Marketing: An Introduction (14th Edition) Gary Armstrong (13e Edition) Chapter 15 The Global Marketplace
Read the chapter and answer the following questions [to facilitate references later on for the purpose of test-taking, make sure you bold or underline key concepts, use bullet points, and note down the page numbers on the textbook for each concept]:
1 Read Chapter 15 of the textbook and answer the following questions:
a. List the key factors of the global marketing environment and briefly explain what each covers.
b. List the three modes of entry into a foreign market and explain the advantages and disadvantages of each.
c. Define standardized and adapted global marketing.
d. List the global product strategies and provide an example for each.
e. List the components of global delivery network.
f. List the two global promotion/communication strategies and briefly explain each.
2. Watch these videos:
https://www.youtube.com/watch?v=ts_4vOUDImE (Links to an external site.)
https://www.youtube.com/watch?v=Uf4Sdw9JKNs (Links to an external site.)
https://www.youtube.com/watch?v=1Pk07lQS3gs (Links to an external site.)
https://www.youtube.com/watch?v=3MnDAWlhegw (Links to an external site.)
https://www.youtube.com/watch?v=DMMjhtUl3Jk (Links to an external site.)
Do these promotional initiatives by Coca-Cola have the same selling message? If yes, what is it?
How does it Coca-Cola adapt the same creative idea to different international markets? In your opinion, does the company use standardized or adapted communication in this case? Briefly explain your conclusion.
3 Read the article https://www.cnn.com/2021/03/25/business/hm-nike-xinjiang-cotton-boycott-intl-hnk/index.html (Links to an external site.). In your view, are Chinese reactions reasonable or unreasonable? How should H&M and some other Western brands handle this PR crisis in China? Should they give in to the Chinese pressure and start to use cotton from Xinjiang? As a consumer, are you concerned that the products you use may be produced unethically?
