The following are the questions to prepare for your second exam. On the two exam days we will randomly select among the four questions – the quantity of questions will be determined on exam day. Please answer each question as thoroughly as possible, providing rich detail from our lectures, readings, and discussions. The organization of your answers, the complexity of your analysis, and the clarity of your critical thinking are the key elements of your evaluation. You will need a clean blue book for each day.
On the Global Marketplace – a. Defend or reject or modify Levitt’s bold assertions below on the nature of the global firm. Consider your marketing plan company as a reference point to help build your discussion. i. The world’s needs and desires have been irrevocably homogenized. This makes the multinational corporation obsolete and the global corporation absolute. ii. Technology drives consumers relentlessly toward the same common goals – alleviation of life’s burdens and expansion of discretionary time and spending power. iii. Cultural preferences follow one of two paths: they eventually lose relevance to economic decision making, or they diffuse to other groups and become the substance of global trends. b. Lastly, identify and discuss the main globalization opportunity or challenge impacting your project company. What must be done to strengthen the global position of your company’s brand? i. Pull from Holt, et al’s How Global Brands Compete to further support your discussion