Assignments “International Marketing Management” IBM UKWMS Ch 1

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. A company’s global marketing strategy (GMS) is a crucial, competitive

tool. Describe some of the global marketing strategies available to
companies. Give examples of companies that use the different strategies.
(This question invites reference to Table 1-2).

4. UK-based Burberry is a luxury fashion brand that appeals to both genders

and all ages. To improve Burberry’s competitiveness in the luxury goods
market, CEO Angela Ahrendts recently unveiled a new strategy that
includes all the elements of the marketing mix. Their strategy also
addresses key markets that Burberry will participate in, as well as the
integration and coordination of marketing activities. Search for recent
articles about Burberry and write a brief summary that outlines
Burberry’s GMS.

5. Explain and discuss the differences between the global marketing

strategies of Harley-Davidson and Toyota?
6. Describe the difference between ethnocentric, polycentric, regiocentric,
and geocentric management orientations.

7. Identify and briefly describe some of the forces that have resulted in
increased global integration and the growing importance of global
marketing.

8. Define leverage and explain the different types of leverage utilized by

companies with global operations.
(Webster’s New World Dictionary defines “leverage” as an “increased
means of accomplishing some purpose.”)

9. The Coca-Cola Company has convincingly demonstrated that the ability

to think globally and act locally can be a source of competitive advantage.
Justify this statement using examples.

10 Using McDonald's as an example, show how effective global marketing

can be successfully achieved.