Reference no: EM132872591

Global Marketing

Illustrate your answers from the relevant case studies discussed in the lectures and supplement with real world examples to demonstrate your knowledge of the global marketing concepts, principles and their applications. You may draw your learnings from the Country Manager Simulation to support your answers.

Not everyone agrees, despite its advantages, that centralizing advertising is a good idea. The argument against is often on the premise that global brands at different stages around the world require different messages and advertising campaigns. Global marketers, therefore, face a crucial question: Should advertising campaigns must be localized, regionalized or globalized?

Elaborate, with examples, the factors that influence the decision of standardizing advertising across markets.

Explain through examples the global theme approach to advertising, and explain how it differs from a totally standardized campaign.

Discuss the key drivers of the world's digital advertising boom & the types of digital media available for global marketers.

Any brand or an enterprise, planning to expand its business globally must determine the type of presence it expects to maintain in each market in terms of its entry method and its ownership strategy. The entry & ownership strategies in turn will determine the financial return and the extent to which the company can implement its global marketing strategy in each market.

Taking a few real world examples, state briefly two global market entry strategies of your choice together with the advantages & the limitations of each option.

In relation to those examples above (1, a) ), identify the ownership strategies pursued with their specific pros and cons?

Discuss common reasons for a company to exit an international market.

Global promotion strategies encompass a firm's marketing programs to win customers and include personal selling, sales promotion, public relations and advertising. Managing the promotions for a single market is no easy task. The task is even more difficult for global marketers who must communicate to prospective customers in many national markets with different cultures, habits and languages.

Identify the major factors that determine a firm's ability to use a push or a pull promotion strategy in different national markets through relevant examples.

Explain the concept public relations and suggest ways in which global marketers can promote the goodwill of their firms through PR using relevant examples.

Discuss the impact of corporate social responsibility on global marketing.

In a globally connected world, firms must determine whether going international is merely an option or a necessity for survival and be more proactive in selecting an appropriate course for market expansion. Entering new foreign markets can be expensive and can place heavy demands on management time and hence must decide which regions and specifically which foreign markets will receive priority.

With relevant examples, identify the motives as to why firms pursue "going global".

Explain the difference between a stand-alone attractive market and a globally strategic market using the Country Manager simulation learnings. Discuss the criteria (filters) used for screening national markets to differentiate desirable countries from less desirable countries. You may elaborate based on the experience gained from the Country Manager simulation.

Today, more than half of Fortune 500 companies are primarily service providers and about quarter of the world trade is coming from services. Services differ from physical products in many ways. Culture is a key factor that can affect a number of issues associated with services marketing. Similar to marketing products, global firms must manage & defend the value of their service brands in each market with utmost care.

Using relevant examples, describe ways in which marketing of services globally differ from marketing of physical products. Discuss the concepts, global brand name and a global brand strategy through relevant examples.
Discuss what is social marketing and how it differs from the global marketing of products and services.

When formulating global product strategies, there will always be issues and trade-offs when decisions have to be made between standardization vs adaptation of mixes for different markets. Socially responsible innovation of global mixes is identified as the single most important driver of success to compete in global markets.

Elaborate with examples, the factors that warrant product adaptation and how adaptation could be done without loosing the full benefits of standardization.

Explain the reasons as to why product lines can and need to vary from country to country?

Discuss the key features of the new product development process for global markets and elaborate using relevant global company examples.

Global marketers need to understand how environmental influences may affect distribution strategies and options. Using this knowledge, they must establish efficient channels for products on a country-by-country basis. They need to take into account the global trends in retailing and especially the emergence of digital as a retail channel.

Using relevant examples, discuss the key factors that can influence the selection of distribution partners?

Discuss the global trends in retailing a manager must consider in developing a global retail and a distribution strategy with examples.

Suggest alternative entry strategies for markets where competitors already control distribution channels and the channels are locked up.