Culture of global firms tend to become ethnocentric

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1. The Perot Corporation believes that the mere fact that it is an American firm will give it an edge in NIE markets. Do you agree or not? Defend your answer.

2. One of the reasons for a deficient customer orientation is the decidedly centralized character of m ost firms' global marketing efforts. Explain with examples.

3. Briefly distinguish between "global" and "regional" products. Why are services more difficult to standardize compared to products?

4. Explain the term "brand equity."

5. Briefly describe the three ap proaches a global firm may employ to coordinate pricing in global markets. Which is MOST commonly used? Why?

6. Given the unique problems associated with global advertising, why would a firm desire to enter the global arena?

7. Explain what "corporate culture" is. Why does the culture of global firms tend to become ethnocentric? 7 questions to be answered

Reference no: EM13672687

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