MKT302 TUTORIAL QUESTIONS

Chapter 1
1. Using the product/market growth matrix to explain the various ways a
company can expand globally.
2. Describe how companies in global industries pursue competitive
advantage.
3. Compare and contrast single-country marketing strategy with global
marketing strategy (GMS).
4. Identify the companies at the top of the Global 500 rankings.
5. Explain the stages a company goes through as its management
orientation evolves from domestic and ethnocentric to global and
geocentric.
6. Discuss the driving and restraining forces affecting global integration
today.

Chapter 2
1. Identify and briefly explain major changes in the world economy over
the last 100 years
2. Compare and contrast types of economic systems that are found in the
different regions of the world
3. Explain the stages of economic development used by the World Bank
and identify the key emerging country markets at each stage of
development
4. Discuss the significance of product saturation level and balance of payments for the
world’s major economies, economic freedom.

5. Briefly explain how exchange rates impact a company’s opportunities in different parts
around the world

Chapter 3

1. Explain the role of the WTO in facilitating global trade relations among nations.
 2. Compare and contrast the four main categories of preferential
trade agreements.
3. Explain the trade relationship dynamics among signatories of NAFTA.

4. Identify the four main preferential trade agreements in Latin American and the key
members of each.

5. Identify the main preferential trade agreements Asia-Pacific region.

6. Describe the various forms of economic integration in Europe.

8.  Identify the  issues for global marketers wishing to expand in Africa

Chapter 4

1. Define culture and identify the various expressions and manifestations of culture that can
impact marketing strategies.

2. Compare and contrast the key aspects of high- and low-context cultures.

3. Identify and briefly explain the major dimensions of  Hofstede’s social values typology.

4. Explain how the self-reference criterion can affect decision making at global companies and
provide a step-by-step example of a company adapting to conditions in a global market.

5. Analyze the components of diffusion theory and its applicability to global marketing.

6. Explain the marketing implications of social and  cultural environments around the globe.

Chapter 5

1. Explain the elements of a country’s political environment that can impact global marketing
activities.

2. Define international law and describe the main types of legal systems found in different
parts of the world.

3. Analyze the most important  business issues that can lead to legal problems for global
marketers.

4. Describe the available alternatives for conflict resolution and dispute settlement when doing
business outside the home country.

5. In general terms, outline the regulatory environment in the European Union.

Chapter 6

1. Discuss the roles of IT, MIS, and big data in a global company’s decision-making processes.
 2. Describe the various sources of market information, including direct perception.

3. Identify the individual steps in the traditional market research process and explain some of
the ways global marketers adapt them.

4. Compare the way a multinational firm organizes the marketing research effort with the way
a global or transnational firm approaches the organizing issue.

5. Explain how information’s role (and IT) as a strategic asset affects the strategies/structure of
global corporations.

Chapter 7

1. Identify the variables that global marketers can use to segment global markets and give an
example of each.

2. Explain the criteria that global marketers use to choose specific markets to target.

3. Apply how global marketers use a product-market grid to make targeting decisions.

4. Compare and contrast the three main target market strategy options.

5. Describe the various positioning options available to global marketers.

Chapter 8

1. Compare and contrast export selling and export marketing.

2. Identify the stages a company goes through, and the problems it encounters, as it gains
experience as an exporter.

3. Describe the various national policies that pertain to imports and exports. Advantages and
disadvantages of export

4. Explain the structure of the Harmonized Tariff System.

5. Describe the various organizations that participate in the export process.

6. Identify home-country export organization considerations.

7. Identify market-country export organization considerations.

8. Discuss the various payment methods that are typically used in trade financing.

9. Identify the factors that global marketers consider when making sourcing decisions.

Chapter 9

1. Explain the advantages and disadvantages of using licensing as a market-entry strategy.

2. Compare and contrast the different forms that a company’s foreign investments can take.
 3. Discuss the factors that contribute to the successful launch of a global strategic partnership.

4. Identify some of the challenges associated with partnerships in developing countries.

5. Describe the special forms of cooperative strategies found in Asia.

6. Explain the evolution of cooperative strategies in the 21 st century.

7. Use the market expansion strategies matrix to explain the strategies used by the world’s
biggest global companies.

Chapter 10

1. Review the basic product concepts that underlie a successful global marketing product
strategy.

2. Compare & contrast local products & brands, international products & brands, and global
products & brands.

3. Explain how Maslow’s needs hierarchy helps global marketers understand the benefits
sought by buyers in different parts of the world.

4. Outline the importance of the “country of origin” as a brand element.

5. List the five strategic alternatives that marketers can utilize during the global product
planning process.

6. Explain the new-product continuum and compare and contrast the types of innovation.

Chapter 11

1. Review basic pricing concepts that underlie a successful global marketing pricing strategy.

2. Identify the different pricing strategies and objectives that influence decisions about pricing
products in global markets.

3. Summarize the various Incoterms that affect the final price of a product.

4. List some of the environmental influencers that impact prices.

5. Apply ethnocentric/polycentric/geocentric framework to decisions regarding price.

6. Explain some of the tactics global companies can use to combat the problems with gray
market goods.

7. Assess the impact of dumping on prices in global markets.

8. Compare and contrast the different types of price fixing.

9. Explain the concept of transfer pricing.

Chapter 12

1. Identify and compare the basic channel structure options for consumer channels and
industrial channels.

2. List the guidelines companies should follow when establishing channels and working with
intermediaries in global markets.

3. Describe the different categories of retail operations that are found in various parts of the
world.

4. Compare and contrast six major modes of international transportation and explain how they
vary in terms of reliability, accessibility, and other performance metrics.

Chapter 13

1. Define global advertising and identify the top-ranked companies in terms of worldwide ad
spending.

2. Explain the structure of the advertising industry and describe the difference between agency
holding companies and individual agency brands.

3. Identify the key roles of ad agency personnel and describe their respective roles in creating
global advertising.

4. Explain how different media availability varies around the world.

5. Compare and contrast publicity and public relations and identify global companies that have
recently been impacted by negative publicity.

Chapter 14

1. Define sales promotion and identify the most important promotion tactics and tools used by
global marketers.

2. List the steps in the strategic/ consultative selling model.

3. Explain the contingency factors that must be considered when making decisions about sales
force nationality.

4. Explain direct marketing’s advantages and identify the most common types of direct
marketing channels.

5. Identify special forms of marketing communication and explain how global marketers
integrate them into the overall promotion mix.

Chapter 15
 1. List the major innovations and trends that contributed to the digital revolution.

2. Define “convergence” and give an example.

3. Define value network and explain the differences between sustaining technologies and
disruptive technologies.

4. Identify current trends in global e-commerce and explain how global companies are
expanding their presence on the Web.

5. Explain the key issues facing a company when designing and implementing a Web site.

6. Identify the most important new products and services that have been introduced in the
past decade.

Chapter 16

1. Identify the forces that shape competition in an industry and illustrate each force with a
specific company or industry example.

2. Define competitive advantage and identify the key conceptual frameworks that guide
decision makers in the strategic planning process.

3. Explain how a nation can achieve competitive advantage, and list the forces that may be
present in a national “diamond”.

4. Define hypercompetitive industry and list the key arenas in which dynamic strategic
interactions take place.

Chapter 17

1. Identify the names and nationalities of the chief executives at five global companies
discussed in the text.

2. Describe the different organizational structures that companies can adopt as they grow and
expand globally.

3. Discuss the attributes of lean production and identify some of the companies that have been
pioneers in this organizational form

4. List some of the lessons on corporate social responsibility that global marketers can take
away from Starbuck’s experience with Global Exchange.

***END OF TUTORIAL QUESTIONS***