4.3.1 Marketing

Question 1

What is glocalisation?

2

Answer 1

• Marketing, maintains consistent brand image across world

- Adaptions to suit local markets

Question 2

Strengths of localising your brands (glocalisation)?

2

Answer 2

• Tailor to local/tastes habits = ^market share

- Localised production = >costs and green image

Question 3

Which type of market requires glocalisation?

1

Answer 3

• Mass markets

Question 4

What is domestic/ethnocentric marketing?

1

Answer 4

• Focus on home country

Question 5

What’s international/polycentric marketing?

2

Answer 5

• Believe all markets = diff

- Decisions designed to suit needs of local consumers

Question 6

What is mixed/geocentric marketing?

2

Answer 6

• Believe people all over world share some characteristics (global)
• Accepts local diff exist (localisation)

Question 7

Examples of local adjustments that may be needed (marketing mix)?
4

Answer 7

• Product: size, taste, packaging
• Promo: methods/content
• Place: delivery service expected?
• Price: pricing strats due to local comp

Question 8

List the different approaches to global marketing?

3

Answer 8

• Ethnocentric/domestic
• Polycentric/international
• Geocentric/mixed