PART SIX SUPPLEMENTARY MATERIAL THE COUNTRY NOTEBOOK—A Guide for Developing a Marketing Plan 613 CASES Cases can be found in SmartBook or xxxiv the Instructor Resources within Connect. 1 An Overview 1-1 Starbucks—Going Global Fast 1-2 Nestleˊ: The Infant Formula Controversy 1-3 Coke and Pepsi Learn to Compete in India 1-4 Marketing Microwave Ovens to a New Market Segment 2 The Cultural Environment of Global Marketing 2-1 The Not-So-Wonderful World of EuroDisney—Things Are Better Now at Disneyland Resort Paris 2-2 Cultural Norms, Fair & Lovely, and Advertising 2-3 Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe? 2-4 Ethics and Airbus 2-5 Coping with Corruption in Trading with Vietnam 2-6 When International Buyers and Sellers Disagree 2-7 McDonald’s and Obesity 2-8 Ultrasound Machines, India, China, and a Skewed Sex Ratio 2-9 Coping with Piracy in China 3 Assessing Global Market Opportunities 3-1 International Marketing Research at the Mayo Clinic 3-2 Swifter, Higher, Stronger, Dearer 3-3 Marketing to the Bottom of the Pyramid 3-4 Continued Growth for Zara and Inditex 3-5 A Sea Launch Recovery? 3-6 Club Med and the International Consumer 3-7 Gillette: The 11-Cent Razor, India, and Reverse Innovation 4 Developing Global Marketing Strategies 4-1 Tambrands—Overcoming Cultural Resistance 4-2 Iberia Airlines Builds a BATNA 4-3 Sales Negotiations Abroad for MRI Systems 4-4 National Office Machines— Motivating Japanese Salespeople: Straight Salary or Commission? 4-5 AIDS, Condoms, and Carnival 4-6 Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries 4-7 The Obstacles to Introducing a New Product to a New Market 4-8 Mary Kay in India 4-9 Adidas Battles Allegations of Shirking Responsibility to Workers Glossary 622 Photo Credits 631 Name Index 633 Subject Index 640
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