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1 A country’s natural environment influences its attractiveness to an international marketer of industrial products. Discuss.
2 Explain why a country’s balance of trade may be of interest to an international marketer.
3 Discuss the advantages and disadvantages of having the same product range shown in all IKEA catalogues around the world?
4 The catalogue is the most important element in IKEA’s global marketing planning. Discuss if there could be some cultural differences in the effectiveness of the catalogue as a marketing tool.
5 Explain some cultural differences which are illustrated by the two different illustrations of the same product (from the Danish and Chinese IKEA catalogues).