global marketing

Question 1

marketing strategies

Answer 1

explain how marketing fits in with the overall strategy of the business

Question 2

2 strengths of global brands

Answer 2

• huge sales = mass production and large economies of scale

- stronger negotiating powers with retailers

Question 3

3 strengths of glocalising brands

Answer 3

• tailoring to local tastes can increase market share
• local buyers associate more with the products
• can create a more environmentaly friendly image from cost saving

Question 4

3 approaches to global marketing

Answer 4

ethnocentric
polycentric
geocentric

Question 5

ethnocentric approach is

Answer 5

seeing overseas market as identical to domestic one
no adaption of product
markets need to be similar for this to be a success

Question 6

polycentric approach is

Answer 6

adapt marketing strategy to local markets
tailored products
increase sales and local brand loyalty

Question 7

geocentric approach is

Answer 7

manage matters that can be approaches globally but also deal with local needs
takes benefits of both
fits glocalisation

Question 8

cultural diversity

Answer 8

need to consider customs, social behaviours, religion

Question 9

5 cultural and social factors

Answer 9

• cultural differences
• different tastes
• language issues
• inapropriate translations
• inapropriate branding that may cause offence