MARK 2020 – Mid Term Winter 2022 INTERNATIONAL MARKET?NG Importing and Exporting                                                                                     5 Marks In recent weeks, Canada has had several border closures impacted by protests against COVID restrictions

MARK 2020 – Mid Term

Winter 2022

INTERNATIONAL MARKET?NG

1. Importing and Exporting                                                                                     5 Marks

In recent weeks, Canada has had several border closures impacted by protests against COVID restrictions.  Using recent media reports, identify:

1. A major product which Canada Imports which was affected by this closure
2. A major product which Canada exports which was affected by this closure

Note: You may not use Automotive as your example. In your answer describe:

• The nature of the industry
• The size of Canada’s imports or exports in this industry
• The impact of the border closure – not just on the financial impact of the closure, but also the impact on other industries – in Canada and the USA

2. Political Risk                                                                                                          5 Marks

Canada has historically had a reputation of being a “Safe” and Peaceful country.  Many of the examples of Political Risk discussed in the course did not seem to apply here.  Recently, we have seen a number examples of Social Unrest, and other examples of Political Risk.

Identify 1 major example of Political Risk that we have seen in Canada in the last year, based on the definitions from the text.  What was the risk? What was the event? How significant was the risk to Canada’s political system or social order?

Continued  . . .

MARK 2020 – Mid Term

Winter 2022

Continued

3. Intellectual Property                                                                                           5 Marks

Identify an international example of “Intellectual Property” theft of  a Canadian Patent, Trademark or Copyright.  Specifically, find an example of where an international organization has taken a Canadian Patent, Trademark or Copyright and Pirated, Knocked off or Imitated it without permission. Provide visuals.  Describe in what ways this can be considered Intellectual Property theft.  Describe what the Canadian Intellectual Property owner is doing to prevent or resist further theft.

Note: You may not use the examples provided in Class – Ice Wine, Roots or Canada Goose.

4. Culture                                                                                                                    10 Marks

We discussed two theoreticians who developed models of defining Culture – Hofstede and Hall.  Pick two contrasting countries (countries whose Hofstede scores and whose level of Hall’s Low vs High context are opposite) and discuss how this impacts Marketing in these countries.

For example – what are the implications of marketing to a country in which the culture is low context, future oriented, and nurturing; vs one that is high context, Indulgent and future oriented? (These are just examples of the type of inputs which might be part of your analysis).

From a Marketing perspective – what are the differences in how their culture might impact Marketing to these countries (eg are they resistant to new ideas? Does the marketing communication have to be direct and factual vs suggestive?)

Provide a screen shot of your Hofstede analysis from the website.  You can use the slide from the text to define where the country stands in regards to Hall’s Context analysis or you may use your own analysis based on the criteria of “High vs Low” context provided.