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Chapter 8 - Global Marketing Marketing 5th
Answers To End Of Chapter Learning Aids
Marketing Applications
1 What is globalization? Why is it important for marketers to understand what
globalization entails?
Globalization refers to the processes by which goods, services, capital, and people,
information, and ideas flow across national borders. Globalization allows gods and ideas
2 Moots is a high-end bicycle manufacturer located in Steamboat Springs, Colorado.
Assume the company is considering entering the Brazilian, Chinese, and Indian
markets. When conducting its market assessment, what economic factors should
Moots consider to make its decision? Which market do you expect will be more
lucrative for Moots? Why?
By taking the perspective of a global marketing professional considering expansion,
students should recognize the need for analyses of the Brazilian, Chinese, and Indian
markets and thus recall the key concepts of an economic analysis.
3 Now consider the political, economic, and legal systems of China, India, and Brazil.
Explain why you think one country might be more hospitable to Moots than the
others.
4 Colgate sells its products in many countries throughout the world. How would you
expect its market position to differ in various countries, compared with that in the
United States? Consider various areas across the globe in formulating your answer.
5 CITGO, the petroleum company owned by the Venezuelan government, sells its
products throughout the world. Do you anticipate that its market positioning and
advertising differ in different countries? Why or why not?
6 What are the benefits of being able to offer a globally standardized product? What
types of products easily lend themselves to global standardization?
Global products generally rely on one of three strategies: (a) sell the same product in
both the home country market and the host country, (b) sell a product similar to that sold
7 What are some examples of companies that use a glocalization strategy?
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2
Chapter 8 - Global Marketing Marketing 5th
McDonald's does not offer an American-style menu in a place like India, where many
Net Savvy
1 For many small businesses, the idea of entering a foreign market is frightening. The
U.S. national government, as well as most state governments, now offer assistance
designed specifically for small-business owners. Visit the website of the
Massachusetts Export Center at http://www.mass.gov/export/ and examine the types
of services it provides. Click on the Export Statistics link. To what five countries did
Massachusetts export the most? Are you surprised?
The exercise allows students to explore the assistance available to businesses looking to
enter a foreign market.
8 Nike is a global brand, yet it alters its promotions to meet local tastes. Go to
http://store.nike.com/gb/en_gb/ and explore the U.K. site. Now go to the U.S. site.
How are these websites different?
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3
Chapter 8 - Global Marketing Marketing 5th
Chapter Case Study: The Globalization Of The Most Ubiquitous Of American
Cuisines: The Hamburger
1 Which sociocultural factors have informed McDonald’s global expansion?
While most of the sociocultural factors may impact expansion depending on the country,
here are some of the more dominant:
9 Describe some of the global distribution strategies that McDonald’s uses or might
consider using to spread through-out the world.
10 Define the likely global STP strategy for McDonald’s. In what ways does it need to
vary its STP? In which target markets can it rely on a consistent positioning? Which
consumers should it target in each national market?
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4
Chapter 8 - Global Marketing Marketing 5th
Additional Teaching Tips
In this chapter, Students are exposed global product development, distribution, and
marketing strategy in this chapter. Students evaluate the similarities and differences
Online Teaching Tip: This exercise can be transferred to a post situation with a term
assigned to each student and fellow students determining the term. If the instructor can
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5
