Chapter 12 – Global Marketing Management
Discussion Questions
1. Define:
Licensing
2. Define strategic planning. How is strategic planning different for international marketing than
domestic marketing?
3. Discuss the benefits to an MNC of accepting the global market concept. Explain three points that
define a global approach to international marketing.
4. Discuss the effect of shorter product life cycles on a company’s planning process.
12-1
© 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 12 – Global Marketing Management
5. What is the importance of collaborative relationships to competition?
The competitive environment of international business is changing rapidly. To be competitive in
global markets a company must meet or exceed new standards for quality and new levels of
technology. There is an increasing change of pace for product development and profitability. Cost
The accelerating rate of technological progress, market demand created by global industrialization,
and the creation of new middle classes will result in tremendous potential in global markets. But,
along with this surge in global demand comes an increase in competition as technology and
management capabilities spread beyond global companies to new competitors from Asia, Europe, and
The environment facing multinational companies demands flexibility, quality, cost containment,
cutting edge manufacturing skills, and a rapid response to market changes to sustain a competitive
advantage. The strengths and capabilities a company must have to be a major player are enormous
6. In phases one and two of the international planning process, countries may be dropped from
further consideration as potential markets. Discuss some of the conditions in each phase that may
exist in a country that would lead a marketer to exclude a country.
12-2
© 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 12 – Global Marketing Management
7. Assume that you are the director of international marketing for a company producing
refrigerators. Select one country in Latin America and one in Europe and develop screening criteria to
use in evaluating the two countries. Make any additional assumptions about your company that are
necessary.
8. “The dichotomy typically drawn between export marketing and overseas marketing is partly
fictional; from a marketing standpoint, they are but alternative methods of capitalizing on foreign
market opportunities.” Discuss.
9. How will entry into a developed foreign market differ from entry into a relatively untapped market?
10. Why do companies change their organizations when they go from being an international to a
global company?
12-3
© 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 12 – Global Marketing Management
11. Formulate a general rule for deciding where international business decisions should be made.
12. Explain the popularity of joint ventures.
Joint ventures have become popular for a number of reasons. One important marketing reason is to
gain access to markets. Nearly all of the developing countries, and many developed countries, require
13. Compare the organizational implications of joint ventures versus licensing.
14. Visit the homepages of Maytag Corporation http://www.maytag.com/ and the Whirlpool
15. Using the sources in question above i.e., http://www.maytag.com/) and
http://www.whirlpool.com/, list the different alternative entry modes each uses.
16. Visit the Nestlé Corporation homepage http://www.nestle.com and Unilever N.V.
http://www.unilever.com/ and compare their strategies towards international markets. In what ways to
they differ (besides product categories) do they differ in their international marketing?
12-4
© 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 12 – Global Marketing Management
12-5
© 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.