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Name: Grade:
Category Content (80%)
Professionalism (10%)
Connections (DATA 10%)
5
EXEMPLARY CONTENT
• Indisputable case analysis
• Sound and specific proofs that fully support decision
• Covers factors Fig 14.4 (PLC)
o Customers
o Competitors
o MKTG Obj
o Product
o Place
ERROR FREE
• No errors
• Assured command of grammatical structures, punctuation, spelling, mechanics,
usage
• Language use enhances message
• APA (in-text citation)
Turn-it-in Score is “Blue”
OUTSTANDING CONNECTIONS
Makes numerous (4+) connections between global theory, research and Case
details
4
STRONG CONTENT
• Strong case analysis
• Thoughtful assertions that relate closely to the case
• Reasonably detailed proofs of decision
• Covers factors Fig. 14.4
THREE CONNECTIONS
Makes many (3) connections between global theory, research and Case details
3
ADEQUATE CONTENT
• Adequate case analysis
• Assertions are of adequate relevance to the case
• Adequate proofs of assertions
• Covers factors Fig. 14.4 with adequate reasoning
FEW ERRORS
• Few errors; meaning not impeded
• Confident use of grammar, punctuation, mechanics, usage
• 1-3 spelling errors
• Language use conveys message
• APA (in-text citation)
Turn-it-in Score is GREEN
TWO CONNECTIONS
Makes some (2) connections between global theory, research and Case details.
2
UNSATISIFACTORY CONTENT
• An incomplete or case analysis
• inadequate assertions of some relevance to the case
• Inadequately detailed proofs
• Did not cover all required factors Fig 14.4
One CONNECTION
Makes few (1) connections between global theory, research and Case details
0
LITTLE OR NO CONTENT
• No case analysis
• Few or little assertions
• Little or no proof
• Little attempt to address the factors Fig 14.4
• Turn-it-in is YELLOW or RED
UNCLEAR
• Incoherent sentence flow
• Incoherent sentence structure
• Broken language use and word choice
Turn-it-in Score is YELLOW or RED
/ 5 X 80 = / 5 X 10 = / 5 X 10 =
Turnitin Index:
Decision Four – 70 Marks, 10% of your Grade
Working in pairs, your next Decision is to design the global marketing plan for the case in question. Each
section is worth 10 marks.
Product
Chapter 14, Section 14.4 and Figure 14.4 – Product lifecycle
Chapter 14, Section 14.8, Figures 14.15 & 14.16 and Table 14.2
Price
Chapter 15, Figure 15.1
Distribution (Place)
Chapter 16, figure 16.1, 16.4 & 16.8
Promotion
Chapter 17, Figure 17.3
Instructions
In designing the plan, figure 14.4 is a roadmap. You will see all the elements/sections of your plan there
are: Customers (Target Market), Competitors, Marketing Objectives, and the 4P’s.
Step One: Determine the stage of the product life cycle for the country you’ve selected.
Step Two: Design your plan to account for the stage of the lifecycle. The tactics noted on Figure 14.4
are high-level helpful points for you to consider and include in your plan. Feel free to add 1 or 2 more as
it applies.
Step Three – Write a strong rationale for your design.
• CLR 01 – Design the Global Marketing Plan.
APA in-text citation is the LKSB standard.
- Instructions Decision Four – 70 Marks, 10% of your Grade
Reference Material
Price
Distribution (Place)
Promotion
Instructions
Course Learning Outcomes
Bibliography
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Chapter 16
Distribution decisions
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 16.1 Channel decisions
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 16.3 Three strategies for market coverage
Source: Lewison (1996, p. 271).
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 16.4 Factors influencing channel width
Source: adapted from Lewison (1996, p. 279).
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 16.6 Multi-channel distribution
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 16.7 Dell’s four major worldwide distribution channels
Exhibit 16.2 Dell’s use of the multi-channel distribution strategy
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 16.8 Criteria for evaluating foreign distributors
Source: adapted from Cavusgil et al. (1995).
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 16.11 The ‘banana split’ model. How much (in percentages of the retail value in the UK) stays with each chain actor to cover costs and margin
Source: adapted from Vorley, B. (2003, Fig. 7.2, p. 52).
Exhibit 16.3 The ‘banana split’ model
Slide 16.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 16.12 Channel relationships and the concept of trade marketing
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Chapter 15
Pricing decisions and terms of
doing business
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 15.1 International pricing framework
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Table 15.1 Examples of price escalation
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 15.2 Strategies for pricing a new product
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Note: EU prices are an average of prices in France, Germany, Italy, Spain and UK
Exhibit 15.1 German car manufacturers are using ‘skimming’ price strategy
in China
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Table 15.2 Sales volume increase or decrease (%) required to maintain total profit contribution
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 15.5 Structural factors of standardized versus differentiated pricing in European consumer goods markets
Source: reprinted from European Management Journal, vol. 12, no. 2, Diller, H. and Bukhari, I. (1994) ‘Pricing conditions in the European Common Market’, p. 168, Copyright 1994, with permission from Elsevier.
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 15.6 A taxonomy of international pricing practices
Source: adapted from Solberg et al. (2006, p. 31). In the original article Solberg has used the concept ‘globality’ rather than ‘globalism’.
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Table 15.3 Global pricing contracts: advantages and disadvantages
Source: based on Narayandas et al. (2000, pp. 61–70).
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 15.9 The process for handling letters of credit
Source: Phillips et al. (1994, p. 454). With permission from Cengage Learning.
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Source: TonyV3112/Shutterstock.com.
Slide 15.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Part IV
Designing the
global marketing programme
Chapter 14
Product decisions
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure IV.1 Environmental factors influencing the balance between standardization and adaptation
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure IV.2 Standardization and adaptation of the international marketing mix
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure IV.3 Analysis of a company’s standardization potential
Source: adapted from Kreutzer (1988). Reproduced with kind permission from Emerald Group Publishing Ltd; www.emeraldinsight.com.
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Table IV.1 Main factors favouring standardization versus adaptation
Source: Essentials of Global Marketing, FT/Prentice Hall (Hollensen, S. 2008) p. 299, Table 1, Copyright © Pearson Education Limited.
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Source: Brian Ach/Getty Images.
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Source: Brian Ach/Getty Images.
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.1 The three levels of a product
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.3 The product life cycle and time to market
Source: Marketing Management: A relationship approach, 2nd ed., Financial Times/Prentice Hall (Hollensen, S. 2010) Figure 11.7, Copyright © Pearson Education Limited.
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.4 The product life cycle and its strategic marketing implications
Source: Marketing Management: A relationship approach, 2nd ed., Financial Times/Prentice Hall (Hollensen, S. 2010) Figure 11.7, Copyright © Pearson Education Limited.
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.6 Comparison of product life cycles (PLCs) for product forms (TLCs – here operating systems for smartphones) and single product models, like iPhone, Samsung galaxy and Huawei
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.8 International product life cycle (IPLC) curves
Source: Onkvisit and Shaw (1993, p. 483).
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.9 Product life cycles (PLCs) of different countries for a specific product
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Slide 14.*
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017
Figure 14.13 Different degrees of product newness
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