¢ Compare and contrast the purpose and content of a corporate Web site to that of a marketing Web site.
¢ Use a scenario to discuss why a company may want to avoid destroying a close competitor? Answer: Bausch & Lomb moved aggressively against other soft lens manufacturers with great success. However, this forced weak competitors to sell out to larger firms such as Schering-Plough and Johnson & Johnson. As a result, Bausch & Lomb now faces much larger competitors such as Johnson & Johnson, who bought Vistakon.
¢ Why is it important for companies to understand cultural differences and nuances before entering a foreign country’s market? Give two examples of cultural differences that would be important for a company to know.
¢ Discuss the international marketing objectives and policies a company should try to define before going abroad.
¢ How is the societal marketing concept related to marketing ethics?
¢ How do consumerism and environmentalism affect marketing strategies?