Growth of Global Marketing

Identify and briefly describe some of the restraining forces that impede growth of global marketing.

In what ways is cultural consideration an important element in global marketing communication?

Question 3 (4 points)
Discuss some of the key consideration in selecting an advertising agency.

Question 4 (4 points)
The president of XYZ Manufacturing Company of Buffalo, New York, comes to you with a license offer from a company in Osaka. In return for sharing the company's patents and know-how, the Japanese company will pay a license fee of 5 percent of the ex-factory price of all products sold based on the U.S. Company’s license. The president wants your advice. What would you tell him?

Question 5 (4 points)
One of the basic elements of Roger's diffusion theory is the concept of adoption process which deals with the mental stages through which an individual pass from the time of his or her first knowledge of an innovation to the time of product adoption or purchase. Briefly describe these stages giving examples of Apples' iPhone

Question 6 (4 points)
The newly independent countries of the former Soviet Union present an interesting situation: income is declining, and there is considerable economic hardship. The potential for disruption is certainly high. Are these disruptions problem cases, or are they attractive opportunities with good potential for moving out of the low-income category?

Question 7 (4 points)
If Coach, a luxury goods marketer, would like to study the consumer perceptions of global luxury brands, what would be the best approach since there are several competitors?

Question 8 (4 points)
Global competition intensifies the need for effective MIS and business intelligence that are accessible throughout the company. How can IT provide valuable tools in fulfilling this need as well as conducting global marketing research?

Question 9 (4 points)
After evaluating identified segments, decisions have to be made whether to pursue a particular opportunity or not. Assuming the decision is made to proceed, an appropriate targeting strategy must be developed. Explain the basic categories of target marketing strategies and how they can be implemented.

Question 10 (4 points)
Briefly review the key innovations that culminated in the digital revolution. What is the basic technological process that made the revolution possible