国际市场营销课后答案internationalmarketingplanessayque.docx
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国际市场营销课后答案internationalmarketingplanessayque.docx
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国际市场营销课后答案internationalmarketingplanessayque
国际市场营销课后答案internationalmarketingplanessayque
internationalmarketingplan
DevelopingaGlobalVisionthroughMarketingResearch
EssayQuestions
100.(p.216)Givethetraditionaldefinitionformarketingresearch.
Marketingresearchistraditionallydefinedasthesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefulinmarketingdecisionmaking.
101.(p.216)Discussthedifferencesbetweentraditionalmarketingresearchandinternationalmarketingresearch.Althoughtheresearchprocessesandmethodsarebasicallythesameintraditionalmarketingresearchandinternationalmarketingresearch,internationalmarketingresearchinvolvestwoadditionalplications.First,informationmustbemunicatedacrossculturalboundaries.Second,theenvironmentswithinwhichtheresearchtoolsareappliedareoftendifferentinforeignmarkets.
102.(p.217)Internationalmarketersoftencollectformsofinformationnotnormallycollectedbydomesticmarketingresearchers.UnisysCorporationgivessomeguidanceastowhatformsofinformationneedtobecollectedinthe
internationalenvironment.ListandbrieflydiscusseachofthefivetypesofinformationsuggestedbytheUnisys
Corporationmodel.
103.(p.218andmajorsectiontitlesforthesix)Listandbrieflycharacterizethesixstepsintheresearchprocess.
Thestepsare:
(a)definetheresearchproblemandestablishresearchobjectives,(b)determinethesourcesofinformationtofulfilltheresearchobjectives,(c)considerthecostsandbenefitsoftheresearcheffort,(d)gathertherelevantdatafromsecondaryorprimarysources,orboth,(e)analyze,interpret,andsummarizetheresults,and(f)effectivelymunicatetheresultstodecisionmakers.Summariesofthestepscanbefoundinthemajorsectionsdescribingeachofthesixsteps.
104.(p.220-223)Therearefourmajorproblemswithusingsecondarydataininternationalmarketingresearch.Whatarethesefourmajorproblems?
Briefly,characterizeeachproblem.
Thefourmajorproblemsare:
(a)availabilityofdata,(b)reliabilityofdata,(c)parabilityofdata,and(d)validatingsecondarydata.Forabriefsummaryseeeachofthesectiontitlesofthefourproblemareas.
105.(p.223)Asapracticalmatter,theinternationalmarketingresearchershouldaskfourquestionstoeffectivelyjudgethereliability(validatingsecondarydata)ofsecondarydatasources.Listthosefourquestions.
Thefourquestionsare:
(a)Whocollectedthedata?
Wouldtherebeanyreasonforpurposelymisrepresentingthefacts?
(b)Forwhatpurposeswerethedatacollected?
(c)Howwerethedatacollected?
(methodology)(d)Arethedatainternallyconsistentandlogicalinlightofknowndatasourcesormarketfactors?
106.(p.223-225)Demonstratethedifferencebetweenquantitativeandqualitativeresearch.
Inquantitativeresearch,usuallyalargenumberofrespondentsareaskedtoreplyeitherverballyorinwritingtostructuredquestionsusingaspecificresponseformatortoselectaresponsefromasetofchoices.Questionsaredesignedtoobtainspecificresponsesregardingaspectsoftherespondents'behavior,intentions,attitudes,motives,anddemographic
internationalmarketingplan
characteristics.Inqualitativeresearch,ifquestionsareaskedtheyarealmostalwaysopen-endedorin-depth,andunstructuredresponsesthatreflecttheperson'sthoughtsandfeelingsonthesubjectaresought.
107.(p.229)Discussthedifferencesbetweenbacktranslationandparalleltranslationininternationalmarketingresearch.Inbacktranslationthequestionnaireistranslatedfromonelanguagetoanother,andthenasecondpartytranslatesitbackintotheoriginal.Thisprocesspinpointsmisinterpretationsandmisunderstandingsbeforetheyreachthepublic.Backtranslationsmaynotalwaysensureanaccuratetranslationbecauseofmonlyusedidiomsinbothlanguages.Paralleltranslationisusedtoethisproblem.Inthisprocess,morethantwotranslatorsareusedforthebacktranslation;theresultsarepared,differencesdiscussed,andthemostappropriatetranslationselected.
108.(p.232)IthasbeensuggestedthatthereareatleastsevendifferentusesfortheInternetininternationalresearch.
AssumethatyouareamarketingdirectorforTyBeanieBabiesandareinterestedinexpandingyourpany'sphenomenalgrowthintoAsia.Whatarethesevenusessuggestedinthetextandwhichofthesevenwouldyouproposetousetoplishyourobjective?
Thesevenusesare(a)onlinesurveysandbuyerpanels,(b)onlinefocusgroups,(c)Webvisitortracking,(d)advertisingmeasurement,(e)customeridentificationsystems,(f)e-mailmarketinglists,and(g)embeddedresearch.Thestudentscouldmakeacaseforanyoralloftheabove,therefore,theintentofthequestionistogetthestudentstofirstlistandthen
creativelythinkaboutoptions.Discussionofthesevenusesmaybefoundonpage232.Iftheinstructorwouldliketoplaceadditionalsuggestionsorparametersonthequestion,besuretodosobeforeassigningthequestiontostudents.
109.(p.239,Exhibit8.3)Thetextsuggestsfourkindsofpany-agency-customerrelationshipsformanagingtheculturalbarrierininternationalmarketingresearch.Describeorcharacterizeeachofthesekindsofrelationshipsanddesignatewhichone(s)arebettersuitedformanagingtheculturalbarrieracrossthechainofmunication.
Thefouroptionsare:
OptionA(pany--agency--customers);OptionB(pany--agency--localagency--customers);OptionC(pany--subsidiary--agency--customers);and,OptionD(pany--foreignagency--customers).ThetextsuggeststhatOptionsBandCarebestformanagingtheculturalbarrier.
GlobalMarketingManagement:
PlanningandOrganization
EssayQuestions
101.(p.310-312)Briefly,explainthebenefitsofglobalmarketing.
Whenlargemarketsegmentscanbeidentified,economiesofscaleinproductionandmarketingcanbeimportant
petitiveadvantagesofglobalpanies.Otherbenefitsinclude:
(a)atransferofexperienceandknow-howacrosscountriesthroughimprovedcoordinationandintegrationofmarketingactivities,(b)ensuresaccesstothetoughestcustomers,and(c)diversityofmarketsservedcarrieswithitadditionalfinancialbenefits.
102.(p.311-313)Demonstratethedifferencesamongcorporate,strategic,andtacticalplanning.
Corporateplanningisessentiallylongterm,incorporatinggeneralizedgoalsfortheenterpriseasawhole.Strategicplanningisconductedatthehighestlevelsofmanagementanddealswithproducts,capital,andresearch,andlong-andshort-termgoalsofthepany.Tacticalplanningpertainstospecificactionsandtotheallocationofresourcesusedtoimplementstrategicplanninggoalsinspecificmarkets.Tacticalplansaremadeatthelocallevelandaddressmarketingandadvertisingquestions.
internationalmarketingplan
103.(p.315,Exhibit11.1)Listandbrieflycharacterizethefourphasesoftheinternationalplanningprocess.
Thefourphasesare:
(a)Phase1--Preliminaryanalysisandscreening(matchingpany/countryneeds);(b)Phase2--Adaptingthemarketingmixtotargetmarkets;(c)Phase3--Developingthemarketingplan;and,(d)Phase4--
Implementationandcontrol.
104.(p.319,Exhibit11.2)Apanyhasfourdifferentmodesofforeignmarketentryfromwhichtoselect.Listandbrieflycharacterizeeachofthesemodes.
Themodesareexporting,contractualagreements,strategicalliances,anddirectforeigninvestment.Briefcharacterizationsmaybefoundonpage319inExhibit11.2.Moredetaileddescriptionsofeachmodemaybefoundintheassociatedsectionsfoundonpages318-330.
105.(p.32-322)Describethetwobasiccontractualagreementsthatmostpaniesfollowintheirattempttoenteraforeignmarket.
Contractualagreementsgenerallyinvolvethetransferoftechnology,processes,trademarks,orhumanskills.Thetwobasicformsofcontractualagreementsarelicensingandfranchising.Licensingisassociatedwithpatentrights,trademarkrights,andtherightstousetechnologicalprocessesinforeignmarkets.Itisafavoritestrategyforsmallandmedium-sizedpanies.Franchisinginvolvesofferingastandardpackageofproducts,systems,andmanagementservices.
106.(p.323-324)Whatisastrategicinternationalalliance(SIA)?
ASIAisabusinessrelationshipestablishedbytwoormorepaniestocooperateoutofmutualneedandtoshareriskinachievingamonobjective.SIAsaresoughtasawaytoshoreupweaknessesandincreasepetitivestrengths.
107.(p.325-328)Explainthedifferencesbetweenajointventureandconsortia.
Ajointventureisdifferentiatedfromothertypesofstrategicalliancesorcollaborativerelationshipsinthatajointventureisapartnershipoftwoormoreparticipatingpaniesthatjoinforcestocreateaseparatelegalentity.Consortiaaresimilartojointventuresbuthavetwodistinguishingcharacteristics:
(a)theytypicallyinvolvealargenumberofparticipantsand(b)theyfrequentlyoperateinacountryormarketinwhichnoneoftheparticipantsiscurrentlyactive.
108.(p.328-329)YouhavejustbeenhiredasaconsultantbyAppleComputertoadvisethemonhowtoentertheSouthAfricanmarket.YouhavedecidedthatdirectforeigninvestmentwouldbethebestmodeforAppletofollowatthispointintime.Writeaone-paragraphmemothatoutlinesthebenefitsofdirectforeigninvestmentinacountry.
Companiesthatmanufacturelocallycancapitalizeonlow-costlabor,avoidhighimporttaxes,reducethehighcostoftransportationtomarket,gainaccesstorawmaterials,andgainadvantagesbybeingperceivedasmakinganinvestmentinthemarket(as
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