1)
What are three strategies to achieve greater market diversity? Think
back to your Principles of Marketing course. What are the four P’s of
marketing? How can you apply to this to international marketing?
2)
Visit the domestic and international web sites of Kraft Foods
(www.kraft.com) and Philip Morris (www.philipmorrisusa.com). Why do you
think the Altria Group made Kraft its own company? Do you think it had
anything to do with the mix of business owned by Altria Group? Why or
why not? Can you think of other trends that encouraged Kraft’s
independence?
3)
International communications are more complex and more likely to
be misunderstood than domestic communications. Since this is the case,
should businesses use local employees, expatriates, or third-country
nationals? Why or why not? What is the difference between the three
different types of employees?
Many Japanese companies use ethnocentric staffing policies in
international operations. Why do you think Japanese companies prefer to
have Japanese in top management positions? Would you recommend a
change in this policy?
