Question

1. Identify a minority market in the USA such as the Hispanic market. Write a description with details for the many submarkets within this segment.
2. Discuss the importance of global marketing and the impact of multinational firms on the world economy. Describe the external environment facing global marketers.
3. What are the various ways of entering the global marketplace? Give a brief description of each.

Answer 1

Answer-1.

Depend on the book“MTKG 9”,Hispanic Americans include many people with different backgrounds, while sixty percent of Hispanic Americans are Mexican-Americans. It is because of the diversity and language differences of the Hispanic population that brings many challenges to the market. Because Hispanics, especially the recent immigrants, often like products from their motherland. As a result, many retailers along the southern border of the United States imported goods from Mexico. About 42 percent of Hispanic men and more than half of Hispanic dads are the top decision makers in their home shopping. However, the impact of the family varies with age. The older Hispanic men have the greatest impact on purchase decisions of their family, and they choose different markets according to their own conditions or family demands. Most Hispanic men are more likely to be affected by advertising to buy new products. So the U.S. Market will be based on the characteristics of Hispanic Americans to sell products.

Answer-2.

Depend on the book“MTKG 9'',many countries are more dependent on international business than the United States. For example, France, Britain and Germany gained 1/27, 1/22 and 1/15 of their gross domestic product from the world trade, which are much higher than the 14 percentage points of the United States. So the importance of global market is that it brings a lot of development space to many small countries or developing countries. Multinational corporations usually carry out global business in different stages. Depend on the book“MTKG 9'',in the first stage, the companies operate in one country. In the second stage, the multinational companies set up foreign subsidiaries to deal with the sales of a country. In the third stage, the multinational companies conduct business in another country. The development of the fourth stage is mainly due to the the Internet, mainly related to high-tech companies. For these companies, their top management staff and core business functions are in different countries, the companies can gain competitive advantage through whether the availability of personnel or capital, low cost, or the companies adjacent to the most important customers. Depending on the location of certain markets or technologies, the multinational companies may have several global headquarters. For example, China’s electrical appliance manufacturer, Hair, have different headquarters in different countries, overseas income also accounts for a large proportion of total income. In my opinion,Global marketers face a variety of external factors that directly or indirectly affect and constrain international marketing, including the economic environment of international marketing, the population environment of international marketing, social and cultural environment, political and legal environment, natural environment, science and technology environment.

Answer-3.

According to the book “Marketing environment ,The main ways of entering the international market are as follows: 1. Export model. Export model includes two ways of indirect export and direct export. Indirect export refers that the enterprises engage in the export of products through their own countries’ middlemen（that is the professional foreign trade companies). Direct export refers that the enterprises have their own foreign trade departments, or use the middlemen of target countries to engage in the export of products. 2. Contract model. The contract model mainly includes six modes: license mode, the franchise mode, the contract manufacturing mode, the management contract mode and the project contract mode and the two-way trade mode. 3. Investment model. The investment model belongs to the advanced stage of entering the international market. For example, China’s “going out” strategy mainly refers to the investment model. 4. International strategic alliance. International strategic alliance refers that two or more enterprises for the mutual needs share the risk and achieve a common purpose to establish a cooperative relationship.