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Marketing Communication > Block 2.2 > Flashcards

Block 2.2 Flashcards

1
Q

What is a product?

A

‘A combination of tangible and intangible characteristics that enable an object or a service to satisfy a customer need.’

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2
Q

What is the “bundle of benefits”?

A

Buying a product really exists out of the actual product and the way it is bought. When you buy an i-phone at mediamarkt, you probably get less service than when you buy it at an Apple store.
In a marketing perspective, someone who buys a phone at an Apple store gets a different product then someone who buys it at Mediamarkt.

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3
Q

What are the three different product levels?

A
  • The core product
  • The actual product
  • The augmented product
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4
Q

What is a core product?

A

What it is meant for/ how it fulfils the needs of the customer. For a car, it is transportation.

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5
Q

What is the “actual product”?

A

Everything that is physically attached to it. You can’t separate it.

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6
Q

What is an augmented product?

A

Everything you get when buying a product that can be separated: service, installation.

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7
Q

What are the two types of consumer products?

A
  • Consumer goods

- Business products

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8
Q

What are consumer goods?

A

They are sold to individuals and families for their personal use or consumption.

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9
Q

What are business products?

A

Products, services or industrial goods that are sold to organisations that either resell them or use them to make products or to provide a service.

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10
Q

What are 4 categories of consumer goods?

A
  • Convenience products
  • Shopping products
  • Speciality products
  • Unsought products
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11
Q

What are convenience products?

A

Things that we buy without thinking, with minimum effort. Preferred brand, but accepts substitutes.

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12
Q

What are shopping products?

A

Items for which the consumer normally comperes quality, price and style of a few alternatives.

Shopping products can be homogeneous or heterogeneous.

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13
Q

What is a homogeneous shopping product?

A

When someone thinks all televisions are the same. All the same. Consumer looks for cheapest.

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14
Q

What is a heterogeneous shopping product?

A

Difference between products, at least in the eyes of the consumer. Consumer has a favourite brand.

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15
Q

What are speciality products?

A

Things we really care about. Consumers are willing to make a special effort to buy this product. High involvement with purchasing. (Like special beer, you have to go to a special store)

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16
Q

What are unsought products?

A

Products and services of which consumers are unaware, haven’t necessarily thought of buying or discover they need it on order to solve an unexpected problem.

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17
Q

You can also classify products in durable and non-durable. What is the difference?

A

Durable products are, for example, cars, E-readers and dishwashers. These products are used repeatedly over an extended period.

Non-durable products have a relatively short life cycle, like clothing and footwear.

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18
Q

What is the product mix?

A

The total assortment of products and services that the company sells, including the various product lines, products, product types and brands.

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19
Q

What is the product mix width?

A

The number of product lines the company sells.

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20
Q

What is the product mix length?

A

The total number of articles a company offers within all of its product lines.

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21
Q

What is the product mix depth?

A

The number or product items (brands, types and sizes) in a product line.

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22
Q

What is the assortment height?

A

Products that fall within the same price range.

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23
Q

What are the 5 stages of the product life cycle?

A
  1. Introduction
  2. Rapid growth
  3. Turbulence
  4. Maturity
  5. Decline
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24
Q

In which stage are the sales the highest?

A

Maturity

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25
Q

In which stage are the profits the highest?

A

Rapid growth

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26
Q

How to stretch the maturity fase?

A
  1. Stimulate more frequent use
  2. Tap different markets
    - Coca Cola –> Coca Cola light and zero
  3. Suggest alternate use
    - you can use KitKat as a morning snack as well, and in a cake!
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27
Q

What is the Introduction stage of the product life cycle?

A

Consumers are not even aware of the product and its potential uses.
Emphasise primary demand: convince target group that they should use the type of product. After that, the company can focus on selective demand: demand for the brand, and not the product.

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28
Q

What is the Rapid Growth stage of the product life cycle?

A

Sales grow at an increasing rates and faster than during any other part in the product life cycle.
Word-of-Mouth communication creates a snowball effect, which makes the market expand daily.

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29
Q

What is the Turbulence stage of the product life cycle?

A

Sales continue to increase. Virtually, all potential buyers are aware of the product and will have tried or purchased the product. New competitors enter the market and there is an intense fight for market share.

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30
Q

What is the Maturity stage of the product life cycle?

A

The curve peaks and starts to decline. The company has to start thinking about the future of its product. The primary goal is to defend the market share.
The company should have small, noticeable changes that will keep consumers away from competition.

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31
Q

What is the Decline stage of the product life cycle?

A

The sales start to decline rapidly. Usually, a product enters this stage because of changes in the environment.

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32
Q

What causes a product to become in the Decline stage?

A
  • A saturated market (all households have a phone)
  • Consumers’ changing tastes or social values. (women no longer want to wear fur)
  • New technology
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33
Q

What are the three levels of product’s sales analysis?

A
  • Product category or product class
  • Product type or form
  • Brand
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34
Q

What four elements does the product mix exist of?

A
  1. Product quality
  2. Product warranty
  3. Product guarantee
  4. Satisfiers and dissatisfiers
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35
Q

What is the definition of “Product Quality”?

A

The collection of attributes and features of a product or service that influence its ability to meet customers’ needs, wants and expectations.

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36
Q

What is the technical quality of a product?

A

It relates to a product’s dependability and durability. It reflects how well it performs its intended function.

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37
Q

What is the consumer quality of a product?

A

It relates to the overall characteristics of a product that are important to consumers and that allow it to perform as expected in satisfying customer needs.

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38
Q

Why is quality management necessary?

A

Because quality is subjective.

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39
Q

What is the price/quality ratio?

A

How higher the quality, how more money a company can ask for the product. But, not all customers are willing to pay a high price. There should be a balance.

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40
Q

What is a warranty?

A

A written statement of what a seller promises to do if a product turns out to be defective or fails to perform within a certain period after being purchased.

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41
Q

What is a guarantee?

A

Assurance that the product is as represented and that it will provide the expected performance.

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42
Q

What are satisfiers?

A

Things about a product that cause satisfaction. In a sense that there are elements of a product that, from a customer’s POV, improve its quality and are major reasons to buy the product.

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43
Q

What are dissatisfiers?

A

An absence from a product that will be the reason for a consumer not to buy a product.

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44
Q

What is the definition of “Brand”?

A

‘Name, term, symbol, design or any feature that a firm uses to identify its products/services and differentiate them from those of competitors.’

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45
Q

What is a brand name?

A

For example, HP, TomTom.

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46
Q

What is a brand mark?

A

The logo. It can not be vocalised.

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47
Q

What is a Trademark?

A

A brand, especially one that is officially registered and protected by law, which a company or individual uses as identification on goods made or sold by them. Trademarks must be registered legally.

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48
Q

What is a manufacturer brand?

A

It is owned by the product’s maker or manufacturer. There are two sorts.

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49
Q

What are the two types of manufacturer brands?

A
  1. Premium

2. Standard

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50
Q

What are distributor brands?

A

Owned and controlled by a retailer, wholesaler or other type of reseller.

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51
Q

What are 5 important things about packaging and design?

A
  1. Technical: protection
  2. Product information
  3. Symbolic image
  4. Product differentiation
  5. Stimulate consumption
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52
Q

What are the characteristics of services?

A
  • Intangible
  • Inseparability
  • Perishability
  • Heterogenity
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53
Q

What is perishability?

A

(Beperkt houdbaar)

It cannot be stored for future use.

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54
Q

What are the 5 types of new products?

A
  1. Product innovation
  2. Me-too product
  3. Product line addition
  4. Product modification
  5. Repositioned product
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55
Q

When talking about new products, what is product innovation?

A

A new to the world product that provides a new way of satisfying needs and wants and created a whole new product category.

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56
Q

What is a me-too product?

A

A new product type. It is new to the company but already sold by other firms. (Like navigation systems)

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57
Q

What is a product line addition?

A

A product is added to the company’s existing line of products. (Senseo, a new coffee flavour)

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58
Q

What is product modification?

A

An improved version of one of the firm’s current products that replaces the original one. (windows 8)

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59
Q

What is a repositioned product?

A

A product intentionally positioned or marketed in a different way to create a new image in the minds of the target audience.

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60
Q

What is a “Flanker Brand”?

A

A new item introduced under a new brand name into a product category in which the company already sells products.

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61
Q

What are the seven reasons why firms introduce new products?

A
  1. Sales growth objectives
  2. Excess capacity
  3. Completion of the product line
  4. Government regulations
  5. Competition
  6. Changing wants and needs
  7. New technology
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62
Q

Why is “Sales growth objectives” a reason to introduce a new product?

A

Business objectives are to establish sale growth of over 10% a year. The easiest way to achieve this is by introducing a new product.

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63
Q

Why is “Excess capacity” a reason to introduce a new product?

A

Excess capacity = bezettingsgraad. Percentage dat aangeeft hoeveel van de totale beschikbare capaciteit - van een productiemiddel - daadwerkelijk benut wordt.

There are still overhead costs (vaste kosten), when introducing a new product, the profit from that might fix overhead costs and the excess capacity will be higher.

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64
Q

What are substitute products?

A

Product that replaces another product.

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65
Q

What is the make-or-buy decision?

A

Once a company decides to introduce a new product or service, there are two strategic options.

  1. Develop the product internally
  2. Acquire a patent, license or established brand, or buy out a firm that already makes the product or delivers the service.
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66
Q

What is the new product strategy development process?

6 steps

A
  1. Idea generation
  2. Screening and evaluation
  3. Business analysis
  4. Prototype development
  5. Test marketing
  6. Commercialisation
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67
Q

There are two types of product development strategies, what are these?

A
  1. Proactive

2. Reactive

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68
Q

What is a proactive product development strategy?

A

It focusses on anticipating future events. The company is constantly searching for new marketing opportunities.
The objective is to stimulate and initiate changes.

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69
Q

What is a reactive product development strategy?

A

A company with a reactive strategy adopts a defensive approach. It implements reactive changes in response to events that have already taken place in the environment.

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70
Q

What happens during the screening fase?

A

80% of all new product ideas are eliminated.

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71
Q

What happens during test marketing?

A

Almost all the ideas are eliminated, the remaining ones are being test marketed. Here, the product gets tested on a small scale, supported by a complete marketing campaign. A population that is representative for the selected target market is used in order to assess the effectiveness of the marketing strategy.

Companies who are a well known brand or have already launched similar products will most likely skip this fase.

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72
Q

What is a roll-out strategy?

A

Some new products are initially introduced in only one area of the country or market and then, if successful, are sold in other submarkets.

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73
Q

What is a venture team?

A

A tightly structured, independent group of people from different departments or functional areas of the enterprise. The team member are usually relieved of their normal tasks and responsibilities for as long as they are associated with the project.
This group together will evaluate new product ideas.

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74
Q

What are the two alternatives of venture teames?

A
  1. New product managers

2. New product committees

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75
Q

What are the six ways to speed up the product development process?

A
  1. Start early: start before there is a consumer demand
  2. Outsource part of the process: focus on essential and strategic aspects of the new product and leave the rest to experts outside of the company
  3. Use internal competition: get two development teams (expensive though)
  4. Make stages overlap: start working on the next one already, but excellent internal communication is required
  5. Use other people’s ideas
  6. Assemble the right team
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76
Q

What are 5 factors that influence whether the product will be a succes?

A
  1. Customer orientation
  2. Core business activity
  3. Superior product
  4. Stimulating corporate culture
  5. Well-planned product development process
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77
Q

What is “Customer orientation”?

A

A new product has to satisfy customer’s needs and wants.

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78
Q

What is synergy?

A

The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.

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79
Q

What are the 5 reasons for failed introductions of a product?

A
  1. No clear product benefits
  2. Poor marketing strategy
  3. Quality problems
  4. Unanticipated competitive reactions
  5. Bad timing
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80
Q

What is the diffusion process?

A

The spread of new ideas and products through society and their acceptance by various groups in the target market

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81
Q

What are the 5 stages of the consumer adoption process?

A
  1. Awareness
  2. Interest
  3. Evaluation
  4. Trial
  5. Adoption
82
Q

What is the “Awareness stage” of the consumer adoption process?

A

The consumer first learns of a new product, but lacks full information about it.

83
Q

What is the “Interest stage” of the consumer adoption process?

A

The consumer becomes interested in the innovation and starts looking for additional information.

84
Q

What is the “Evaluation stage” of the consumer adoption process?

A

The potential customer considers the product’s benefits and tries to decide if it is worth trying.

85
Q

What is the “Trial stage” of the consumer adoption process?

A

To see if the product meets its needs, the individual makes a trial purchase or tests the innovation to determine its usefulness.

86
Q

What is the “Adoption stage” of the consumer adoption process?

A

The customer decides to become a regular user and adopt the innovation.

87
Q

What are the 5 adoption categories? (Adoption curve)

A
  1. Innovators
  2. Early adopters
  3. Early majority
  4. Late majority
  5. Laggards
88
Q

Who/what are the innovators?

A

These individuals are eager to buy new products. They want to be the first to try it.
Usually young, adventurous, well-educated and willing to accept risks. Often set a trend.

89
Q

Who/what are the early adopters?

A

Slightly above-average education, leaders and role-models. Opinion leaders. Selective in their purchasing.

90
Q

Who/what is the early majority?

A

They adopt the product just before the average person. They compare prices and brands.

91
Q

Who/what is the late majority?

A

Sceptical of new products and eventually adopt products because of economic necessity or peer pressure. Somewhat older customers and get information from friends, not the media.

92
Q

Who/what are the laggards?

A

Older, lowest-income. Old-fashioned.

93
Q

What is the adoption rate?

A

It refers to how quickly a new product or service is accepted by society.

94
Q

What are the five attributes of characteristics of an innovation that determine its speed or rate of adoption?

A
  1. Relative advantage
  2. Compatibility
  3. Complexity
  4. Possibility of trial use
  5. Observability
95
Q

What is the relative advantage when talking about rate of adoption?

A

Physical improvements, aesthetic appeal, lower price, trusted brand or greater ease of use.

96
Q

What is the main goal of a company?

A

Profit

97
Q

How do you bereken the profit?

A

Total revenue- total costs (variable and fixed costs)

98
Q

How do you bereken the revenue?

A

Product price X number of products sold

99
Q

What is the highest price you can ask?

A

What the consumer is willing to pay, this depends on the target audience.

100
Q

What is the lowest price you can ask?

A

At least the variable costs

101
Q

What are 5 other things that influence the price?

A
  1. Company and marketing strategy
  2. Competition
  3. Product mix
  4. Resellers
  5. Legalisation and ethics
102
Q

What are complementary products?

A

Products that can/ have to be used together. For a car, gas is the complementary product.

103
Q

When setting the price, the interest of middlemen should also be taken into consideration, why?

A

There can conflicting interests.

104
Q

What is predatory pricing?

A

A practice where one company tries to drive out competitors by temporarily pricing at such low level that rivals cannot match their cuts and still profit.

105
Q

What do you have to take into account with the company and marketing strategy regarding the price?

A
  • What your target is
  • What image you have or want
  • What target group you have
106
Q

What are risks with competition, regarding the price?

A
  • Price wars
  • Substitutes
  • If a competitor decides to decrease or increase the price, should you?
107
Q

Why are complementary products positive?

A

You have to keep buying them (gas)

108
Q

What’s the deal with the distribution ladder and the price?

A

How more people are between you and the customer, how more people you have to take into consideration and the price may increase bc of this.

109
Q

Why are legalisation and ethics involved in pricing?

A

Predatory pricing and cartels are forbidden.

110
Q

What are the two basic pricing strategies?

A
  1. Price skimming strategy

2. Penetration price strategy

111
Q

What is the Price Skimming Strategy?

A
  • Unique product
  • Introduction: high price, eventually decreases
  • Maximise revenue
  • Product life cycle
112
Q

What is the Penetration Price Strategy?

A
  • Introduction: Low price which eventually increases
  • Maximise market share
  • Competition is fierce
113
Q

What is “Price Perception”?

A

From a consumers POV, it reflects how they view or experience a price, whether it is too high or too low.

114
Q

What is “Price Awareness”?

A

It refers to the degree of knowledge about the prices of alternative products and services that they are interested in buying.

115
Q

What is “Price Acceptance”?

A

If consumers think the prices charged are reasonable.

116
Q

What are the “Price Thresholds”?

A

The highest and lowest prices that buyers are willing to pay for a particular product or service.

117
Q

What is a distribution channel?

A

A distribution channel is a network of independent organisations that, combined, perform all of the activities necessary to link producers and end customers.

The product is ready to leave the factory, but how does it get to the customer? (not transport but how many intermediates)

118
Q

What are the two types of distribution channels?

A
  1. Indirect

2. Direct

119
Q

What is direct distribution?

A

It goes from the manufacturer immediatly to the customer. You will only see the product in their store and their webshop.

120
Q

What is indirect distribution?

A

Manufacturer –> retailer –> consumer
Manufacturer –> wholesaler –> retailer –> consumer
Manufacturer –> wholesaler –> jobber –> retailer –> consumer

121
Q

What are the six distribution functions?

A
  1. Relationship building
  2. Promotion
  3. Sorting
  4. Inventory control
  5. Financing
  6. Research and marketing information
122
Q

What are the three types of distribution?

A
  1. Intensive distribution
  2. Selective distribution
  3. Exclusive distribution
123
Q

What is intensive distribution?

A
  • As many outlets as possible
  • All suitable wholesalers and retailers
  • Convience and impulse buying
124
Q

What is selective distribution?

A
  • A number of retailers, but not all

- Arrangements with retailers

125
Q

What is exclusive distribution?

A
  • The opposite of intensive
  • Strict number of dealers
  • Expensive
  • Exclusive dealing arrangements
  • Manufacturer maintains control
126
Q

What is retailing?

A

Retailing includes all activities involved in selling products and services directly to ultimate consumers for their personal, family or household use.

127
Q

What are the 4 key functions of retailers?

A
  • Purchase products, assemble an assortment and offer them for sale
  • Provide information through advertising and personal selling
  • Keep inventory, set prices and provide sales promotion
  • Sell, provide service and offer credit to consumers
128
Q

What is a low-margin retailing strategy?

A

Some retailers start off with only discounts and never go up in price again.

129
Q

What is the mechanise mix?

A

The total set of all product lines and products offered for sale by a retailer.

130
Q

What are the 7 types of retail stores?

A
  1. Speciality stores
  2. Convenience stores
  3. Supermarkets
  4. Hypermarkets
  5. Department stores
  6. Discount stores
  7. Category killers
131
Q

What is a speciality store?

A
  • Small-scale store
  • Great deal of products
  • Narrow range of product lines
  • One type of products
  • Somewhat higher prices
  • Great service
132
Q

What is a convenience (retail) store?

A
  • Small shop
  • Limited assortment of food-products and high-turnover convenience goods
  • Higher prices than supermarkets
133
Q

What is a supermarket as a retail store?

A
  • Large, departmentalised food stores with a limited range of non-food products
  • self-service, impulse buying, low prices and one-stop shopping
134
Q

What are hypermarkets?

A
  • HUge
  • Twice the size of supermarkets
  • Various services
  • Offer customers everything in one place
135
Q

What is a department store?

A
  • Large, service-oriented retail institution
  • Wide product mix
  • Customers make purchases and pay within each department, but all those shops are in one shop (Bijenkorf maar dan MOET je bij de goede winkel betalen)
136
Q

What are discount stores?

A
  • Various product lines
  • Low prices
  • Limited customer service
  • Target and wall-mart
137
Q

What is a variety store?

A

Smaller discount store

138
Q

What is a category killer store?

A
  • Special type of limited-line store
  • Low prices, huge selection of products in one product line
  • Name: they ‘Kill’ the competition.
139
Q

What is a non-store retailer?

A

Any method a company uses to create an exchange without requiring a customer to visit a store.

140
Q

What are the benefits (for a customer) about non-store retailing?

A
  • Opportunity to select and buy products at their own convenience, 24/7.
  • It can be delivered to the home address.
  • People who do not like going out for shopping or are unable to
141
Q

What are the disadvantages about non-store retailing?

A
  • Limited assortment

- Inability to test the product

142
Q

What are the 6 forms of non-store retailing?

A
  1. Direct Marketing
  2. Direct Selling
  3. Online Retailing
  4. Network Marketing
  5. Street Peddling
  6. Automatic Vending
143
Q

What is direct selling?

A
  • Door-to-door

- Phone solicitations

144
Q

Why would a company choose direct selling to sell a product?

A
  • When a product requires a lot of explanation
  • Nutrition supplements
  • Party Plan: direct seller attends a get-together at a host customer’s home to demonstrate products
145
Q

What is network marketing?

A
  • Multilevel marketing
  • Master distributor persuades other individuals to join the organisations as independent agents and then resells the company’s merchandise to these distributors who eventually make sales to consumers.
146
Q

What is a pyramid scheme?

A

An illegal network in which initial distributors profit by selling merchandise to other distributors, with most of the product never reaching the ultimate consumer.

147
Q

What is street peddling?

A
  • Pushcarts in the streets (ijswagens)

- Temporary stalls set up in open markets (iedereen op de markt)

148
Q

What is automatic vending?

A

Vending machines

149
Q

What are the advantages of shopping centres?

A
  • Wide range of product offerings

- Everything in one place

150
Q

What are the disadvantages of shopping centres?

A
  • (For businesses) High rent
  • Restricted opening hours
  • Direct competition
151
Q

What are the 6 types of shopping centres?

A
  1. Neighbourhood shopping centre
  2. Community shopping centre
  3. Regional shopping centre
  4. Factory outlet mall
  5. Power centre
  6. Lifestyle centre
152
Q

What is E-commerce?

A

It refers to a company’s effort to facilitate its online merchandise sales by using marketing principles to guide prospective buyers to a website.

153
Q

What are the benefits of online retailing?

A
  • Interactivity
  • Added value
  • Global marketing coverage
  • Tailored marketing strategies
154
Q

What are the three stages through which companies go when conducting business internationally?

A
  1. International Marketing
  2. Multinational Marketing
  3. Global Marketing
155
Q

What is international marketing?

A

Marketing activities directed at customers outside of the domestic market.
Based on its strength, companies will seek opportunities to sell abroad.
Effective websites are important.

156
Q

What is multinational marketing?

A

A multinational COMPANY is a worldwide player with significant operations and marketing activities outside its home country.

157
Q

What is global marketing?

A

A global company views the entire world as its market. But instead of tailoring its marketing mix to fit the unique needs of customers in specific countries, a global marketing strategy is an approach to international strategy. These strategies are develop for the entire world.

158
Q

What are the 6 stages in strategic planning and decision making for international expansion?

A
  1. Internal analysis
  2. Global screening
  3. Target market selection
  4. Strategy development
  5. Market entry strategy
  6. Controlling the marketing program
159
Q

What are the 3 types of global marketing environments that influence the development of a company’s international marketing strategy?

A
  1. Economic environment
  2. Political-Legal climate
  3. Cultural environment
160
Q

What three aspects measure the economic performance?

A
  1. Level of economic development
  2. Economic infrastructure
  3. Purchasing power
161
Q

What are the three levels of economic development for a country?

A
  1. Developed countries
  2. Developing countries
  3. Less developed countries
162
Q

What isa country’s economic infrastructure?

A

Systems of transportation, communication, distribution, banking and public services.

163
Q

What is political stability?

A

The extent to which a nation’s government is expected to remain strong and unchallenged.

164
Q

What are the three ways to enter the global market?

A
  1. Exporting
  2. Joint ventures
  3. Direct investment
165
Q

What are the three types of exporting?

A
  1. Indirect exporting
  2. Direct exporting
  3. Licensing
166
Q

What is indirect exporting?

A

When a company does not deal directly with foreign buyers but works with an independent intermediate such as an export agent.
This requires minimal investment and limits risk.

167
Q

What is licensing?

A

In a licensing agreement, the international company gives another firm the right to produce and market its products in return for a fee or loyalties.

168
Q

What is a joint venture?

A

A joint venture is formed when a company entering a new market pools its resources with those of a local firm to form a new and separate firm in which they share ownership, risks, control and profits.

169
Q

What are the 5 advantages of direct investment?

A
  1. Financial advantages (transport savings, cheaper labour etc.)
  2. A synergistic effect (if the international company is able to weave its various foreign subsidiaries into an international production and marketing system)
  3. Better understanding
  4. A favorable corporate image
  5. Full control
170
Q

What are the 5 international product and promotion strategies?

A
  1. same promotion + same product = straight extension
  2. same promotion + adapt product = product adaptation
  3. adapt promotion + same product = promotion adaption
  4. adapt promotion + adapt product = dual adaption
  5. same/ adapt promotion + new product = product invention
171
Q

What is straight extension?

A
  • Same product and same promotion

- Appropriate when all consumers have the same needs, wants and uses for the product

172
Q

What is product adaption?

A
  • Same promotion + adapt product
  • Most widely used
  • Adapted to what a foreign customer wants
173
Q

What is product invention?

A
  • Same or adapted promotion and a new product

- New product or existing one drastically changed

174
Q

What is promotion adaption?

A
  • Same product + different promotion

- Promotion adapted to the country

175
Q

What is a high arousal state?

A

Happiness and excitement

176
Q

What is a low arousal state?

A

Calm and serenity

177
Q

What is a collective culture?

A

People with a collective culture will associate the source of emotions with their surroundings, society: external things. (Focused on the group)

178
Q

What is an individualistic culture?

A

Individualistic cultures will describe finding the source of emotions within themselves. (Focused on you)

179
Q

What is an example of the fact that culture shapes how we show and talk about emotion?

A

In neutral cultures, you do not communicate your emotions, but control them.

180
Q

What is an effective culture?

A

It is normal to communicate your emotions and to receive an emotionally sensitive answer in return.

181
Q

What are some characteristics of non-verbal communication?

A
  • Made of all the cues we receive that are not coded into words
  • Becomes clear in context
  • Gives information about how we feel in a situation
  • Makes relationships clear
  • Hand signals and bodily expressions are not universal
182
Q

What are the 3 functions of non-verbal communication?

A
  • Replace spoken messages
  • Sending difficult messages
  • Forming impressions
183
Q

What are the 8 types of non-verbal communication?

A
  1. Proxemics
  2. Kinesics
  3. Chronimics
  4. Paralanguages
  5. Silence
  6. Haptics
  7. Olfatics
  8. Oculesics
184
Q

What is “Proxemics” as non-verbal communication?

A
  • Relation to personal space
  • Space invader: our reaction to people taking the wrong distance in unconscious and automatic
  • Cultural programmed
185
Q

What is “Kinesics” as non-verbal communication?

A
  • Gestures
  • Body movements
  • Facial expressions
  • Eye contact
  • Smiles
186
Q

What is “Chronimics” as non-verbal communication?

A

The way we use and perceive time

187
Q

What is “Paralanguages” as non-verbal communication?

A

Nonverbal elements of the voice (stopwoorden)

188
Q

What are “Haptics” as non-verbal communication?

A
  • Touching

- Clothing and physical appearance

189
Q

What is “Olfatics” as non-verbal communication?

A
  • Communicating by smell
190
Q

What is “Oculesics” as non-verbal communication?

A
  • Communicating with the eyes
191
Q

What are the four levels of space?

A
  1. Intimate space
  2. Personal space
  3. Social and consultative space
  4. Public space
192
Q

What is the contact zone?

A

Zone between two people

193
Q

What is Communication in low context cultures?

A
  • Words
  • Structure
  • Details
194
Q

What is the intimate space?

A

The closest bubble of space surrounding an individual

195
Q

What is the personal space?

A

Entry in this space is only for closest family and friends

196
Q

What are the social and consultative spaces?

A

The spaces in which people feel comfortable conducting routine interactions with acquaintances, as well as strangers

197
Q

What is the public space?

A

The area of space beyond which people will perceive interactions as impersonal and relatively anonymous

198
Q

How can you make a cultural encounter less frustrating and more effective?

A

Changing your style of communication

199
Q

How does a monochronic culture deal with time?

A

It is very important!

200
Q

How does a polychronic culture deal with time?

A

Not as important

201
Q

What are characteristics for low context communication?

A
  • Direct use of language
  • Start with essence of the sentence, context later
  • Get or give information is the goal
202
Q

What are characteristics for high context communication?

A
  • Indirect use of language
  • First context, then essence
  • Maintain harmony and safe face

Marketing Communication (1 decks)

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