Skills of a Successful Global Marketer (graded)
What do you think are the essential skills of a successful "global marketer?"





Culture (graded)
What effects might the Internet have on cultural differences?

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week 2
Cola Wars (graded)
Read The New Cola Wars case study on pages 188-189 to participate in the discussion. Which one do you think is the bigger threat to Coca-Cola brands like Qibla and Mecca? Cola or the Ajegroup? Why?

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Data Collection (graded)
What are the challenges that are posed by secondary and primary data collection?









WEEK 3


Going Global (graded)
Review the advantages and disadvantages of being a born-global firm.



Entry/Exit (graded)
If a company exits a market and then wishes to return 10 years later, what peculiar challenges might it face?

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WEEK 4


Adaptation and Standardization (graded)
American fast food, music, and movies have become popular around the world with little product adaptation, whereas U.S. retailers, banks, and beer companies have had to adapt their products more to global markets. Why?

Test Markets (graded)
If you were to test-market a new consumer product today for worldwide introduction, how would you select test countries for Europe, Asia, and Latin America?





WEEK5

Global Branding (graded)
Why is it difficult to decide whether to change a local-brand name to a global-brand name?

Pricing (graded)
Discuss the difficulties involved in having a standardized price for a company’s products across all countries.







WEEK 6
Distribution (graded)
Your firm has just entered the Polish market for bottled water. The major distributor is owned by a competitive producer of bottled water. What strategies can you use to gain access to this market?



Push or Pull (graded)
Describe when you would use push promotions. Include examples.

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WEEK 7

Advertising (graded)
Describe why a firm would centralize or localize advertising.

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Global Perspective (graded)
Apart from its formal organizational structure, how can the global company ensure that it is responding to the market and achieving efficiency, local responsiveness, and global learning?

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