1. Who would you say had the greatest responsibility within the marketing research industry to raise the standards of ethics – market research suppliers, market research clients, or field services? Why?
2. What factors do you think enabled Sega to break Nintendo's near monopoly of the U.S. video game console market in the late 1980s?
3. Pick a product you feel you know well. What intermediaries do you think are used in bringing this product to market? What valuable services do you think these intermediaries provide?
4. How do political, legal, and economic forces shape national culture? What characteristics of national culture do you think have the most important effect on how successful a country is in doing business abroad?