Students' zone - Learning Assignments

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Chapter 8 Global marketing

(1) What are the benefits of global standardisation?
(2) Can you identify 10 ‘global’ products?
(3) In Table 8.2, most of the top global brands are from the United States. Why do you think this is?
(4) Why has Unilever announced that it is reducing its brands from 1600 to 400? What are the risks of
doing so?
(5) What potential problems will a marketer encounter in having a ‘global’ advertising campaign?
(6) What are the benefits of using a single advertising agency?
(7) Why can global pricing lead to sub-optimisation?
(8) What is the difference between global account management and global solution selling?
(9) What are the typical problems associated with global account management?