Chapter 01 – The Scope and Challenge of International Marketing
Discussion Questions
1. Define:
International marketing Foreign uncontrollables
Controllable elements Marketing relativism
Uncontrollable elements Self-reference criterion (SRC)
Domestic uncontrollables Global awareness
2. “. . . the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam,
Tanzania.”
3. How can the increased interest in international marketing on the part of the U.S. firms be explained?
4. Discuss the four phases of international marketing involvement.
5. Discuss the conditions that have led to the development of global markets.
6. Differentiate between a global company and a multinational company.
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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not
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Chapter 01 – The Scope and Challenge of International Marketing
7. Differentiate among the three international marketing concepts or levels of involvement.
Companies can be described by one of three orientations to international marketing management:
1. Domestic Market Expansion Concept (that is, No Direct Foreign Marketing, Infrequent Foreign
Marketing, and Regular Foreign Marketing)
2. International Marketing (sometimes referred to as multi-domestic marketing)
3. Global Marketing
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© 2016 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.
Chapter 01 – The Scope and Challenge of International Marketing
Global Marketing Concept. A company guided by this new orientation or philosophy is generally
referred to as a global company, its marketing activity is global marketing, and its market coverage is
the world. A company employing a Global Marketing Strategy strives for efficiencies of scale by
developing a standardized product, of dependable quality, to be sold at a reasonable price to a global
8. Prepare your lifelong plan to be globally aware.
9. Discuss the three factors necessary to achieve global awareness.
The three factors necessary to achieve global awareness are: 1) objectivity; objective in assessing
opportunities, evaluating potential, and responding to problems. Too often mistakes are made because
companies are swept away with generalities and make investments only later to find out that their
10. Define and discuss the idea of global orientation.
A global orientation means operating as if all the country markets in a company’s scope of operations
(including domestic market) are approachable as a single global market and to standardize the
marketing mix where culturally feasible and cost effective or to adapt the marketing mix where
11. Visit the Bureau of Economic Analysis homepage http://www.bea.gov/. Select the section, Inter-
national articles, and find the most recent information on Foreign Direct Investments in the
United States. Which country has the highest dollar amount of investment in the United States?
Second highest?
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© 2016 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.