D311 Exam 3: Questions & Detailed Solutions
Common Marketing Orientations Right Ans - 1. Production Orientation
2. Sales Orientation
3. Customer Orientation
4. Strategic Orientation
5. Social Orientation
1. Production Orientation Right Ans - a. A firm is more concerned about
production variables such as efficiency, quality, or capacity than it is about
marketing
b. Goal: lower prices and/or higher quality
c. Usually used for selling commodities
2. Sales Orientation Right Ans - a. A firm assumes global customers are
reasonably similar and it can sell abroad the same product it sells at home
b. A firm will be aided in this approach when there is also a spillover of
product information from one country to another
3. Customer orientation Right Ans - a. A firm is sensitive to customer needs
4. Strategic Marketing Orientation Right Ans - a. Serve foreign market
b. Mix of production, sales and customers
c. Make incremental product adaption to serve the needs of customers
5. Social Marketing Orientation Right Ans - a. Enhance the well-being of all
of the stakeholders
b. Address environmental, health, social, and work-related problems
c. Example, Grameen-Danone
d. In between profit driven companies and non profit organization
[Case: Grameen-Danone] Right Ans - • What advantages might Danone
receive from the Grameen Danone joint venture?
-CSP: Corporate Social Responsibilities
-reputation, PR
-relationship with the country
• Discuss the five elements in the marketing mix used by Grameen Danone
Foods in Bangladesh
-Price is different
, -Product is added with nutrients
-Distribution: beggars sell products, walk around the village
[Case: Tommy Hilfiger] Right Ans - • Distribution Channel: in U.S.,
department stores
• Europe: fragmented
• In which of these five elements have Tommy's operating practices been the
most standardized globally?
-Brand, Promotion are relatively standardized
Segmenting Right Ans - by global segment, by country, mixing the market
mix, mass market vs. niche market
Five elements in marketing strategies Right Ans - Product, Price,
Promotion, Brand, Distribution
Product: Country adaptation vs. Global standardization Right Ans - -Legal
considerations: Labeling requirements, Environmental protection regulations,
Indirect legal considerations, Issues of standardization
-Cultural considerations: KFC in China
-Economic considerations
Price: Potential Obstacles in international pricing Right Ans - -Government
intervention: government policy can influence the min or max of price
-Market diversity
Skimming: start high, set low later on
Penetration: start low, set high later
Cost-plus: take the base cost and add on designed marginal cost
-Export price escalation
-Fluctuations in currency: Turkey LV and luxury products
-Fixed vs. variable pricing
Promotion: Should promotion differ between countries? Right Ans - -push
and pull mix: push is "pushing" products to the customers, pull is building
loyal customer base
-advertising standardization: translation, legality, message needs
-the internet: opportunities and problems.
Common Marketing Orientations Right Ans - 1. Production Orientation
2. Sales Orientation
3. Customer Orientation
4. Strategic Orientation
5. Social Orientation
1. Production Orientation Right Ans - a. A firm is more concerned about
production variables such as efficiency, quality, or capacity than it is about
marketing
b. Goal: lower prices and/or higher quality
c. Usually used for selling commodities
2. Sales Orientation Right Ans - a. A firm assumes global customers are
reasonably similar and it can sell abroad the same product it sells at home
b. A firm will be aided in this approach when there is also a spillover of
product information from one country to another
3. Customer orientation Right Ans - a. A firm is sensitive to customer needs
4. Strategic Marketing Orientation Right Ans - a. Serve foreign market
b. Mix of production, sales and customers
c. Make incremental product adaption to serve the needs of customers
5. Social Marketing Orientation Right Ans - a. Enhance the well-being of all
of the stakeholders
b. Address environmental, health, social, and work-related problems
c. Example, Grameen-Danone
d. In between profit driven companies and non profit organization
[Case: Grameen-Danone] Right Ans - • What advantages might Danone
receive from the Grameen Danone joint venture?
-CSP: Corporate Social Responsibilities
-reputation, PR
-relationship with the country
• Discuss the five elements in the marketing mix used by Grameen Danone
Foods in Bangladesh
-Price is different
, -Product is added with nutrients
-Distribution: beggars sell products, walk around the village
[Case: Tommy Hilfiger] Right Ans - • Distribution Channel: in U.S.,
department stores
• Europe: fragmented
• In which of these five elements have Tommy's operating practices been the
most standardized globally?
-Brand, Promotion are relatively standardized
Segmenting Right Ans - by global segment, by country, mixing the market
mix, mass market vs. niche market
Five elements in marketing strategies Right Ans - Product, Price,
Promotion, Brand, Distribution
Product: Country adaptation vs. Global standardization Right Ans - -Legal
considerations: Labeling requirements, Environmental protection regulations,
Indirect legal considerations, Issues of standardization
-Cultural considerations: KFC in China
-Economic considerations
Price: Potential Obstacles in international pricing Right Ans - -Government
intervention: government policy can influence the min or max of price
-Market diversity
Skimming: start high, set low later on
Penetration: start low, set high later
Cost-plus: take the base cost and add on designed marginal cost
-Export price escalation
-Fluctuations in currency: Turkey LV and luxury products
-Fixed vs. variable pricing
Promotion: Should promotion differ between countries? Right Ans - -push
and pull mix: push is "pushing" products to the customers, pull is building
loyal customer base
-advertising standardization: translation, legality, message needs
-the internet: opportunities and problems.
