Discussion Questions

Please write a short answer to each highlighted question.  Each answer should be no less than 250 words in length.  ***APA Style format is not required for Reflection Discussions; however, APA citations and references are required to reinforce your comments and ideas.  Use 3rd person style writing in APA format.  Instead of using I, substitute with this author or avoid using a specific reference.  For instance, Starbucks coffee tastes great; instead of “I think Starbucks coffee is great.”  

Challenges

Question 1- What do you anticipate will be the core challenges you will face in International Marketing?

Question 2 What strategies might you use to overcome the challenges of a competitive advantage?

Please write a short answer to each question.  Each answer should be around 250 words in length.  ***APA Style format is not required for reflection 

The video you are about to watch (https://www.youtube.com/watch?time_continue=7&v=75NpeAN-z4k) describes the many aspects of marketing "Oreo" cookies globally. Oreos are manufactured by Kraft Foods. As you watch the video, pay attention to how this brand acts as an example of global marketing.

At the global marketing level, the most profound change is the orientation of the company toward markets and associated planning activities. At this stage, companies treat the world, including their home market, as one market.

Market segmentation decisions are no longer focused on national borders. Instead, market segments are defined by income levels, usage patterns, or other factors that frequently span countries and regions.

Based on the readings in your text, please discuss the following questions with the class:

Questions 3- Critique the overall marketing strategies of Kraft as demonstrated in this case.

Questions 4- As an example of the expansion of global marketing, Oreos can be found in how many countries?

Questions 5- What adjustments and adaptations did Kraft orchestrate? And why?

Questions 6- Branding tactics for Oreos and company affiliation might change from country to country. Justify Kraft’s marketing strategy.

Questions 7- Kraft uses various promotional channels. Explain the importance of this promotional strategy.

Cultural Intelligence (C.Q.) is a mechanism for people to successfully operate in culturally diverse conditions. Some of the situations might include interactions among persons with various characteristics such as race, age, creed, national origin, ethnicity, sexual orientation, etc. Thinking back to your initial readings and consulting any notes and previous work that you retained, think about cultural dynamics and your CQ and the focus of International Marketing.

Based on your research and the readings in your text please discuss the following questions with the class: 

Questions 8- Do you feel that CQ is important? Why? Or Why not?  Questions 9- How would you describe your CQ?  Questions 10- Would your team’s CQ affect your marketing maneuvers? 

From my map of the Universe, there are many performance similarities and differences within the Business-to-Consumer (B2C) and Business-to-Business (B2B) environments. B2B buyer(s) are normally knowledgeable, current on trends, and favors a combination of products, containing pre- and post-purchase services. Within the B2B environment, the client may make the purchase decision as a single buyer or in teams, combining product with end users comprising of three segments: businesses using the product for resale or manufacture; institutions or education; and government procurement.

Successful global marketers are those who achieve a balance between local, regional, and or global concerns and needs. Assume you are the International Marketing Manager or Chief Marketing Officer of your international firm.  (If you do not work for a global organization choose between Coca-Cola, GM (General Motors), Motorola, or Starbucks.)     

Based on the readings in your text, please discuss the following questions with the class:

Question 11- From my experience (above): B2B buyer(s) are normally knowledgeable, current on trends, and favors a combination of products, containing pre- and post-purchase services. What are your thoughts on my B2B assessments?

Question 12- Would you, as an International Marketing Manager, promote the value and perceived benefits so that organizations become aware of the services and the opportunities of your Global B2B organization? Why or Why not?

Question 13- Do you believe that customer satisfaction and quality are important in B2B marketing? Why or Why not?