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DISCUSSION QUESTIONS


Chapter 1:

 1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific? Global approaches are not always relevant to firms in the Asia-Pacific apart from alerting them to the nature of the international competitive environment in which they are likely to operate. A global approach is not an operating strategy for Indigenous small and medium scale exporters (SMEs) and is only partially appropriate for local subsidiaries of transnational firms. 2. Do the driving forces always outweigh the restraining forces in ensuring the attractiveness of international marketing to the Asia-Pacific firm?

 3. Why is it necessary to adopt a holistic approach in international marketing? 4. Discuss the theory of comparative advantage and its limitations as an explanation for international trade. 5. Compare the product life cycle with the product trade cycle as explanations for involvement in international marketing. 6. In what ways do uncontrollable factors in the local environment affect the application of the marketing mix variables overseas? 7. Comment on recent trends in Australia’s or New Zealand’s international trade performance and prepare a prognosis for the direction of international marketing in the second decade of the new millennium

 


Chapter 3:

 1. To what extent are cultural factors which impact on domestic marketing of greater importance when marketing internationally? 2. Why, when doing business in other countries, is it important to analyse the impact of culture at the national, the industry and the firm levels as well as at the personal level? 3. Discuss how you would compensate for the self-reference criterion when marketing in Vietnam. 4. Illustrate the difference between high context cultures and low context cultures by comparing China with Germany. 5. Why is time so important as a cultural variable when doing business internationally? How would you take this variable into account during your first visit to Myanmar? What are the likely consequences if you don’t? 6. Describe the way in which culturaldifferences can act to impede communication between business people of different nationality. 7. What are the shortcomings of Hoftsede’s criteria for assessing differences on a global basis? Do you consider that his fifth factor adequately caters for the underlying differences between Asian and Western cultural values? Chapter 12:

 1. Prepare a Matrix showing the following countries along the horizontal axis: Canada, Vietnam, Thailand and Japan. On the vertical axis list each of the six factors to be taken into account when redefining the business and considering international markets. In the cells indicate how these factors would differ for each of the four countries. 2. How would leveraging capabilities with respect to the Indonesian market differ between an Australian/New Zealand producer of computer software and an Australian/New Zealand manufacturer of automotive parts? 3. Modifying a product to facilitate its sale internationally will involve extra costs. To what extent are these costs discretionary and how would you assess whether the costs are worthwhile. 4. For what kinds of products do you expect customer needs to be worldwide? Why? 5. In what ways does the product’s packaging need changing when the product is being marketed in another country? 6. You have been asked to develop a product for sale throughout the ASEAN region. What are the criteria you would apply in the development process and what are the stages from conceptualisation to market introduction? 7. What factors decide whether the same product can be marketed in each ASEAN country and whether modifications are necessary? Chapter 14:

 1. How does each stage of the communications process require modification when promoting in other countries? 2. Rate in terms of importance factors in international communications when promoting machine tools in India. 3. What are the factors affecting the effectiveness of communicating messages to international markets? 4. How do newspapers differ from magazines as promotional print media for accessing international markets? 5. Will global media eventually replace national media? What are the factors that underlie the rise of global media? 6. Why are tradeshows an ideal medium for the new exporter to introduce products into an international market? 7. How do technical seminars differ from trade shows? When would you use atechnical seminar in preference to a trade show? 8. What are the key features of a trade mission which facilitate its use as a vehicle for researching opportunities in an international market? 9. What are the characteristics of an effective international as opposed to a domestic salesperson? 10. Under what circumstances is the doughnut principle preferable to complete differentiation when promoting in international markets? Chatper 15:

 1. In what ways is the role of pricing in the international market a) similar to ad b) different from the role of pricing in the domestic market? 2. What influence do distribution strategies have on international price setting? 3. Outline an international pricing strategy that is win win outcome for both importer and exporter. 4. Under what circumstances does marginal costing for export constitute dumping? 5. How would you ensure stable returns from international marketing activities in the face of volatile foreign exchange rate movemens between the Australian dollar and Indonesian rupiah? 6. Develop a strategy for reducing potential constraints by a foreign government on the price you can charge in the international market. 7. Under what circumstances is transfer pricing likely to be acceptable to a foreign government and when is it regarded as impugning their national sovereignty? 8. Discuss the circumstances when global price is (a) the most appropriate course of action and b) an inappropriate course of action for an Asia-Pacific firm.