Chap 15 Marketing Internationally

Question 0

Why are there differences between domestic and international marketing?

Answer 0

The international markets served often differ widely because of the great variations in the uncontrollable environmental forces-social cultural, resource and environmental, economic and socioeconomic, Legal, and financial. As well the forces we think of as controllable very across markets within wide limits.

Question 1

Marketing mix

Answer 1

A set of strategy decisions made in areas of product, promotion, pricing, and distribution in order to satisfy the needs and desires of customers in a target market

Question 2

Why it is it often impossible to standardize the marketing mix worldwide?

Answer 2

Many firms find it necessary to modify the present marketing mix or develop a new one. The extent of the changes depend on the type of product the environmental forces and the degree of market penetration desired.

Question 3

Total product

Answer 3

What the customer buys, including the physical print product, brand-name, accessories, after-sales service, warranty, instructions for use, company image, and package.

Question 4

Promotion

Answer 4

Any form of communication between a firm and its publics.

Question 5

Advertising

Answer 5

Paid, non-personal presentation of ideas, goods, or services by and identified sponsor.

Question 6

Programmed-management approach

Answer 6

A middle-ground advertising strategy between globally standardized and entirely local programs

Question 7

Sales promotion

Answer 7

Any of various selling aids, including displays, premiums, contests, and gifts.

Question 8

Public relations

Answer 8

Various methods of communicating with the firm’s publics to secure a favorable impression.

Question 9

Foreign national pricing

Answer 9

Local pricing in another country

Question 10

International pricing

Answer 10

Setting prices of goods for exports for both unrelated and related firms.