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International Marketing > Promotion > Flashcards

Promotion Flashcards

1
Q

What is the shift from seller to buyer initiative?

A
  • At the beginning of the buyer/seller relationship it is often the “traditional” seller initiative that causes them to purchase the products
  • After the development of the relationship and after the post-purchase experience, the purchases are mostly buyer initiative (reverse marketing)
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2
Q

What is the international communication process?

A

(Sender > Message) > (Channel Medium > Receiver) > Feedback [looped] with interference from Noise

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3
Q

What are the factors influencing the communication situation?

A
  • language differences
  • economic differences
  • sociocultural differences
  • legal/regulatory differences
  • competitive differences
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4
Q

What are the primary two-way communication tools?

A
  • personal selling

- direct marketing

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5
Q

What are the primary one-way communication tools?

A
  • advertising
  • public relations
  • sales promotion
  • exhibitions trade shows
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6
Q

What are major international advertising decisions?

A

Objective setting > budget decisions > Message and Media decisions > agency selection > advertising evaluation

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7
Q

What is the affordable budget approach?

A

Set at a level that management thinks that can afford, ex. percentage of sales

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8
Q

What are the advantaged of an affordable budget approach?

A
  • guarantees equality among markets
  • easy to justify
  • guarantees only what is affordable is spent
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9
Q

What are the disadvantages of an affordable budget approach?

A
  • based on historical performance
  • ignores necessity to increase spending when sales are declining
  • does not consider goals
  • fails to address relationship between advertising and sales
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10
Q

What is the competitive parity budget approach?

A

Duplicates the amounts spent on advertising by major rivals

  • difficult to determine
  • not always right for the company
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11
Q

What is the objective and task budget approach?

A

Determines the advertising by defining specific objectives and then determining tasks needed to attain the objectives

  • cost-benefit analysis
  • need good knowledge of local market
  • only 20% of North American and UK companies use it
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12
Q

What is USP?

A

Unique selling proposition

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13
Q

What is ESP?

A

Emotional selling proposition

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14
Q

What is AIDA?

A

It is how to make a great copy for ads, emails, and web sites

  • Attention (BOLD statements, effective headlines)
  • Interest (offer them something they want, use YOU)
  • Desire (create a future for the reader)
  • Action (tell them to act NOW)
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15
Q

What are the four media decisions?

A
  • Reach
  • Frequency
  • Impact
  • GRPs
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16
Q

What is reach?

A

The number of people exposed, total proportion of the market exposed to at least one ad in a given time period in a given medium

17
Q

What is frequency?

A

Average number of times within a given time frame that each potential customer is exposed to the same ad

18
Q

What is impact?

A

The compatibility between the medium and the message

19
Q

What is GRP

A

Reach x Frequency

Based on costs per 1000 impressions

20
Q

What is the most trusted form of advertisement?

A

Word of mouth

21
Q

What are the 6 types of mass media?

A
  • TV
  • Internet
  • Newspaper
  • Radio
  • Outdoor
  • Magazines
22
Q

What are the two different agency decisions for international companies?

A
  • Use different national/local agencies

- Use an international agency with domestic overseas offices

23
Q

Why should you chose a national agency?

A
  • supports national subsidiary
  • investment in existing brand best handles nationally
  • closer to marketplace
  • personalized service and greater creativity
  • diversity of ideas
24
Q

Why should you choose a pan-European agency?

A
  • reflects the new European reality
  • economies of scale in new product development and branding
  • uniformity of treatment across Europe
  • resources and skill of major agency
  • easier to manage one agency group
25
Q

What are the types of sales promotions?

A
  • discounts
  • catalogs/brochures
  • coupons
  • samples
  • gifts
  • competitions
26
Q

What is a sales promotion?

A

It is a short term effort directed primarily to the consumer and/or retailer to achieve specific objectives

27
Q

What leads to the expansion of sales promotion activities?

A
  • greater retail competition
  • higher levels of brand awareness
  • improved retail technology
  • greater integration of promotional mix in media campaigns
28
Q

What are the factors leading to the expansion of international direct marketing activities?

A
  • development in mailing technology
  • escalating costs of other forms of promotion
  • increasing availability of quality lists
  • developments in information technology
  • increasing availability throughout developed world of interactive television facilities
29
Q

What are the four types of sales force organizational structures?

A
  • combination
  • geographic
  • customer
  • product
30
Q

What is a combination sales force org structure?

A

large sales volume in large developed markets with distinct language/cultures + flexibility + lower travel expenses

31
Q

What is a customer sales force org structure?

A

Broad product lines + market/customer knowledge

32
Q

What is a geographic sales force org structure?

A

Distinct language/cultures and a single product line in underdeveloped markets + clear/simple + cultivate local businesses + lower travel expenses

33
Q

What is a product sales force org structure?

A

Established market with broad product lines + product knowledge

34
Q

What are the challenges in international advertising?

A
  • creativity

- implementation (budgets, clear product management, etc.)

35
Q

What do you need to understand in international standardization of promotion?

A
  • customers do not conform to national boundaries
  • company is seeking to build brand image
  • economies of scale can be achieved
  • creative ideas and special expertise can be exploited
36
Q

What do you need to understand in international adaptation of promotion?

A
  • adapt to fit local markets, personal selling
  • too much standardization results in inappropriate communication
  • more and more complicated with internet marketing

International Marketing (7 decks)

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