Problem 1. What are some ways foreign consumer behavior is affected by culture, subculture, or personal factors? Is it preferable for a company to conduct its own global marketing strategy or to hire an outside company to conduct research for them? Explain your answer.
Problem 2. What are some factors to consider when segmenting global markets? How do organizations decide which market segments to target?
Problem 3. What are some global brands you believe have high brand quality? What are some of the elements of these recognizable brands? Do you think it is crucial to manage brand equity? If so, why? Name a recent global brand crisis with which you are familiar. Was this crisis managed well? Explain your answer.
Problem 4. How does an organization leverage existing clients to find new clients? How could you leverage your existing clients to grow your business? How can you extend the lifetime value of your customers?