McS 4600 - Course Notes
Autor: Zaid Syed • January 30, 2017 • Course Note • 2,646 Words (11 Pages) • 568 Views
MCS*4600 International Marketing: Midterm Exam Review
Examples of questions given in class:
Face Value related to label design, use the concept of Face value to explain why label design is important in International Marketing
Market, brand, product Position Strategies give example of in international markets.
Country of Origin Affect Use theories to explain what happened in a given example.
020 online to offline strategy
Case Example use case to talk about certain key theories, what is key problem in this case? And provide a solution.
Case | Problem Statement and Recommendation |
Case One: Walmart | How can Wal-Mart adapt their current North American business operations to culturally represent the needs and wants of Brazilian consumers in order to gain a larger market share? Adapt business operations to reflect cultural wants, needs, and norms of Brazil. Centralized distribution centers and inventory and supply chain technologies. Advertise through radio, as this is the prime channel in Brazil. Hire educated, experience, and local and knowledgeable managers. |
Case Two: Google in China | In order to increase company and potential market share, Google would have to set aside their company values. Should Google accommodate for the Chinese Government's censorship laws to further pursue this market? |
Case Three: Korea Coffee Shop | What is the best positioning strategy for Kim and Andes to take when looking into entering the coffee shop industry? Should they choose to focus on brand image or product differentiation to capture market share within the industry? |
Case Four: Rwanda | |
Case Five: Microsoft — The Launch of Windows 7 | How should Microsoft launch and market Windows 7 in order to address the market failures of Windows Vista, re-invigorate customer satisfaction, and rebuild the reputation of its legacy and brand? |
Main Concepts from Lectures Week One to Six:
Week One: An Overview of International Marketing
International Marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.
How to enter foreign markets:
- Personal connections
- Agents and distributors
- Internet
- Trade shows and seminars
Global Business Events and Trends
- Rapid growth of WTO and NAFTA and EU
- General acceptance of free market system among developing counties in Latin America, Asian, and Eastern Europe.
- Impact of the internet and other global media on dissolution of national borders 4) Managing global environment resources.
Multi-Domesäc Markets can be defined as product markets in which local consumers have preferences and functional requirements widely different from one another's and others' elsewhere. Examples of market categories include: foods, drinks, clothing, and entertainment.
Week Two: Economic and Cultural Environments
Absolute advantage can be defined as the ability of a country, individual, company or region to produce a good or service at a lower cost per unit than the cost at which any other entity produces that good or service. Examples include: South Africa — Diamonds, Middle East — Oil, New Zeland — Wool.
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