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Transcript
Chapter 1 – Introduction to Global Marketing Essay Questions 1. What is “global marketing” and how does it differ from “regular marketing?” Givingexamples of at least one major corporation explain these differences. 2. What do you understand by competitive advantage? Explain giving examples as to how globalization presents companies with unprecedented opportunities to reconfigure themselves? 3. What are the three most important aspects required as a guide to marketing efforts in any part of the world? 4. Describe how the global marketing strategy is different when compared to that of single country marketing? 5. Global marketing has made Coke a worldwide success. However, that success was not based on a total standardization of marketing mix elements. Justify this statement using examples. 6. Using McDonald’s as example, show how effective global marketing can be successfully achieved. 7. What is EPRG framework in relation to management orientations in global markets? 8. How ethnocentric orientations of a company differ from polycentric orientation? Give examples of how company’s reactions under both orientations. 9. During the past several years, the longstanding regiocentric policies at GM have been replaced by a geocentric approach. Explain what you understand 1 by this replacement and why geocentric orientation adapting companies are referred to as transnational company. 10. List and briefly describe the forces affecting local integration and global marketing. 2
