Name:__________________
Common Mistakes and Problems: Realistic Marketing (p. 228-234)
1. List the three main types of marketing errors.
2. In your own words, describe what a business-to-business relationship is.
3. What did Nortel do right to be successful in China?
4. What are two questions businesses should ask with regards to the size and
composition of a market?
5. What is a common branding mistake made by many companies?
6. What are some of the packaging requirements that differ between countries?
7. Briefly discuss how culture and customs impact sales. Provide examples.
Name:__________________
8. Complete the following chart with 10 examples of international branding
mistakes that you found on the Internet.
Brand
1. Gerber
Country or
Continent
Africa
Mistake
They used a cute baby picture as the label, not
realizing the many people in Africa can’t read, so they
associated the picture with the contents inside.