global marketing
pequena94
globalmarketingexampart1.docxMake sure all parts of the essay questions are answered.
Exams must be typed, using 12-point font, and single-spaced within questions, and double-spaced between questions. There is no suggested length for questions; but please remember business writing is clear, concise and logically connected.
Should you choose to use resources outside of your textbook or class discussion slides you will need a reference section at the end of your test.
Essay Question by Section 1 – Chapter 12 (Global Marketing Management – Planning and Organization)
1. Discuss the benefits and costs to an MNC of accepting the global market concept. Explain the three points that define a global approach to international marketing and give an example of a company using this approach.
Section 2 – Chapters 13 & 14 (Products and Services for Consumers & Businesses)
Chap 13 PDF:
1. Define the country-of-origin effect and give examples of when to use country-of-origin in your branding strategy, and when not to use it. Be specific. (this can be found in chapter 13)
2. Argue for and against the use of the corporate name in global branding. Be specific and give examples.
Section 3 – Chapter 15 (International Marketing Channels)
Chap 15 PDF:
1. Channels of distribution tend to vary according to the level of economic development of a market. The more developed the economy, the shorter the channels tend to be. Why? Be specific and give examples.
