Define strategic planning. How does strategic planning for international marketing differ from domestic marketing?
Discuss the effect of shorter product life cycles on a company’s planning process.
What is the importance of collaborative relationships to competition?
In Phases 1 and 2 of the international planning process, countries may be dropped from further consideration as potential markets. Discuss some of the conditions that may exist in a country that would lead a marketer to exclude a country in each phase.
Assume that you are the director of international marketing for a company producing refrigerators. Select one country in Latin America and one in Europe and develop screening criteria to use in evaluating the two countries. Make any additional assumptions that are necessary about your company.
“The dichotomy typically drawn between export marketing and overseas marketing is partly fictional; from a marketing standpoint, they are but alternative methods of capitalizing on foreign market opportunities.” Discuss.
How will entry into a developed foreign market differ from entry into a relatively untapped market?
Why do companies change their organizations when they go from being an international to a global company?
Formulate a general rule for deciding where international business decisions should be made.
Explain the popularity of joint ventures.
Compare the organizational implications of joint ventures versus licensing.
Visit the websites of Maytag Corporation (www.maytag.com/) and the Whirlpool Corporation (www.whirlpool.com/), both appliance manufacturers in the United States. Search their sites and compare their international involvement. How would you classify each—as exporter, international, or global?
Using the sources in Question 13, list the different entry modes each company uses.
Visit the Nestlé Corporation website (www.nestle.com/) and the Unilever website (www.unilever.com/). Compare their strategies toward international markets. In what ways (besides product categories) do they differ in their international marketing?
