Read the attached articles and answer following questions. Use 5 pages to answer questions 1 to 4 and 2 pages to answer question 5.

Cateora, P., Gilly, M.C., and Graham, J. (2013). International Marketing. (16th ed). New York, NY: McGraw-Hill/Irwin. ISBN: 978-0073529974 (Chapter 1 and 2), “Globalization of Markets”, “Pitfalls of Global Marketing” and HBS “Vietnam: Market Entry Decisions” case

1. Levitt’s “Globalization of Markets” is considered to be a seminal article in international marketing.

a) Summarize Levitt’s article in detail. In your summary, be sure to identify and discuss the factors that Levitt states have led to the globalization of markets.

b) Explain the meaning and advantages of standardization.

c) Do you agree with Levitt’s premise given that this article was written more than two decades ago? Is the article still relevant today? Why or why not? (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)

2. You read the article by Levitt and expressed your opinion on it. However, Kashani’s article on the “Beware the Pitfalls of Global Marketing?” articulates different perspectives on global marketing.

a) Summarize Kashani’s article in detail. In your summary be sure to identify and explain in detail the five propositions he articulates on the “Pitfalls of Global Marketing?”

b) What are Kashani’s contentions? Do you agree or disagree? Why or why not?

c) In your opinion, are there any other pitfalls of global marketing that you can identify? Why or why not? (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources)

3. In a course on global marketing, it is imperative that you know about different types of organizations that operate globally.

a) Identify, define and explain in substantive detail the different types of organizations based on the EPRG (Ethnocentric, Polycentric, Regiocentric, and Geocentric) framework.

b) Although there are many different categorizations of companies (as described in Chapter 1 and Video Lecture 1), define a global corporation. Is a global company same as or different from a firm described as a geocentric organization?

c) Identify and explain in substantive detail the characteristics that manifest a global company. (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)

4. The articles entitled “Globalization of Markets” and” “Pitfalls of Global Marketing” reveal that one size does not fit all. It is evident that are tremendous advantages can be accorded to a firm by using a standardization strategy. However, those arguing for adaptation strategies may also be correct.

a) What are the advantages and disadvantages of customizing products? Explain your answer in detail. (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources)

5. The following questions are based on the HBS Vietnam case.

a) Did Vietnam represent an attractive expansion opportunity? Explain your reasoning in detail.

b) When and how should each MNC enter Vietnam (HINT: You can only answer this question by assessing the pros and cons of each entry mode and timing.)

I. Chemical?

II. Sports?

III. Children?

c) Discuss the factors that will determine if a MNC is successful in Vietnam. Do not ignore the impact of any significant variables such as economy, political-legal, personnel, etc.

Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!

NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.