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Global Marketing > 8A > Flashcards

8A Flashcards

1
Q

Effective communication requires three conditions to be identified. They are

A

Media Planning
Message Execution
Communication objectives

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2
Q

What is Marketing Communications

A

“Marketing communications are the means by which firms attempt to inform, persuade and remind consumers -directly or indirectly -about the products, services and brands they sell”

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3
Q

What are the 6 parts of the marketing communication mix

A

Personal Selling, Direct Marketing, Advertising, Sales promotion, Public Relations, Social Media Marketing

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4
Q

What’s the role of marketing communications - identify 5 points

A
  1. To facilitate the exchange process through engaging and exciting people to experience the market offering. - to excite
  2. To inform and show customers how and why a market offering is used -to demonstrate
  3. To allow companies to to link brands to other people, places, events, brands, experiences, feelings and things.
  4. To show who develops and supplies the market offering and hence judge their reputation.
  5. To contribute to brand equity, drive sales and affect shareholder value.
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5
Q

What is Internal Marketing

A

Communication with Internal Stakeholders around the world identifying the vision, mission, values ethics, objectives, priorities and procedures through online and offline communication channels.

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6
Q

What is External Marketing

A

Vision, mission, values, ethics, range of products/services, pricing structures, distribution channels, through online and offline communication to the customer from the brand

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7
Q

What is relationship marketing

A

A two-way communication channel between the brand and the consumer where it measures how effectively - and appropriately - do staff around the world deal with each of the customers and the stakeholders.

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8
Q

What is the Communication Process

A

the transition of information between brand and consumer where both the sender and the receiver of information must share an understanding of the symbols used to transmit information

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9
Q

What are the 3 conditions for effective communication

A

Communication Objectives
Message execution
Media Planning

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10
Q

what are the 4 factors affecting marketing communication

A

Economic differences
Sociocultural differences
Competitive differences
Legal/Regulatory differences
Language differences

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11
Q

What’s the Hierarchy of communication effects

A

Exposure
Attention
perception
Learning
Attributes
Action
Post-purchases
Note: the bottom is exposure and goes higher

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12
Q

List all forms of one-way communication in the Marketing communication mix

A

Sales Promotion
Advertising
Public Relations

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13
Q

List all forms of two-way communication in the marketing communication mix

A

Social Media Marketing
Personal Selling
Direct Marketing

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14
Q

What are the 6 Major international advertising decisions

A

Objective Setting
Budgeting Selection
Messaging selection
Media Selection
Agency Selection
Marketing evaluation

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15
Q

what is objective setting

A

Communication Objectives
Sales objectives

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16
Q

What are the budgeting theories to consider for international advertising decisions

A

Competition parity approach
affordable/percentage of sales approach
Objective and task Approach

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17
Q

What is Percentage of sales/affordable approach

A

The firm automatically allocates a fixed percentage of sales to the advertising budget

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18
Q

what is the competitive parity approach

A

The firm estimates and duplicates the competition amount spent of marketing communications

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19
Q

What is the objective and task approach

A

Determine the objectives and then ascertaining the tasks needed to attain the objectives

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20
Q

what are the factors which need to be considered when adopting a certain form of media for marketing communication

A

Based on Mass media or a targeted approach
Reach
frequency
Impact

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21
Q

what are the messaging decisions which need to be considered

A

USP
Standardising or adapting

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22
Q

What are the types of media which need to be considered for marketing communication decisions.

A

TV
Radio
Outdoor advertising
newspaper
Magazine

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23
Q

what are the factors which need to be considered when selecting a national or international agency for marketing communication agency

A

Type of product
Nature of advertising
policy of the company

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24
Q

what are the factors for advertising evaluation for the international consumer decision

A

Communication impact
Sales impact
pretesting of print/TV ads

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25
Q

Define Sales promotion

A

Incentives to consumers or the trade that are designed to stimulate purchases

26
Q

provide examples for sales promotion

A

Price discounts
coupons
sample gifts

27
Q

Provide examples of Trade Promotions

A

Disounts and deals
Trade shows
Promotional products
Incentives

28
Q

Define PR

A

Managing and controlling the process of using publicity effectively. It is a planning and sustained effort to establish and maintain good will and understanding between an organisation and it’s target publics

29
Q

what are the 3 methods of Public Relations

A

Sponsorship
product placement
celebrity endorsement

30
Q

what are the 2 forms of Public Relations can take form of

A

Internal and external

31
Q

what are the 6 forms publics which can be targeted by PR

A

Media
Governmental
Public
finance
Employee
Commercial

32
Q

what are the 3 forms PR can take shape from

A

Sponsorship
Celebrity endorsement
Product placement

33
Q

Define Sponsorship

A

A business relationship between a provide of funds. Resources or services and an individual, event or organisation which offers in return some rights and associations that may be used for commercial advantage

34
Q

what are the 2 forms of sponsorships

A

Event
Cause-related

35
Q

define Celebrity Endorsement

A

The use of a famous spokespersons or celebrity in marketing communications

36
Q

what’s the core messaging when using celebrity endorsements

A

Credibility which can be divided into
Expertise
Trustworthiness
Likeability

37
Q

define product placement

A

Product placement is about the inclusion of a branded product in media, usually without explicit reference to the product most commonly branded products are featured in movies, television shows and video games”

38
Q

define direct marketing

A

Use of mail, telephones, fax, email or the internet to communicate directly with or solicit a response or dialogue from specific customers and prospects

39
Q

define Personal Selling

A

Face-to-Face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions and procuring orders

40
Q

List all factors in the consumer decision making process

A

awareness
Need identification
Information evaluation
Choice
Transaction

41
Q

define social media marketing

A

Online people-to-people electronic communications that relate to the merits or experiences of purchasing and consuming market offerings

42
Q

why can social media marketing be useful for an organisation

A

Helps to build relationships with the consumer and the organisation

43
Q

What is the extended interactive market communication model and in order what are the 4 models used in the models

A
  1. Bowling approach
  2. one-to-one approach
  3. viral marketing
  4. Pinball approach
44
Q

What is the ‘bowling’ approach to marketing communication

A

Just the firm communicating out to customers

45
Q

what is the ‘One-to-one approach’

A

two-way approach where the customer will interactive with the brand, however, no customers interact with each other.

46
Q

how does viral marketing look in the extended interactive market communication model

A

the firm will put information out to customers which makes the other customers talk about it with each other

47
Q

what is the ‘pinball approach’ to marketing communication

A

Everyone is communicating with each other now

48
Q

what are the main 4 challenges for international marketing communications

A

Inconsistency in the messages conveyed to customers
Different styles of presentation of corporate identity, brand and image which can elicit customer confusion
A lack of coordination of messages. e.g changes in product specification or prices across countries.
Failure to appreciate the differences in the way the message is understood by the sender and the receiver

49
Q

What are the drivers for standardisation

A

Organisations desire to improve efficiency
Cost-savings benefits from economies of scales
Consistency in the corporate identity and branding reinforces awareness in stakeholders minds.

50
Q

what are the drivers for adaption

A

Overcome problems of messages not travelling.

Localisation due to to fundamental difference in the ways consumers from different cultures respond to different communication approaches.

51
Q

the global and local marketing challenge is divided into what 2 sections

A

Creative and implementing

52
Q

What are the factors for the creative challenge for marketing

A

Colours
Animals
Metaphors
Humour
Colours

53
Q

what are the factors for the implementing challenge for marketing

A

Traditions
Roles and accountabilities
Defined budget
A global creative brief
Clear project management and communication

54
Q

what are the 2 definition of integrated marketing communication

A

The coordination and intergration of all marketing communications tools, avenues and sources within a company into a seamless programme that maximises the impact on consumers and other end consumers at minimal cost

The system by which companies coordinate their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organisation and its products.

55
Q

Define Pull strategies

A

Service provider or manufacturer communicates directly with the customer and customer will like the product and ask the retailor about the product in which the retailor will ask the distributor.

56
Q

Define push stratgies

A

Manufacturer or service provider is trying to push their product through the market to the customer - pushing the distributors to take it and get the retailers to put it on shelves for customers

57
Q

How Language differences will effect marketing communications

A

Aspects will need to be adpated and translated when used in other markets e.g.
Slogans
Trade names

58
Q

define trade promotion

A

Trade promotion refers to the marketing and promotional activities that are specifically targeted at the distribution channel (or trade) rather than the end consumers

59
Q

How economic differences will effect marketing communications

A

Media in homes may differ
Level of literacy may alter the type of communication style i.e written or visual communication

60
Q

What are the sociocultural differences in marketing communication

A

Religion
Attitudes
Social Conditions
Education
effect interpretations and perception

61
Q

what are the legal differences in marketing communications

A

types of products that can be advertised may be regulated
Affects imagery of media
Local advertising regulations

62
Q

What are the competitive differences in marketing communications

A

Number
Size
Type
Promotional strategies used

Global Marketing (7 decks)

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