Suggested Answers to Discussion Questions
1. What are the basic goals of marketing? Are these goals relevant to global
marketing?
2. What is meant by global localization? Is Coca-Cola a global product? Explain.
3. Describe the difference among ethnocentric, polycentric, regiocentric, and
geocentric management orientations.
a company relies on an extension strategy whereby it would export, without
adaptation, products designed for the domestic market. The polycentric orientation
orientations recognize both similarities and differences in world markets. Markets
4. Identify and briefly describe some of the forces that have resulted in increased
global integration and the growing importance of global marketing.
5. Define leverage and explain the different types of leverage utilized by companies
with global operations.
Webster’s New World Dictionary defines “leverage” as an “increased means of
accomplishing some purpose.” A global company can take advantage of several types
of leverage in pursuit of corporate goals such as profit or revenue growth. These
include experience transfers, scale economies, enhanced resource utilization, and
global strategy.
6. What, in your view, is the future of a company such as Nokia? Will it be able to
continue as an independent company? Why? Why not?
There has been a consolidation trend in most world industries and the
telecommunication industry is no exception. A key example is the Sony and Erickson
7. What are some major trends in the world that will affect marketing?
There are numerous driving forces affecting global integration and global marketing.