《【精品课程】国际市场营销各章英语习题》.docVIP

Chapter 1 Introduction 1. What are the basic goals of marketing? Are these goals relevant to global marketing? 2. What is meant by global localization? Is Coca-Cola a global product? Explain. 3. Describe some of the global marketing strategies available to companies. Give examples of companies using the different strategies. 4. How do the global marketing strategies of the Harley-Davidson and Toyota differ? 5. Describe the difference among ethnocentric, polycentric, regiocentric, and geocentric management orientations. 6. Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global marketing. 7. Define leverage and explain the different types of leverage utilized by companies with global operations. 8. What, in your view, is the future of a company such as Renault? Will it be able to continue as an independent company? Why? Why not? 9. What are some major trends in the world that will affect marketing? Chapter2 Entry and Expansion Strategies 1. What are the alternative tools or strategies for expanding internationally? What are the major advantages and disadvantages of each strategy? 2. The president of XYZ Manufacturing Company of Buffalo, New York, comes to you with a license offer from a company in Osaka. In return for sharing the company’s patents and know-how, the Japanese company will pay a license fee of 5 percent of the ex-factory price of all products sold based on the U.S. company’s license. The president wants your advice. What would you tell him? 3. What are the differences among companies at international, multinational, global, and transnational stages of development? Find examples of companies that fit the characteristics of each of these types. 4. Why is exporting from the United States dominated by large companies? What, if anything, could be done to increase exports from smaller com