Global Marketing (in Mock)

Question 1

Cultural audit

Answer 1

A process or review that investigates the health of a companies culture

Question 2

Ethnocentrism

Answer 2

Evaluation of other cultures according to preconceptions originating in the standards + customs of one’s own culture

Question 3

High context cultures

Answer 3

Cultures known for their emphasis on indirect communication, shared meanings and strong interpersonal relationships

Question 4

Low context cultures

Answer 4

A culture where people communicate + receive m sages at face value. Relying on explicit, direct and precise information

Question 5

How can differing tastes impact an organisation

Answer 5

-can present opportunities for entrepreneurs to develop new products + services

Question 6

Unintended meanings

Answer 6

Unintended meanings, inappropriate and inaccurate translations can affect global expansion as a business may need to recognise differences in cultural norms

Question 7

Inappropriate branding

Answer 7

Inappropriate branding could mean that a brand is inoffensive in one region that is offensive in another.

Question 8

+ of niche markets (3)

Answer 8

-less competition
-can often charge higher prices (premium pricing)
-clear focus - can target particular customers

Question 9

• of niche markets (3)

Answer 9

-lack of EOS
-vulnerable to market changes
-rush of over dependence on a product