Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Review and Discussion Questions
Chapter 5: International Marketing Planning, Organization and Control
Review questions
1. Define planning, organizing, and controlling.
a. Planning is the process whereby managers develop goals, strategies, and activities
that will best position the firm for success in the international marketplace
2. Describe the concepts of efficiency and effectiveness.
a. Efficiency means conducting international marketing activities without wasting time
and resources. Doing things right
3. Define strategic planning, tactical planning, and operational planning.
a. Strategic planning – plans for the overall direction of the firm, the development of
goals, and the allocation of resources in the pursuit of those goals, as prepared by top
management
4. Describe the four elements in a SWOT analysis.
a. Strengths – things the company does well
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. Weaknesses – things the company does not do well
5. Describe a direct exporting structure.
a. A simple structure often used by businesses new to international marketing supports
6. Describe an international division structure and a direct functional reporting structure.
a. International division structure – As international activities begin to intensify,
company leaders might choose to develop an international department, office, or
division to oversee international sales. Depending on the size and complexity of the
organization, the division may manage several international offices or salespeople.
For smaller organizations, however, all international sales may be managed
domestically by the international office or department. This structure is similar to the
direct exporting structure with the main difference being that one central control
7. Describe a region-based organization and a matrix organization structure.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. Region-based organization – A truly global organization may choose to have distinct
office locations, and SBUs, in each specific region served. It offers the advantage of
allowing the company to be responsive to local market differences while presenting a
relatively simple organization structure with clear lines of authority and
responsibility.
8. Name the internal and external factors that affect the choice of organizational structure.
a. Internal factors
Company orientation
communication and control
Intensity of international marketing efforts
9. What are the four steps of the control process?
a. Restate the standard
b. Measure performance as it relates to the standard
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
10. Name the strategic, operational, and tactical standards companies use.
Strategic indicators Tactical standards Operational standards
11. Describe core competence and distinctive competence.
a. Core competence – a company’s most proficiently-performed internal activity that is
central to the firm’s strategy and competitiveness.
12. Describe cultural convergence, cultural divergence, and cultural crossvergence.
a. Cultural convergence – the growing similarities between consumers globally.
b. Cultural divergence – persistence of specific values due to sociocultural influences.
13. What emerging trends might have an impact on international marketing in the coming
years?
a. Technological developments in less developed countries
b. Cultural convergence
Discussion questions
1. Relate the elements of the strategic planning process to the concepts of efficiency and
effectiveness. Explain how the elements are carried out at the tactical and operational
levels.
Mission statement – the mission statement delineates why the organization exists and
guides the overall direction of the firm. This hopefully sets the firm up to be effective
– it lays out the right things the firm needs to do to be successful. It gives a broad
overview of the company mission for tactical and operational level activities.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Environmental assessment considers internal and external factors present in the
marketing environment. This way the firm can figure out how to be efficient in its
current environment and how to be effective in the current environment – what
opportunities and threats can they tackle. Knowing what the environment is like is
needed at the tactical and operational levels.
2. Explain which form of international organizational structure would best match each of
the following companies. Explain your reasoning for each choice.
Nike – region-based – so the company has stores, a local presence and knows the needs
of each region.
Tommy Hilfiger – strategic alliances – so their clothes are sold in lots of places
Bank of India – region-based – banks need a local presence in the marketplace
Instructor Resource
Baack et al., International Marketing, 2e
3. Make a list of the emerging trends in international marketing identified in this chapter.
Explain how they have appeared, or become less relevant in the last decade. What new
trends to you believe will affect international marketing? Explain your answer.
Technological developments in less developed countries