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TEST YOURSELF
Chapter 20: Global Marketing
Essay Questions
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The Canadian government provides a great deal of assistance to exporters
in the form of trade officers in every embassy and consulate, travel
support programs, and Export Development Canada (EDC). Periodically,
the Prime Minister and several provincial Premiers travel to other
countries with businesspeople as “Team Canada” to increase
Canada’s export and other international business opportunities.
Reconcile the federal and provincial governments’ extensive
involvement in this area with Figure 20.1, which shows that Canada
has a positive merchandise trade balance, but a negative non-merchandise
trade balance, resulting in a negative balance of payments.
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Cultural differences are very important to recognize in developing
marketing mixes for foreign markets. However, some products do not
appear to be “culture-bound”, such as Levi’s jeans,
Coca-Cola, Rolex watches, and computers. The text says that “culture-boundness”
is a function of time, and that products that have been around a long
time like food and clothing are more culture-bound than newer products
like computers and cellphones. However, Levi’s and Coca-Cola
are not new products; they are both over a hundred years old. Explain
why they are not culture-bound.
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One of the principles running throughout all World Trade Organization
agreements is that trade should be more beneficial for less developed
countries. Suppose you are the marketing manager for a major Canadian
multinational company, such as Nortel or Bombadier. How would this
principle affect your dealings in less developed economies?
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The European Union (EU) has resulted in a trading bloc consisting
of a giant market of nearly 400 million consumers, which is considerably
larger than the market available to Canada, the U.S., and Mexico through
NAFTA. Some nations are worried that the EU “could turn into
Fortress Europe.” In other words, they are concerned that it
would attempt to become self-sufficient and isolate its consumers
from the rest of the world. Based on what you have read in this chapter,
how likely is that to occur? Why will the EU not close its market
to the rest of the world?
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Discuss the future role of the Internet in global marketing. Will
it be the most important element of the marketing communications mix
for products that are marketed globally in the future?
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