Global Marketing Terminology

Question 1

Enterprise

Answer 1

(N)

A business or company

Question 2

SME

Answer 2

Small or Medium Enterprise

Question 3

LSE

Answer 3

Large Scale Enterprises

Question 4

Pedagogy

Answer 4

the method and practice of teaching, especially as an academic subject or theoretical concept

Question 5

Incrementally

Answer 5

In regular increases, additions or stages

Question 6

Ad hoc

Answer 6

When necessary or needed

Question 7

Homogeneous

Answer 7

Of the same kind or alike

Question 8

Autonomy

Answer 8

Right to self govern or control

Question 9

Exploit

Answer 9

make full use of and derive benefit from (a resource

Question 10

Globalization

Answer 10

Reflects the trend of firms buying, developing, producing and selling products and services in most regions of the world.
Making products to sell around the world

Question 11

Integrated

Answer 11

of an institution, body, etc.) desegregated, especially racially.

“integrated education”

with various parts or aspects linked or coordinated.

“an integrated public transport system

Question 12

Global Integration

Answer 12

Recognizing similarities between international markets and integrating them into the overall global strategy

Question 13

Market Responsivness

Answer 13

Responding to each market’s needs and wants.

Question 14

Deglobalization

Answer 14

Moving away from globalization trends and regarding each market as special, with its economy, culture and religion.

Question 15

Value Chain

Answer 15

A categorization of the firm’s activities providing value to customers and profit for the company.

Question 16

Campaign

Answer 16

Planned set of public relations activities, normally over a limited period of time and with a specific objective, addressing a particular issue

Question 17

Analytical

Answer 17

relating to or using analysis or logical reasoning

Question 18

Low context cultures

Answer 18

Rely on spoken and written languages for meaning

Question 19

High-contrast cultures

Answer 19

Use and interpret more of the elements surrounding the message to develop their understanding of the message

Question 20

Aesthetics

Answer 20

Refers to attitudes towards beauty and good taste in the art, music, folklore and drama of a culture.

Question 21

Egalitarian

Answer 21

believing in or based on the principle that all people are equal and deserve equal rights and opportunities.

Question 22

Product

Answer 22

Anything that is capable of satisfying customer needs

Question 23

Brand

Answer 23

Is a distinctive product offering created using a name, symbol, design, packaging or some combination of these, intended to differentiate from competitors

Question 24

Product line

Answer 24

A group of brands that are closely related in terms of the functions and benefits they provide

Question 25

Product mix

Answer 25

Is the total set of products marketed by a company

Question 26

Manufacturer

Answer 26

Manufacturer brands are created by producers and bear their chosen brand name

Question 27

Open-Label brands

Answer 27

Creates and owned by distributors (e.g. supermarkets)

Question 28

Core product

Answer 28

Anything that provides the central benefits required by customers

Question 29

Augmented product

Answer 29

Produced by adding extra functional and/or emotional values to the core product, and combining them in a unique way to form a brand.

Question 30

Brand equity

Answer 30

A measure of the strength of a brand in the marketplace by adding tangible value to a company through the resulting sales and profits

Question 31

Customer-based brand equity

Answer 31

Brand awareness and brand image

Question 32

Proprietary-based brand equity

Answer 32

Patents and channel relationships

Question 33

Brand valuation

Answer 33

The process of estimating the financial value of an individual or corporate brand

Question 34

How to build strong brands

Answer 34

• building quality into one core product, creating a unique position in the marketplace
• repositioning to take advantage of new opportunities
• using well-blended Communications to create a clear position in the minds of the target audience
• being first into the market with a unique marketing position

Question 35

Conceptual framework

Answer 35

Represents the researcher’s synthesis of literature on how to explain a phenomenon. It maps out the actions required in the course of the study given his previous knowledge of other researchers point of view and his observations on the subject of the research.

Question 36

Theoretical literature review

Answer 36

Involve working with studying theories that have already been written about. You can compare and contrast the existing work, analyze it, and pick out their strengths and weaknesses in research, and then form your own opinion.

Question 37

Empirical lit review

Answer 37

Reviewing evidence based on actual scientific experiments, which could be repeated by someone else to check that the results are accurate

Question 38

Seminal

Answer 38

Strongly influencing later developments

Question 39

Exploit

Answer 39

make full use of and derive benefit from (a resource)