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International Communication > Midterm exam > Flashcards

Midterm exam Flashcards

1
Q

International Marketing

A

The individual market is served with specific tailored products especially adjusted to the customers in that market. eg. Lays: Chips super spicy for Thailand.

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2
Q

Global Marketing

A

The same product distributed worldwide.

eg. Coca Cola classic is identical in every country and also the price.

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3
Q

Glocalization

A

The same product distributed worldwide but adjusting the good accoording to the country. eg. Big Mac in India (no meat).

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4
Q

Outsourcing

A

Contracting work out to an external company.

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5
Q

Offshoring

A

Accessing products/ services in a different country.

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6
Q

Tariffs

A

These are taxes that are imposed by the government on the goods imported from a different country.

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7
Q

Quotas

A

It is a specific unit limit applied to a particular type of good. And it is to protect local product.

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8
Q

Standards

A

Regulations to protect health, safety, product quality. And it can be used to restrict trade.

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9
Q

Boycotts

A

Restriction against the purchase and importation of certain good or service from other countries by government or local customers.

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10
Q

Cultural models

Independent

A
  • Emphasis on individual action.
  • Individuals see themselves as distinct from their groups.
  • Preference for egalitarianism and achieved status.
  • Rules of proper behavior should be universal. (universalism)
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11
Q

Cultural models

Interdependent

A
  • Emphasis on collective action.
  • Individuals want to blend harmoniously with their reference groups.
  • Acceptance of hierarchy and ascribed status.
  • Rules of proper behavior differ from one situation to another. (particularism)
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12
Q

Hofstede’s cultural dimensions

Power distance

A

the degree to which the less powerful members of a society accept annd expect that power is distributed unequally.

Low: people expect an equality distribution, but it is not so, people demand for justifications.

High: Power is distributed unequality in society. Everyone has a assigned place in the social hierarchy.

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13
Q

Individualism vs Collectivism

A

The degree of interdependency a society mantains among its members.

Individualism: people are supposed to look after themselves and their direct family only.

Collectivism: people belong to “in group” that take care of them in exchange for loyalty.

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14
Q

Masculinity vs Feminity

A

Masculinity: stands for preference in a society for achievement, heroism, assertiveness, and material rewards for success.

Feminity: stands for a preference for a cooperation, modesty, caring for the weak and quality of life.

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15
Q

Uncertainty avoidance

A

The degree to which the members of a society feel uncomfortable with uncertainty and ambiguity.

Strong: Low tolerance for uncertainty. Desire to control the future. Higher trust in experts.

Low: Higher tolerance for uncertainty. Attitude toward the future is to just let things happen.

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16
Q

Edward T. Hall, Beyond Culture

High Context

A

A high context culture relies on implicit communication.
A message cannot be understood without a great deal of background information.
The rules of communication are primarily transmitted through the use of contextual elements. (i.e. body language,..)

-> Restricted code: very little verbal development and detail.

17
Q

Pro and Con of High context system

A

Pro:
❏ They tend to be more intimate and comfortable (for insiders).
❏ They enable greater efficiency of communication.

Cons:
❏ They have difficulty including people from diverse backgrounds.
❏ Outsiders might easily misunderstand and misinterpret them.

18
Q

Edward T. Hall, Beyond Culture

Low Context

A

relies on explicit communication.
-more of the info in a message is spelled out and defined.

Elaborated code: most of the necessary info is expressed in verbal form.

19
Q

Pro and cons of a Low context system

A

Pro:
❏ They tolerate a wider variety of participants from diverse backgrounds.
❏ Low-context communicators tell you what they mean directly.

Con:
❏ As they increase in size, they become difficult to manage.
❏ They ignore personal and social circumstances that could be relevant and important.

20
Q

Organizational & National Culture

A

❏ culture: About people in groups.
❏ national culture: “values”, normative, the way things “should be”.
❏ organizational culture: “practices”, descriptive, the way things “are”.
-> sometimes called “corporate” culture.
-> how an organization and its people train everyone to behave and think in certain ways: organization’s common practices.
-> organizational culture might weaken or erase the influence of outside societal cultures.

21
Q

Hofstede’s dimensions of organizational culture

Means-oriented vs goal-oriented

A

Means-oriented: Emphasis on the process and routines of work, workers avoid risks and do not make many efforts in their jobs. “Doing things right”

Goal-oriented: Emphasis on producing results, workers feel comfortable in unfamiliar situation, they make maximum efforts and everyday at work brings new challenges. “doing things right”

22
Q

Hofstede’s dimensions of organizational culture

Internally driven vs externally driven

A

Internally driven (normative):

  • workers see thir jobs as implementing inviolable rules, that must be followed (dogmatism)
  • high, strict standards of business ethic and honesty.
  • workers thing they know what is good for the customer.

Externally driven (pragmatic)

  • workers see their job as meeting customer’s need and achieving results for customers (pragmatism)
  • satisfying customer needs are more important than following strict rules and correct procedures.
23
Q

Hofstede’s dimensions of organizational culture

Easy going work discipline vs strict work discipline

A

Easy-going (loose control):

  • workers do not think much about costs and expenses.
  • meetings are often not scheduled and not on time.
  • people make often jokes about company.

Strict (tight control):

  • people care a lot about costs and expenses.
  • all vice versa.
24
Q

Hofstede’s dimensions of organizational culture

Local vs professional (focus)

A

Local (parochial):

  • workers feel that organization’s norms apply at work and outside.
  • workers identify with the company. #likeabosh
  • social and bakground are important in hiring decisions.
  • workers trust the company will plan the future for them.

Professional (cosmopolitan):

  • workers do not mix their privat lives with their jobs.
  • they define their identities according to their job type. (“I am a doctor”).
  • hiring decisions are based on own competence.
  • workers think far into the future.
25
Q

Hofstede’s dimensions of organizational culture

Open system vs closed system

A

Open system:

  • people in the organnization are open and welcoming to newcomers and outsiders.
  • workers find easy to “fit in” and are always well informed and get all necessary info.
  • everyone get a second chance in case of failure.

Closed system:

  • people in the organization seem to be closed off and secretive, even to insiders.
  • management is not keeping everyone informed.
  • no mercy for those who fail.
26
Q

Hofstede’s dimensions of organizational culture

Employee-oriented vs work oriented

A

Employee-oriented

  • the organization cares about workers welfare and well-being. And also workers feel that.
  • important decisions are made by groups/ committes.

Work-oriented

  • workers feel strong pressure to finish their assigned work.
  • organization just care about the work/ results.
  • important decisions are made by individuals.
27
Q

Marketing research process

A

Define the problem

  • > Design the research
  • > Design the data-collection form
  • > Specify the sample
  • > Collect the data
  • > Analyze the data
  • > Write the research report
28
Q
  1. Design the data-collection
A 
- Primary data are freshly gathered for a specific purpose or for a specific research project:
• Survey
• Focus group
• Interview
• Observation
• Experiments
  • Secondary data were collected for another purpose and already exist somewhere:
    • In company reports, memos etc.
    • Newspaper, reports
    • Various search engines, portals and websites
    • Industry or trade associations
    • Government and international publications
29
Q

Problem with secondary data research

A
  • Lack of accuracy of data
  • Age of data
  • Decrease reliability over
30
Q

Primary data collection - Focus Groups

A

The focus group is a research technique used to collect
data through group interaction on a topic determined by
the researcher.
• To test new products
• To explore and identify issues of satisfaction for
customers, staff or suppliers
• To explore perceptions of brand and service elements
associated with the brand

31
Q

Primary data collection - Focus Groups

Pro & Cons

A 
Strengths:
• focused data collection
• some control
• flexibility
• fairly speedy
• fairly low-cost
Weaknesses:
• data are difficult to analyze
• moderators are important
• differences between groups
• not all topics, not all people
• generalize only to groups
32
Q

Primary data collection - Interviews

Pro & Cons

A

Strengths
• Depth vs. Breadth of understanding
• Can be flexible or structured
• The “So-What?” and the “Why” questions
• Excellent accompaniment to other methods
• Easy way to build rapport with informants
• Can provide new uncharted avenues for exploration

Disadvantages
• Social desirability
• Draining from time/energy perspective
• Quality-of-informants issue (personalities)
• Still run risk of misconstruing what was said

33
Q
  1. Sampling
A 
Probability Sampling
• Random Sampling
• Area Sampling
• Systematic Sampling
• Stratified Sampling

Nonprobability Sampling
• Snowball Sampling
• Convenience Sampling

34
Q

4.1. Random Sampling

A

each member of the subset carries an equal opportunity of being chosen as a part of the sampling process.

35
Q

4.2. Systematic Sampling

A

Select sample members from a larger population according to a random starting point but with a fixed, periodic interval. This interval, called the sampling interval, is calculated by dividing the population
size by the desired sample size.

N = 100
want n = 20
N/n = 5
select a random number from 1-5: chose 4
so, we have to select every 5th unit starting from #4
36
Q

4.3. Stratified Sampling

A

Divide the population into separate groups (by certain criteria), then, a probability sample (usually simple random sample) is drawn from each group.

37
Q

Research brief

A
  • A research brief is a write-up from the client to the research agency
  • The brief helps the researcher and the client to understand the problem properly.
  • It makes the initiator of the brief more certain of how the information to be collected will support decision-making.
  • It ensures an amount of agreement or cohesion among all parties who may benefit from the research findings.
  • It helps both the marketer and the researcher to plan and administer the research program.
  • It helps to reduce disputes that can occur when the gaps in marketers’ knowledge are not ‘filled’ as intended.
  • It can form the basis for negotiation with a variety of research organizations.

International Communication (2 decks)

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