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INTB-4 > CHP 14 > Flashcards

CHP 14 Flashcards

1
Q

T/F… The basic marketing functions are the same everywhere but marketing internationally differs from marketing domestically

A

True

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2
Q

Why does marketing internationally differ from marketing domestically?

A

b/c of the great variations in the uncontrollable environmental forces

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3
Q

Controllable forces also very greatly, causing?

A

international marketing managers to plan a variety of strategies rather than a single unified/standardized one

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4
Q

What are the 4 P’s of Marketing?

A
  1. Product
  2. Price
  3. Place
  4. Promotional strategy
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5
Q

The international marketing manager faced with the marketing mix must decide on 3 main things….

A

IF….

  1. the firm can standardize worldwide
  2. it must take some specific market changes or
  3. it must formulate a completely unique marketing mix
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6
Q

Often, top management would prefer to _____ the marketing mix globally, because?

A

standardize; produce significant cost savings

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7
Q

Many times firms find it necessary to ___ the present marketing mix or ____ a new one

A

modify; develop

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8
Q

What is the central focus of the marketing mix?

A

Product

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9
Q

T/F… A product can be localized by adaptation of the package, brand name, accessories, after-sales service, warranty, instruction for use, company image, or any combo of these.

A

True

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10
Q

What are the 3 different types of products?

A
  1. Industrial Products
  2. Consumer Products
  3. Services
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11
Q

What is Industrial products and Example?

A

sold in B-to-B markets, often unchanged
-adaptation used to meet local legal requirements
EX: FMC

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12
Q

What is Consumer products and Example?

A

sold to ultimate consumer for personal consumption
-often modified to meet local cultural preferences
EX: iPhone

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13
Q

What is Services?

A

“performances” targeted to B-to-B or ultimate consumer

-less complex marketing, but local laws/ customs ma mandate adaptations

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14
Q

What are the 4 Foreign Environmental Forces?

A
  1. Socialcultural Forces
  2. Legal Forces
  3. Economic Forces
  4. Physical Forces
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15
Q

What is Socialcultural Forces and give an example

A

different cultural patterns often require changes in brand name, color, label translations, package size & price

EX: Crest boxed in silver compared to Colgate boxed in Gold had different responses in Europe and UK

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16
Q

What is Legal Forces and give an example

A

impact every aspect of marketing mix and pollution, consumer protection and operator safety

Ex: food products and pharmaceuticals influenced by laws concerning purity and labeling

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17
Q

What is Economic Forces and give an example

A

income differences impact consumer’s ability to pay requiring quantity and price changes

EX:P&G sells shampoo for individual use in India in addition to regular bottle quantity

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18
Q

What is Physical Forces and give an example

A

climate, terrain, altitude, etc., may demand product alteration

EX: cooking at high altitudes requires companies to post alternative instructions

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19
Q

T/F…..Promotion includes all communication b/w a firm and its publics to build favorable buying situation

A

True

20
Q

T/F….Promotion only influences other marketing variables

A

False: both influences and is influenced by other marketing variables.

21
Q

There are 9 possible strategies from 3 Product alternatives.. what are those 3 alternatives?

A
  1. Marketing SAME physical product everywhere
  2. ADAPTING physical product to foreign markets
  3. Designing new physical product with (a) same, (b) adapted, or different promotional messages
22
Q

Of the 9, what are the 6 most commonly used promotional strategies?

A
  1. Same product – same message
  2. Same product – different message
  3. Product adaptation – same message
  4. Product adaptation – message adaptation
  5. Different product – same message
  6. Different product for the same use – different message
23
Q

_____ is the promotional mix element with the greatest worldwide ______

A

Advertising; smiliarities

24
Q

Advertising everywhere is based on?

A

American Techniques

25
Q

What are the 7 global advertising considerations?

A
  1. Global or national
  2. Private brands
  3. Internet advertising
  4. Type of product
  5. Foreign environmental forces
  6. Globalization versus localization
  7. Neither purely global nor purely local
26
Q

What is the question concerning Global or national?

A

whether to use global, regional or national brands?

27
Q

Private brands from private businesses are now…?

A

competing with manufacturer’s brands

28
Q

Why is Internet advertising attractive?

A

Internet offers several elements as a promotional medium

29
Q

What is considered in advertising Type of Product?

A

Buyers of industrial goods and luxury consumer goods usually act on same motives the world over. Standardization works well for capital goods.

30
Q

What is advertising Foreign Environmental forces?

A

basic cultural decision is whether to position product as local or foreign

31
Q

What is considered in advertising globalization vs localization?

A
  1. look for similarities across countries in order to capitalize on them by providing promotional themes with worldwide appeal
  2. preferable to develop separate appeals to take advantage of differences among customers in different cultures/countries
32
Q

What is neither purely global nor purely local called?

A

Glocal

33
Q

What is Programmed -management approach?

A

middle ground advertising strategy b/w globally standardized and entirely local programs

34
Q

What does the Programmed- management approach allow?

A

gives home office chance to standardize parts of campaign that may be standardized but still permits flexibility in responding to different marketing conditions

35
Q

Does the Internet eliminate the need for personal selling?

A

No!

36
Q

What is the difference b/w Personal selling and internet?

A

Personal selling depends on trust, internet makes communication easier but harder to trust

37
Q

What is International Standardization?

A

Sales force, presentations, training methods similar to those in home country

38
Q

What firms lend themselves better to standardization when dealing with channel members?

A

B2B

39
Q

What is public Relations?

A

“the marketing of the firm” to multiple publics/audiences

40
Q

What is Pricing Strategies?

A

views of the price-quality relationship varies b/w countries

41
Q

What is the one Marketing mix element that can be varied to attain marketing objectives?

A

Pricing, a controllable variable

42
Q

Why can price setting be complex?

A

b/c of its interaction with other elements of marketing mix.

43
Q

There are 2 standardizing prices management must be concerned with, what are they?

A

Foreign national pricing and international pricing for exports

44
Q

What is Foreign National Pricing?

A

Local pricing in another country; based on gov price controls, cost differentials of different markets, diverse competition, and product in different stage of life cycle.

45
Q

What is international pricing also known as Transfer Pricing

A
  • Setting prices of goods for export for both related and unrelated firms.
  • Advantages: 2 profit centers and lower tax environments
46
Q

What is redefining pricing options, with real-time price comparisons for both consumer and B2B products?

A

Internet

INTB-4 (7 decks)

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