Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

INBU3450 International Marketing > Final (ch. 10-12) > Flashcards

Final (ch. 10-12) Flashcards

1
Q

Push strategy

A
  • Focuses on the distributors of a product

* Incentives offered to wholesalers or retailers to carry and promote a product

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Frito-Lay offers buybacks of unsold products to grocery stores who stock their products. What strategy is this (push/pull)?

A

Push strategy. Incentives to retailers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Pull strategy

A
  • Focuses on the end user

* Dependence on sales promotions and advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

When a product is widely used by customers, the product is simple, and consumers typically buy the product for themselves, which marketing strategy should be used?

A

Pull

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

When a firm has difficulty transferring their (push/pull) strategy abroad, they may resort to a (push/pull) strategy and target the distributor?

A

Pull; push

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What was wrong with the Bill Cosby example from the PR video?

A

Bill Cosby did not immediately respond to the allegations and tried to squash an interview where the interviewer asked him. Eventually issued a response from his legal team. He should have responded PERSONALLY.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

How did the responses from the NFL and NBA differ in times of crises (PR video)?

A
  • NFL suspended Ray Rice for two games when allegations of beating emerged, suspended indefinitely once the video was released. Slow and lackluster.
  • NBA swiftly responded to Clippers owner’s racist remarks and forced a sale of the team.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is the Microsoft example? What is the suggested fix (PR video)?

A
  • Satya Nadella said that women shouldn’t ask for raises but instead wait to be recognized.
  • Before making comments, think about how you’re communicating to your audience.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is the worst PR Blunder given in the PR video?

A

GM. Their cars had an ignition switch failure that cost the lives of 13 people. Mary Barr, GM CEO, said that it was the old GM and they’re now the new GM.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What were the takeaways from the GM example (PR video)?

A

Think about your business decisions from a cultural perspective and how it will impact people, not simply from an operational perspective.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What was the CVS example given in the PR video?

A

CVS stopped selling cigarettes, a $2B/year business, because they are trying to become a health center and it goes against their mission.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

How did Starbucks respond to an automated scheduling issue reported by the NY Times?

A

The company changed the scheduling issue the next day.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What was the Malaysia example given in the PR video?

A

Malaysia Air tweeted “Want to go somewhere but don’t know where?” soon after the two MA plane crashes.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

If customer needs differ within a market, what sort of advertising strategy should you use?

A

More adapted, localized approach

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

HP is advertising a new consumer printer line while Hammermill wants to advertise its quality paper. Which co should have a more localized approach?

A

HP because different consumers have different printer/scanner needs, but all printers use the same paper!

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

If each market Subway enters has different competitors, how should Subway advertise?

A

More adapted, localized approach

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Spain’s city centers are not very drive-able while the US’s are. How should a US company moving into Spain advertise?

A

With a more localized approach

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Is Apple’s marketing strategy more localized or standardized?

A

Standardized. Most ads have the same look and feel throughout the world.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Rational advertising approach

A

Depend on logic and speak to the consumer’s intellect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Emotional advertising approach

A

Make consumer feel emotion (think Sinek)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Does Apple use a rational or emotional advertising approach?

A

Emotional

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Is Google’s “Parisian love” ad emotional or rational?

A

Emotional

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Spotify marketing campaign (Ch. 11)

A

Spotify created localized billboard ads with users’ listening data

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Absolut marketing campaign (Ch. 11)

A

Pictures that showed Absolut bottles “in the wild” where scenes looked reminiscent of the Absolut bottles. It was the longest uninterrupted ad campaign.
Ex. Taxi cars on NY street shaped like Absolut bottle.

25
Q

Chick-Fil-A marketing campaign (Ch. 11)

A

Cows holding signs that say “Eat more chicken!”

26
Q

Nike marketing campaign (Ch. 11)

A

Margot vs. Lily YouTube miniseries

27
Q

Apple marketing campaign (Ch. 11)

A

Mac vs. PC ads

28
Q

IKEA marketing campaign (Ch. 11)

A

Pregnancy test

29
Q

Google marketing campaign (Ch. 11)

A

Year in search video

30
Q

KFC marketing campaign (Ch. 11)

A

Billboards with FCK on KFC bucket saying UK locations were out of chicken

31
Q

P&G marketing campaign (Ch. 11)

A

Thank you, Mom

32
Q

Pattern advertising

A

Hybrid between standardization and adaptation. Regional/global communication concept that can be slightly modified for each market.

33
Q

Which company failed to account for purchasing power between countries?

A

Netflix in India

34
Q

How did Nestle respond to higher inflation in India?

A

The company decreased it’s package size and did NOT raise prices due to competition.

35
Q

Which company has struggled to maintain its luxury status in China?

A

Louis Vuitton, the rising class of millionaires sees the brand as a brand for secretaries.

36
Q

For a Tokyo meat market, what is the main cause of price escalation?

A

Tariffs

37
Q

Which company was accused of overpricing their product in China?

A

Starbucks. The company responded by saying their profit was the same between countries and the higher price was due to higher inputs in China.

38
Q

What are the two market entry pricing strategies? How do they differ?

A
  • Penetration pricing: Low price until established in the market.
  • Price skimming: High price, lower gradually over time.
39
Q

Offering after-Christmas sales is what type of pricing strategy?

A

Promotional pricing

40
Q

Best Buy’s price match guarantee is what type of pricing strategy?

A

Destroyer pricing

41
Q

Destroyer pricing

A

Keep low to eliminate competitors, then raise

42
Q

Uber’s surge pricing is what type of pricing strategy?

A

Demand oriented pricing

43
Q

Demand oriented pricing

A

Low if demand is low, high if demand is high

44
Q

How does Spotify compete with other streaming services (non-price competition)?

A

Innovation

45
Q

How did Amazon compete with other retailers (non-price competition)?

A

Free two-day shipping

46
Q

How do Starbucks, airlines, and credit card companies engage in non-price competition?

A

By using loyalty schemes such as the Starbucks Gold card

47
Q

What are the four biggest mistakes in setting price?

A
  1. Going in too low and undercutting all the time (gaining low quality shoppers aka “price shoppers”)
  2. Using the same margins for all products (slower moving products need higher margins)
  3. Not understanding the difference between margin (based on sales price) and markup (based on cost)
  4. Forgetting to take all costs into account (ex. credit card fees)
48
Q

A widget costs $2 to make and I sell it for $4. What is the markup and what is the margin?

A

Margin is 50% = (4-2)/4

Markup is 100% = (4-2)/2

49
Q

Margin vs markup

A

Margin is based on the sales price, markup is based on costs

50
Q

What pricing issue did Zappos have? How did they respond?

A

Zappos lost $1.6M because of a pricing error on their sister site 6pm.com. They issued a press release but honored all purchases made during that time.

51
Q

What are the three global distribution strategies?

A
  1. Intensive - available in many outlets
  2. Selective - available in some outlets
  3. Exclusive - available in very few outlets
52
Q

Duracell and Nestle use which global distribution strategy?

A

Intensive, they want to be in as many places as possible

53
Q

Fendi uses which global distribution strategy?

A

Exclusive

54
Q

Direct vs indirect involvement in channel selection

A

Direct: The company establishes its own sales force or operates its own retail stores
Indirect: The company utilizes independent agents, distributors, and/or wholesalers

55
Q

What is an issue with starting a direct involvement channel abroad?

A

In the beginning the sales force will be losing more money than it will be making. Co should be prepared to write off losses for a while.

56
Q

Which type of distribution channel has the disadvantage of no contact with end users and risk of substitution from intermediaries?

A

Indirect involvement

57
Q

How should a co treat distributors?

A

As long term partners, not as temporary market entry vehicles

58
Q

True or False: In a low income country, free samples are likely to be a more effective tool than coupons?

A

True!

59
Q

A firm that grants the right of using an entire business model to another firm in exchange for fees, royalties, or other forms of compensation

A

Franchise

INBU3450 International Marketing (5 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions