1
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Marketers must consider the global marketing environment when determining strategy. In addition to the international trade system, economic environment, and cultural norms, what other environmental factor is a critical consideration? Use an example to illustrate the importance of this environmental factor.
2
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Thousands of businesses must strike a balance between standardizing marketing practices on a global scale versus adapting products to local markets. List two companies within the same industry, such as Toyota and Volkswagen, that approach their global marketing strategy using product standardization or adaptation. Then check global sales to help determine which approach is most effective.
3
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Procter & Gamble makes dozens of laundry detergents and adapts these products to market preferences around the world. Two of these brands include Ariel and Mif. Why might European markets prefer Ariel’s formulation and Russian markets demand Mif? Build a list of three reasons why Western Europe and Eastern Europe may differ in their laundry detergent preferences.
4
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You are working on a marketing campaign for the Japanese division of Malley’s Chocolates. You have created a pitch to top executives for a commercial featuring a Japanese husband surprising his wife in her bedroom on Valentine’s Day with a small box of chocolates containing four candies. Would this be a good idea for a commercial? Why or why not?