1. Imagine you are the marketing manager for a US manufacturer of disposable diapers. Your firm is considering entering the Brazilian market. Your CEO believes the advertising message that has been effective in the United States will suffice in Brazil. Outline some possible objections to this. Your CEO also believes that the pricing decisions in Brazil can be delegated to local managers. Why might she be wrong?
2. Within 20 years we will have seen the emergence of enormous global markets for standardized consumer products. Do you agree with this statement? Justify your answer.
3. You are the marketing manager of a food products company that is considering entering the Indian market. The retail system in India tends to be very fragmented. Also, retailers and wholesalers tend to have long-term ties with Indian food companies, which make access to distribution channels difficult. What distribution strategy would you advise the company to pursue? Why?
4. Price discrimination in indistinguishable from dumping. Discuss the accuracy of this statement?
KODAK IN RUSSIA
How did the Russian Marketdiffer from markets in developed western nations? How were these differences likely to impact upon demand for photographic Products?
How did Kodak adjust its marketing mix in Russiato match local requirements?Do you think this was the right thing to do?
Kodak’s traditional film business is now under attack from digital photography (in which Kodak is also a leader). Should Kodak adjust its marketing mix for digital productsto the Russian market? Why?