Format for Exam:
Part 1: 25 multiple choice/tf/short fill ins
Part 2: One 5 –point essay and two 10-point essays
What you are responsible for:
Chapter 9 through 18 as indicated on syllabus
Online notes
APPLICATION of new product examples
Videos: advertising Scott paper, Kentucky Fried Chicken,
and Breathe Right
All class discussions
Term Project presentations
Exporters Handout
What you need to bring: Exporters’ handout
What notes you need to review: notes sets 6 through 14.
6 Infonation 7 Multinational Market 8 Market Entry Decisions 9 Consumer
and Industrial Products 10 Global Distribution Issues 11 Pricing in Global
Markets 12 International Notes on Exporting and Market Entry 13 Global
Promotional Strategy 14 Business Customs in Global Marketing
What we’ll do in review:
Go over basic outline on syllabus selecting out key concepts to review
Go over sample questions
Give you hints to focus your work
Basic rationale for each chapter
Chapter 9: How can we measure that a market is changing? What
are indicators that we can use? E.g. Rostow’s stages, problems with it,
various indicators
Chapter 10: How do countries organize to form a multinational market to help them with trade? What are the types of multinational markets? Focus on European Union as growing union, impact of euro
Chapters 11 and 14: How do firms decide the method to use in market entry? What are their strengths? What are their weaknesses? Will they export by themselves or hire someone in another country? Why will they choose some of the entry types that we chose to learn about?
Chapters 12 and 13: What analytical frameworks help us to evaluate potential success of products in foreign markets? Know levels of change (congruent innovation to discontinuous innovation). Also know 5 characteristics of innovations (complexity, etc).
Chapter 14: What do we need to know about distribution in other markets? We looked at the case of Japan. Changes in retail law. Large Scale Retail store law. Scaled down stores. KFC video. Impact on global e-commerce. Behaviors of consumers in internet cafes vs. at home. Necessary adaptations of web site.
Chapter 15: Exporting methods: FTZ, CIF, various licenses, etc. Forms. Changes and uncertainties in export law.
Chapter 16: Promotional methods. Communication model – what are the parts and how does it work? Can you work with examples from other countries? Print ads from other countries. Scott TV ads.
Chapter 17: Personal selling, differences in cultural values (e.g. individualism vs. collectivism), master of destiny, etc.
Chapter 18: Pricing: price escalation, CIF, pricing under
conditions of currency fluctuation, countertrade, target prices.
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