Download Topic Areas Covered by the Final Exam

Topic Areas Covered by the Final Exam
MKT 4720
Fall 2006
1.
International marketing research
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Definition; similarities and differences between international and domestic research
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Process of international marketing research
- stages in the research process
- problems associated with each stage of research
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Issues in international marketing research
- primary vs. secondary data and their quality
- secondary data sources
- type of secondary data necessary for importing and market expansion
- sampling issues
- questionnaire related issues
- data collection issues
- issues in interpretation of findings
- reporting
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Important talents of international researchers
2.
Marketing in EU and Japan
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European Union
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Level of economic integration
Evolution of European Union
Motivations of EU integration
Drawbacks of integration
Key characteristics of European Union
Key requirements for marketing success in EU
Japan
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Nature of Japanese market environment
Key characteristics of Japanese consumers
Unique characteristics of Japanese distribution channels
Key requirements for marketing success in Japan
3.
Marketing in Emerging Markets - China
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The scale and extent of Chinese economic growth
Economic growth
Foreign trade
Foreign investment
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The diversity of Chinese market
Regional diversity
Income distribution
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Chinese economic system
Characteristics
Strengths and weaknesses
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Characteristics of Chinese consumers
Key consumption concepts
Major market segments
Consumer behavior
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Key requirements for marketing success in China
4.
Global Marketing Strategy
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Major determinants of international marketing performance
- The principle of “fit”
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Why use global marketing strategy?
- global industry versus traditional industry
- major drivers and barriers of globalization
- new sources of competitive advantage in the global market
- the logic of pursuing a global marketing strategy
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Global marketing strategy
- dimensions/components of a global marketing strategy
- the benefits of each dimension of global marketing strategy
- the effect of global marketing strategy on firm’s performance
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The differences between multidomestic marketing and global marketing
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The value chain configuration under multidomestic marketing and global marketing
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The process of formulating global marketing strategy
5.
International Product Strategy
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Type of product strategy for international marketing
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Product standardization vs. adaptation
- the total product concept
- benefits and drawbacks of standardization
- general principle of product adaptation
- factors that affect the degree of standardization/adaptation
- type of product adaptation
- the process of product adaptation
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Factors affect product decisions
- cultural and regulatory factors
- global vs. national brands
- country-of-origin effect
- international standards
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Country-of-origin effect
6.
International Marketing of Services
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Product versus services marketing
key differences
linkages between products and services
the role of services marketing in global trade
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Problems with services marketing
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Global environment of services marketing
key trends
major regulations
barriers
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Marketing tips for services
for services tied to goods
for services independent of goods
7.
International Pricing
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Pricing for international markets
- importance of pricing
- major pricing situations
- strategy for first-time pricing
- reasons for and challenges of changing prices
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Setting price
- stages in price setting
- factors that affect price decisions
- types of export-related costs
- need to avoid violating the anti-dumping regulations of foreign countries
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Price escalation
- the phenomenon of export price escalation
- factors that contribute to price escalation
- strategies for reducing the harm of price escalation
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Transfer price
- major objectives of transfer pricing
- factors that influence transfer pricing decisions
- challenges of transfer pricing
- IRS criteria for transfer price
8.
International Channels of Distribution
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Foreign distributors
- types of foreign distributors
- pros and cons of different types of foreign distributors
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International channels of distribution
- types of international channels
- unique characteristics of international channels
- length of channels and characteristics of the channels members
- factors that affect a firm=s channels selection
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Sources for finding foreign distributors
- government vs. private
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Criteria for evaluating foreign distributors
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Key issues in distribution negotiation
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Ways for working with foreign distributors
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Distribution strategy
- types of distribution strategy
- issues in managing international distribution
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Gray market
- factors contributing to gray market
- the effect of gray market on a firm=s international marketing
- strategies for dealing with gray market
9.
International Advertising and Promotion
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The process of communication
- the difference between domestic and international communications
- types of media tools and their pros and cons
- type of noises
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Obstacles of international communication
- types of obstacles
- the effects of various types of obstacles
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Global Ad campaign
- components of global advertising
- pattern advertising
- pros and cons of global advertising
- global advertising agencies
10.
Managing International Sales Force
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International sales force
- role of international sales force
- types of international sales force and sales managers
- pros and cons of various types of international sales force
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International sales management
- major tasks involved in international sales force management
- problems involved in recruiting expatriate sales managers
- strategy for successful recruiting expatriate sales managers
- training needs of various types of international sales force
- types of compensation for expatriate sales force
- tools for supervising international sales force
- ways to measure the performance of international sales force
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Being an expatriate
- successful selling approach in international markets
- survival skills for expatriate managers
11.
Implementation of global marketing strategy
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Major types of international organization structure
- relationship between degree of internationalization and organization structure
- global product divisions vs. global geographical area divisions
- the organization structure that is conducive to global and multidomestic marketing
strategies
- factors that affect organizational structure
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Centralization and decentralization of decision making
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the relationship between degree of centralization and types of international marketing
strategies
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Global coordination: various degrees
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Roles of country managers/subsidiaries