Lecture 4

Question 1

What are the three block of international marketing challenges?

Answer 1

The three blocks international marketing challenges
differences in local consumers behavior
socio cultural differences
difference in the market life-cycle phase among markets
(introductory stage, growth, maturity, decline)

Question 2

What different stages is Coffee, Telecom and Soccer in, in Asia, Europe and America?

Answer 2

Asia, introductory
America, growth
Europe, maturity (most prominent/advanced in europe)

Telecom:
America/Europe, growth
Asia, maturity

Soccer:
America, introductory
Asia, growth
Europe maturity

Question 3

What is the EPRG framework?

Answer 3

EPRG framework (4 orientations):

1. Ethnocentric
   The “original” country decides everything. Use the home country marketing mix everywhere in other countries.
   No attention to local needs
   No adaptation to local culture
   Cheaper (economy of scales)
   mostly sales people (marketing people and general management is not as needed)

Commercial (no independent in terms of marketing, centralized)

2. Polycentric

Opposite of number 1. The marketing mix is adapted to autonomous country managers.
local adaptation
expensive

3. Regioncentric
   Organized by region. Each region has their own marketing strategy/plan. The firms tries to integrate the marketing programmes within regions, but not across them.
4. Geocentric
   Every market, including its own country, contributes to a single global market. The first one has the strategy of its own country. In this orientation the single country doesn’t have any influence.
   Standardized marketing mix.

Question 4

What orientation of the EPRG is best to choose?

Answer 4

Depends on:

Size of the firm
Experience in overseas market
The size and degree of homogeneity of involved countries
the nature of product

ex. Exporting - you go through a distributor (no control of product, expire date of product if it takes too long → bad quality → consumer won’t buy again)

Question 5

What is glocal marketing?

Answer 5

Glocal marketing - delegate completely, decision making to the local

In contrast International marketing - international structure in the HQ

Question 6

What three strategies is possible for global advertising strategies?

Answer 6

3 different approaches:

Standardize the message. People are different but their basic psychological and physiological needs are the same. Global Adv.

Adaptation/localisation. There are barriers to standardization such as culture, taste, media availability, economic consideration. Glocal.

Compromise. combines the two approaches and that the best strategy depends on the situation. Localisation.

Question 7

What is R.U.C.I?

Answer 7

Relevant
Universal
Consumer
Insight