European Marketing Management, Master WS 2016/2017 Prof. Dr. Sandra Haas, [email protected], Tel: +49-3375-508-550 Consultation: Thursday 1.30 p.m. – 2.30 p.m. (office: 100-303) Discussion session 1 1.1 The following are examples of political risk actions: a price and tax controls. b. local-content laws and exchange controls. c. import and labour restrictions. d. all of the above 1.2 Which of the following is not an element of culture? a Language. b. Art. c. Traditions. d. Tax law. 1.3 To assess the potential of international markets, organizations generally compare nations with respect to: a 'demographics, GNP/capita' and 'consumer preferences' b. consumer preferences. c. demographics, GNP/capita. d. political regime 1.4 The cultural environment of a country is best defined by which characteristics? a Production process and standards of measurement. b. Standard of living and stage of economic development. c. Values, attitudes, heroes, myths and symbols. d. Degree of nationalism and economic community membership 1.5) Social and cultural considerations in international marketing: The globalization of markets by Levitt (1983) Having read Levitt’s article, please answer following questions: Q1: What are the key arguments of Levitt’s opposed globalization of markets? Q2: What strategic advises gives Levitt to internationally operating companies? Q3: Find examples that support/ object Levitt’s theory. Q4: Take a critical view at Levitt’s theory and argue against. 1.6) Social and cultural considerations in international marketing: Language Q1: Comment on the assumption “If people are serious about doing business with you, they will speak English.”.
European Marketing Management, Master WS 2016/2017 Prof. Dr. Sandra Haas, [email protected], Tel: +49-3375-508-550 Consultation: Thursday 1.30 p.m. – 2.30 p.m. (office: 100-303) 1.7)Internet Exercises Q1: Compare and contrast an international marketer’s home page for presentation and content; for example, Coca Cola () with its foreign version (like