Exam 12: Global Marketing Management: Planning and Organization

HealthStore Inc. provides a broad and diverse range of services for the healthcare industry. It also manufactures a variety of hospital equipment. It wants to experience rapid growth and intends to have an organizational structure to better face international competition. What organizational structure will suit HealthStore best?

Briefly explain a strategic international alliance (SIA).

From the marketing perspective, the ideal market segment size, if customer satisfaction is the goal, is one.

Assume that you are a consultant for a telecom giant based in the United States that wishes to create a joint venture with a Chinese electronics company. The joint venture is expected to enter and compete in the eastern European market. Suggest an organizational structure that would be most suitable for this joint venture. Also, comment on why the structure might be a good one to use.

Harry and his team draft a plan for their organization, HD Corp. They primarily establish the overall goals that HD should accomplish in the next 25 years. In this case, Harry and his team are most likely engaged in ________ planning.

An international marketing plan begins with a situation analysis and culminates in the selection of an entry mode and a specific action program for a market.

A company is in the process of deciding the mode of entry it will use in Japan and China. The company is in which phase of the international planning process?

What market strategy usually means that the company sells to a buyer (importer or distributor) in the home country, which in turn exports the product?

Which organizational structure is the most extensive of those commonly adopted by companies seeking to compete globally?

An advantage of a matrix organizational structure in international business is that it permits management to respond to the conflicts that arise among functional activity, product, and geography.

Jared wants to know how to reach potential customers in small towns on the Spanish coast, so he should focus his planning on the ________ level.

Compare and contrast corporate, strategic, and tactical planning.

The most successful companies in the global marketplace today focus on country as the primary segmentation variable.

An American company has just entered into an agreement with a German firm to create a separate legal entity. This new firm will be allowed to conduct business and actively compete in various European Union markets. This is a joint venture.

Company G takes advantage of the Internet and flexible manufacturing to create products that vary depending on the market it is sold into. This demonstrates Company G's focus on

Describe three benefits of marketing to diverse customers with global marketing operations.

Mirros, a U.S. kitchenware distributor, sells its inventory twice a year to All Cooks, a kitchenware retailer in the United States. All Cooks, in turn, sells those products through its retail stores in Vietnam and Thailand. In which of the following entry modes is Mirros most likely engaged?

What type of planning is conducted at the highest levels of management and deals with products, capital, research, and the long- and short-term goals of a company?

What is the crucial question facing international marketers today?

A Belgium company sells its products to a large retailer in Belgium, who in turn sells the products all over Europe and Asia. This is an example of indirect exporting.