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1 What are the factors that affect the length, width and number of marketing channels?
2 In attempting to optimize global marketing channel performance, which of the following should an international marketer emphasize: training, motivation or compensation? Why?
3 When would it be feasible and advisable for a global company to centralize the coordination of its foreign market distribution systems? When would decentralization be more appropriate?
4 Compare domestic communication with international communication. Explain why ‘noise’ is more likely to occur in the case of international communication processes.
5 Why do more companies not standardize advertising messages worldwide? Identify the environmental constraints that act as barriers to the development and implementation of standardized global advertising campaigns.