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19. You are the manager in charge of global operations at BankGlobal-a large com- mercial bank that operates in a number of countries around the world. You must decide whether or not to launch a new advertising campaign in the U.S. market. Your accounting department has provided the accompanying statement, which summarizes the financial impact of the advertising campaign on U.S. operations. In addition, you recently received a call from a colleague in charge of foreign operations, and she indicated that her unit would lose $8 million if the U.S. advertising campaign were launched. Your goal is to maximize BankGlobal's value. Should you launch the new campaign? Explain. (LOI, L06, L07) Financial Impact on U.S. Operations Total Revenues Variable Cost TV Airtime Ad development labor Total variable costs Direct Fixed Cost Depreciation-computer equipment Total direct fixed cost Indirect Fixed Cost Managerial salaries Office supplies Total indirect fixed cost Pre-Advertising Campaign $18,610,900 5,750,350 1,960,580 7,710,930 1,500,000 1,500,000 8,458,100 2.003,500 $10,461,600 Post-Advertising Campaign $31,980,200 8,610,400 3,102,450 11,712,850 1,500,000 1,500,000 8,458,100 2,003,500 $10,461,600

19. You are the manager in charge of global operations at BankGlobal-a large com- mercial bank that operates in a number of countries around the world. You must decide whether or not to launch a new advertising campaign in the U.S. market. Your accounting department has provided the accompanying statement, which summarizes the financial impact of the advertising campaign on U.S. operations. In addition, you recently received a call from a colleague in charge of foreign operations, and she indicated that her unit would lose $8 million if the U.S. advertising campaign were launched. Your goal is to maximize BankGlobal's value. Should you launch the new campaign? Explain. (LOI, L06, L07) Financial Impact on U.S. Operations Total Revenues Variable Cost TV Airtime Ad development labor Total variable costs Direct Fixed Cost Depreciation-computer equipment Total direct fixed cost Indirect Fixed Cost Managerial salaries Office supplies Total indirect fixed cost Pre-Advertising Campaign $18,610,900 5,750,350 1,960,580 7,710,930 1,500,000 1,500,000 8,458,100 2.003,500 $10,461,600 Post-Advertising Campaign $31,980,200 8,610,400 3,102,450 11,712,850 1,500,000 1,500,000 8,458,100 2,003,500 $10,461,600

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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26 19. You are the manager in charge of global operations at BankGlobal-a large com- mercial bank that operates in a number of countries around the world. You must decide whether or not to launch a new advertising campaign in the U.S. market. Your accounting department has provided the accompanying statement, which summarizes the financial impact of the advertising campaign on U.S. operations. In addition, you recently received a call from a colleague in charge of foreign operations, and she indicated that her unit would lose $8 million if the U.S. advertising campaign were launched. Your goal is to maximize BankGlobal's value. Should you launch the new campaign? Explain. (LOI, LO6, L07) Financial Impact on U.S. Operations Total Revenues Variable Cost TV Airtime Ad development labor Total variable costs Direct Fixed Cost Depreciation-computer equipment- Total direct fixed cost Indirect Fixed Cost Managerial salaries Office supplies Total indirect fixed cost Pre-Advertising Campaign $18,610,900 5,750,350 1,960,580 7,710,930 1,500,000 1,500,000 8,458,100 2,003,500 $10,461,600 Post-Advertising Campaign $31,980,200 8,610,400 3,102.450 11,712,850 1,500,000 1,500,000 8,458,100 2,003,500 $10,461,600 20. According to The Wall Street Journal, merger and acquisition activity in the first quarter rose to $5.3 billion. Approximately three-fourths of the 78 first-quarter deals occurred between information technology (IT) companies. The largest IT transaction of the quarter was EMC's $625 million acquisition of VMWare. The VMWare acquisition broadened EMC's core data storage device business to include software technology enabling multiple operating systems such as Microsoft's Windows, Linux, and OS X-to simultaneously and independently run on the same Intel-based server or workstation. Suppose that at the time of the acquisition a weak economy led many analysts to project that VMWare's profits would grow at a constant rate of 2 percent for the foreseeable future, and that the company's annual income was $39.60 million. If EMC's estimated opportunity cost of funds is 9 percent, as an analyst, how would you view the acquisition? Would your conclusion change if you knew that EMC had credible information that the economy was on the verge of an expansion period that would boost VMWare's projected annual growth rate to 4 percent for the foreseeable future? Explain. (LOI, LOS, LO6, L07) 21. Recently, European Union (EU) governments approved a five-year EU trade protec- tion against grain-oriented electrical steel (GOES) from Russia, Japan, China, South Korea, and the United States. The protection would consist of minimum import prices on shipments of GOES from any of the five listed countries. This measure was enacted as a punishment for exporters in these countries for allegedly dumping their product (i.e., selling below cost) on the European market. The European Steel Association lauded the plan, noting it would help protect an important subdivision of the steel industry. However, transformer manufacturers, who use GOES as an input to their pro- duction, have protested the minimum prices. They argue minimum prices will result in prices for GOES that are too high and lead some of these manufacturers to downsize or move production facilities outside the EU. Describe the various rivalries depicted in this scenario, and then use the five forces framework to analyze the industry. (LOI, LO3, L04, L07)
Transcribed Image Text:26 19. You are the manager in charge of global operations at BankGlobal-a large com- mercial bank that operates in a number of countries around the world. You must decide whether or not to launch a new advertising campaign in the U.S. market. Your accounting department has provided the accompanying statement, which summarizes the financial impact of the advertising campaign on U.S. operations. In addition, you recently received a call from a colleague in charge of foreign operations, and she indicated that her unit would lose $8 million if the U.S. advertising campaign were launched. Your goal is to maximize BankGlobal's value. Should you launch the new campaign? Explain. (LOI, LO6, L07) Financial Impact on U.S. Operations Total Revenues Variable Cost TV Airtime Ad development labor Total variable costs Direct Fixed Cost Depreciation-computer equipment- Total direct fixed cost Indirect Fixed Cost Managerial salaries Office supplies Total indirect fixed cost Pre-Advertising Campaign $18,610,900 5,750,350 1,960,580 7,710,930 1,500,000 1,500,000 8,458,100 2,003,500 $10,461,600 Post-Advertising Campaign $31,980,200 8,610,400 3,102.450 11,712,850 1,500,000 1,500,000 8,458,100 2,003,500 $10,461,600 20. According to The Wall Street Journal, merger and acquisition activity in the first quarter rose to $5.3 billion. Approximately three-fourths of the 78 first-quarter deals occurred between information technology (IT) companies. The largest IT transaction of the quarter was EMC's $625 million acquisition of VMWare. The VMWare acquisition broadened EMC's core data storage device business to include software technology enabling multiple operating systems such as Microsoft's Windows, Linux, and OS X-to simultaneously and independently run on the same Intel-based server or workstation. Suppose that at the time of the acquisition a weak economy led many analysts to project that VMWare's profits would grow at a constant rate of 2 percent for the foreseeable future, and that the company's annual income was $39.60 million. If EMC's estimated opportunity cost of funds is 9 percent, as an analyst, how would you view the acquisition? Would your conclusion change if you knew that EMC had credible information that the economy was on the verge of an expansion period that would boost VMWare's projected annual growth rate to 4 percent for the foreseeable future? Explain. (LOI, LOS, LO6, L07) 21. Recently, European Union (EU) governments approved a five-year EU trade protec- tion against grain-oriented electrical steel (GOES) from Russia, Japan, China, South Korea, and the United States. The protection would consist of minimum import prices on shipments of GOES from any of the five listed countries. This measure was enacted as a punishment for exporters in these countries for allegedly dumping their product (i.e., selling below cost) on the European market. The European Steel Association lauded the plan, noting it would help protect an important subdivision of the steel industry. However, transformer manufacturers, who use GOES as an input to their pro- duction, have protested the minimum prices. They argue minimum prices will result in prices for GOES that are too high and lead some of these manufacturers to downsize or move production facilities outside the EU. Describe the various rivalries depicted in this scenario, and then use the five forces framework to analyze the industry. (LOI, LO3, L04, L07)
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