<p>Topic Areas Covered by the Final Exam MKT 4720 Fall 2006</p><p>1. International marketing research</p><p>* Definition; similarities and differences between international and domestic research</p><p>* Process of international marketing research</p><p>- stages in the research process - problems associated with each stage of research</p><p>* Issues in international marketing research</p><p>- primary vs. secondary data and their quality - secondary data sources - type of secondary data necessary for importing and market expansion - sampling issues - questionnaire related issues - data collection issues - issues in interpretation of findings - reporting</p><p>* Important talents of international researchers</p><p>2. Marketing in EU and Japan</p><p>* European Union</p><p>- Level of economic integration - Evolution of European Union - Motivations of EU integration - Drawbacks of integration - Key characteristics of European Union - Key requirements for marketing success in EU</p><p>* Japan</p><p>- Nature of Japanese market environment - Key characteristics of Japanese consumers - Unique characteristics of Japanese distribution channels - Key requirements for marketing success in Japan 3. Marketing in Emerging Markets - China</p><p>* The scale and extent of Chinese economic growth - Economic growth - Foreign trade - Foreign investment</p><p>* The diversity of Chinese market - Regional diversity - Income distribution</p><p>* Chinese economic system - Characteristics - Strengths and weaknesses</p><p>* Characteristics of Chinese consumers - Key consumption concepts - Major market segments - Consumer behavior</p><p>* Key requirements for marketing success in China</p><p>4. Global Marketing Strategy</p><p>* Major determinants of international marketing performance</p><p>- The principle of “fit”</p><p>* Why use global marketing strategy?</p><p>- global industry versus traditional industry - major drivers and barriers of globalization - new sources of competitive advantage in the global market - the logic of pursuing a global marketing strategy</p><p>* Global marketing strategy</p><p>- dimensions/components of a global marketing strategy - the benefits of each dimension of global marketing strategy - the effect of global marketing strategy on firm’s performance</p><p>* The differences between multidomestic marketing and global marketing * The value chain configuration under multidomestic marketing and global marketing</p><p>* The process of formulating global marketing strategy</p><p>5. International Product Strategy</p><p>* Type of product strategy for international marketing</p><p>* Product standardization vs. adaptation</p><p>- the total product concept - benefits and drawbacks of standardization - general principle of product adaptation - factors that affect the degree of standardization/adaptation - type of product adaptation - the process of product adaptation</p><p>* Factors affect product decisions</p><p>- cultural and regulatory factors - global vs. national brands - country-of-origin effect - international standards</p><p>* Country-of-origin effect</p><p>6. International Marketing of Services</p><p>* Product versus services marketing - key differences - linkages between products and services - the role of services marketing in global trade</p><p>* Problems with services marketing</p><p>* Global environment of services marketing - key trends - major regulations - barriers</p><p>* Marketing tips for services - for services tied to goods - for services independent of goods 7. International Pricing</p><p>* Pricing for international markets</p><p>- importance of pricing - major pricing situations - strategy for first-time pricing - reasons for and challenges of changing prices</p><p>* Setting price</p><p>- stages in price setting - factors that affect price decisions - types of export-related costs - need to avoid violating the anti-dumping regulations of foreign countries</p><p>* Price escalation</p><p>- the phenomenon of export price escalation - factors that contribute to price escalation - strategies for reducing the harm of price escalation</p><p>* Transfer price</p><p>- major objectives of transfer pricing - factors that influence transfer pricing decisions - challenges of transfer pricing - IRS criteria for transfer price</p><p>8. International Channels of Distribution</p><p>* Foreign distributors</p><p>- types of foreign distributors - pros and cons of different types of foreign distributors</p><p>* International channels of distribution</p><p>- types of international channels - unique characteristics of international channels - length of channels and characteristics of the channels members - factors that affect a firm=s channels selection</p><p>* Sources for finding foreign distributors - government vs. private</p><p>* Criteria for evaluating foreign distributors</p><p>* Key issues in distribution negotiation</p><p>* Ways for working with foreign distributors</p><p>* Distribution strategy</p><p>- types of distribution strategy - issues in managing international distribution</p><p>* Gray market</p><p>- factors contributing to gray market - the effect of gray market on a firm=s international marketing - strategies for dealing with gray market</p><p>9. International Advertising and Promotion</p><p>* The process of communication</p><p>- the difference between domestic and international communications - types of media tools and their pros and cons - type of noises</p><p>* Obstacles of international communication</p><p>- types of obstacles - the effects of various types of obstacles</p><p>* Global Ad campaign</p><p>- components of global advertising - pattern advertising - pros and cons of global advertising - global advertising agencies</p><p>10. Managing International Sales Force</p><p>* International sales force - role of international sales force - types of international sales force and sales managers - pros and cons of various types of international sales force</p><p>* International sales management</p><p>- major tasks involved in international sales force management - problems involved in recruiting expatriate sales managers - strategy for successful recruiting expatriate sales managers - training needs of various types of international sales force - types of compensation for expatriate sales force - tools for supervising international sales force - ways to measure the performance of international sales force</p><p>* Being an expatriate</p><p>- successful selling approach in international markets - survival skills for expatriate managers</p><p>11. Implementation of global marketing strategy</p><p>* Major types of international organization structure</p><p>- relationship between degree of internationalization and organization structure - global product divisions vs. global geographical area divisions - the organization structure that is conducive to global and multidomestic marketing strategies - factors that affect organizational structure</p><p>* Centralization and decentralization of decision making</p><p>- the relationship between degree of centralization and types of international marketing strategies</p><p>* Global coordination: various degrees</p><p>* Roles of country managers/subsidiaries</p>