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Global marketing > Révision > Flashcards

Révision Flashcards

1
Q

Chap 1

4 different management orientations toward the nature of the global world

Ethnocentric orientation

A

home country is superior to the rest of the world

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2
Q

Chap 1

4 different management orientations toward the nature of the global world

Polycentric orientation

A

every country is special, full localization

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3
Q

Chap 1

4 different management orientations toward the nature of the global world

Regiocentric orientation

A

EU/USA etc

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4
Q

Chap 1

4 different management orientations toward the nature of the global world

Geocentric orientation

A

mix between ethnocentric and polycentric, company

isn’t connect to a specific country

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5
Q

Chap 1

2 distances of international marketing

A

physical distance (geographically, time)

mental distance (cultural, economic, political)

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6
Q

Chap 2

Resource ownership and allocation

Market Capitalism

A

Ownership : Private

Allocation : Market

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7
Q

Chap 2

Resource ownership and allocation

Market Socialism

A

Ownership : State

Allocation : Market

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8
Q

Chap 2

Resource ownership and allocation

Centrally planned Socialism

A

Ownership : state

Allocation : command

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9
Q

Chap 2

Resource ownership and allocation

Centrally planned Capitalism

A

Ownership : private

Allocation : command

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10
Q

Chap 2

Balance of payments

A

A record of all economic transactions between the residents of a country and the rest of the world.

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11
Q

Chap 2

Economic exposure

A

Reflects the impact of currency fluctuations on a company’s financial performance.

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12
Q

Chap 2

3 westerns market system

Private ownership, free entreprise economy, capitalism, highly flexible employment policies, minimal social safety net

A

Anglo-Saxon Model

USA, Canada, Great Britain

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13
Q

Chap 2

3 westerns market system

Private ownership, Social partners, inflexible employment policies, etc

A

Social market economy model

Germany, France, Italy

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14
Q

Chap 2

3 westerns market system

Mix of state & private ownership, high taxes, market regulation, generous social safety

A

Nordic model

Sweden, Danemark, Norway

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15
Q

Chap 2

Stage of development

Low-income country

A

GNI per capita < 1,045$

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16
Q

Chap 2

Stage of development

Low-middle-income country

A

1,045$ < GNI per capita < 4,125$

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17
Q

Chap 2

Stage of development

Upper-middle-income country

A

4,125$ < GNI per capita < 12,745$

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18
Q

Chap 2

Stage of development

High-income country

A

12,745$ < GNI per capita

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19
Q

Chap 2

BRICS

A 
Brazil
Russia
India
China
South Africa
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20
Q

Chap 2

G8

A 
Canada
France
Germany 
Italy
Japan
Russia
UK
USA
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21
Q

Chap 2

OECD

A

The organization of economic cooperation and development

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22
Q

Appadurai

Global interaction today

A

Tension between cultural homogenization and heterogenization

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23
Q

Appadurai

The global cultural economy

A

Global flows occur in and through the growing disjuncture between ethnoscapes, technoscapes, finanscapes, mediascapes, and ideoscapes. = “imagined worlds”

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24
Q

Appadurai

5 scapes

I mean the landscape of persons who constitute the shifting world in which we live: tourists, immigrants, refugees, exiles, guestworkers, and other moving groups and persons constitute an essential feature of the world, and appear to affect the politics of and between nations to a hitherto unprecedented degree.

A

Ethnoscape

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25
Q

Appadurai

5 scapes

I mean the global configuration, also ever so fluid, of technology, and of the fact that technology, both high and low, both mechanical and informational, now moves at high speeds across various kinds of previously impervious boundaries.

A

Technoscape

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26
Q

Appadurai

5 scapes

Since the disposition of global capital is now a more mysterious, rapid and difficult landscape to follow than ever before, as currency markets, national stock exchanges, and commodity speculations move mega-monies through national turnstiles at blinding speed, with vast absolute implications for small differences in percentage points and time units.

A

Finanscape

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27
Q

Appadurai

5 scapes

Refer both to the distribution of the electronic capabilities to produce and disseminate information (newspapers, magazines, television stations, film production studios, etc.), which are now available to a growing number of private and public interests throughout the world; and to the images of the world created by these media.

A

Mediascape

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28
Q

Appadurai

5 scapes

Concatenations of images, often directly political and frequently have to do with the ideologies of states and counter-ideologies of movements explicitly oriented to capturing state power or a piece of it.

A

Ideoscape

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29
Q

The global cultural economy

Deteterritorialization

A

Is one of the central forces of the modern world, since it brings laboring populations into the lower class sectors and spaces of relatively wealthy societies, while sometimes creating exaggerated and intensified senses of criticism or attachment to politics in the home-state.

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30
Q

The global cultural economy

Production fetishism

A

I mean an illusion created by contemporary transnational production loci, which masks translocal capital, transnational earningflows, global management and often faraway workers (engaged in various kinds of high-tech putting out operations) in the idiom and spectacle of local (sometimes even worker) control, national productivity and territorial sovereignty.

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31
Q

The global cultural economy

Consumer fetishism

A

I mean to indicate here that the consumer has been transformed, through commodity flows (and the mediascapes, especially of advertising, that accompany them) into a sign, both in Baudrillard’s sense of a simulacrum which only asymptotically approaches the form of a real social agent; and in the sense of a mask for the real seat of agency, which is not the consumer but the producer and the many forces that constitute production.

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32
Q

Glocalization of youth culture

Glocalisation

A

Members of the youth market interpret and rework global cultural practices and meanings to fit into their local contexts. Consumption practices are inscribed in local, historically constituted cultural discourse of youth cultural consumption, modernity, and globalization.

Structures of Common Difference

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33
Q

Chap 3

was intended to be a multilateral, global, initiative and GATT negotiators did succeed in liberalizing world merchandise trade. Started 70 years ago.

A

General Agreement on Tariffs and Trade (GATT

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34
Q

Chap 3

1995, Provides a forum for trade related negotiations among its 160 members.

A

World trade organization (WTO)

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35
Q

Chap 3

Is a mechanism that confers special treatment on select trading partners.

A

Preferential trade agreement (PTA)

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36
Q

Chap 3

Free trade area (FTA)

A

is formed when two or more countries agree to eliminate tariffs and other barriers that restrict trade.

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37
Q

Chap 3

Customs Union

A

in addition to eliminating internal barriers to trade, members of a customs union agree to the establishment of common external tariffs (CETs).

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38
Q

Chap 3

Common market

A

is the next level of economic integration. Also allows free movement of factors of production, including labor and capital.

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39
Q

Chap 3

Economic Union

A

Builds upon the elimination of internal tariff barriers, the establishment of common external barriers, and the free flow of factors.

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40
Q

Chap 4

What is culture ?

A
  • Learned behavior
  • Culture can be understood as ways of living, built up by a group of human beings, that are transmitted from one generation to another.
  • A guide for communication and interaction
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41
Q

Chap 4

High & Low context

Countries exemple

A

High context : Japan

Low context : USA

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42
Q

Chap 4

High & Low context

Lawyers

A

High context : Less important

Low context : Very important

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43
Q

Chap 4

High & Low context

A person’s word

A

High context : is his or her bond

Low context : is not relied upon “get it in writting”

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44
Q

Chap 4

High & Low context

Responsability for organizational error

A

High context : Taken by highest level

Low context : pushed to lowest level

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45
Q

Chap 4

High & Low context

Space

A

High context : People breathe on each other

Low context : People maintain a bubble of private space and resent intrusions

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46
Q

Chap 4

High & Low context

Time

A

High context : Polychronic - everything in life must dealt with in terms of its own time

Low context : Monochronic - Time is money, linear - one thing at time

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47
Q

Chap 4

High & Low context

Negotiation

A

High context : Are lengthy - importance to know each other

Low context : Quickly

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48
Q

Chap 4

High & Low context

Competitive bidding

A

High context : Unfrequent

Low context : Common

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49
Q

Chap 4

Hofstede’s 5 cultural dimensions

Power distance

A

The extent to which the less powerful members of a society
accept—even expect—power to be distributed unequally.

(high: France, low: Sweden)

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50
Q

Chap 4

Hofstede’s 5 cultural dimensions

Uncertainty avoidance

A

The extent to which the members of a society are uncomfortable with unclear, ambiguous, or unstructured situations.

(high: Italy, low: Canada)

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51
Q

Chap 4

Hofstede’s 5 cultural dimensions

Achievement/Nurturing

A

A society in which men are expected to be assertive, competitive and concerned with material success and women fulfill the role
of nurturer and are concerned with issues such as the welfare of children.

Achievement : USA, Japan
Nurturing : France, Sweden

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52
Q

Chap 4

Hofstede’s 5 cultural dimensions

Individualistic/Collectivistic

A

Concerned with their own interests and those of his immediate family.

individualistic: USA, EU
collectivist: Asia

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53
Q

Chap 4

Hofstede’s 5 cultural dimensions

Long-term orientation

A

Degree of stress placed on virtuous living in this world à methodological flaws and philosophical flaws = much used
Long term : people look to the future
Short term : people value tradition and past

doute !!!
Short term : Germany, USA, Canada
Long term : China, Japan, Taiwan

54
Q

Chap 4

Adoption process

A

Awarness - Interest - Evaluation - Trial - Adoption

55
Q

Chap 4

Innovation Characteristics

A

Relative advantage / Compatibility / Complexity / Divisibility / Communicability

56
Q

Chap 4

Adopters categories

A 
Innovators
Early adopters
Early majority
Late Majority
Laggards
57
Q

Chap 4

Environmental Sensitivity

A

The extent to which products must be adapted to the culture- specific needs of different national markets

58
Q

Chap 5

Political risk

A

the possibility of change in a country’s political environment or government

59
Q

Chap 5

Expropriation

A

governmental action to dispossess a foreign company or investor.

60
Q

Chap 5

Nationalization

A

occurs when the government takes control of some or all of the enterprises in a particular industry

61
Q

Chap 5

Intelectual property

Patent

A

is a formal legal document that gives an inventor the exclusive right to make, use and sell an invention for a specific time

62
Q

Chap 5

Intelectual property

Trademark

A

distinctive mark, motto, device that a manufacturer affixes to a particular product

63
Q

Chap 5

Intelectual property

Copyright

A

establishes ownership of a written, recorder or filmed creative work

64
Q

Chap 5

Intelectual property

Counterfeiting

A

unauthorized copying and production of a product.

65
Q

Chap 6

Latent market

A

An undiscovered market

66
Q

Chap 6

Incipient market

A

market that will emerge if a particular economic, demographic, political or sociocultural trend continuous

67
Q

Chap 6

8 basics steps of formal research

A
  • Information requirement
  • problem definition
  • Choose unit of analysis
  • Examine data availability
  • Asses value of research
  • Research design
  • Data analysis/interpretation
  • Presentation
68
Q

Chap 6

Big data difficulties

A
  • Directive on data collection on Europe
  • Safe harbor agreement for US and EU
  • Global perspective
  • Ad blockers
69
Q

Chap 7

Segmentation

A

An effort to identify and categorize groups of customers and countries according to common characteristics

70
Q

Chap 7

Targeting

A

Process of evaluating the segments and focusing marketing efforts on a country, region or group that can respond.

71
Q

Chap 7

Positioning

A

differentiate the product or brand in the minds of target customers

72
Q

Chap 7

How can we segment ?

A
  • Geographical = where you live
  • Demographic = income, gender, ethnicity
  • Psychographic = lifestyle, personality, attitudes, values

• Behavior segmentation = whether people buy and use a product as how often and how
much they consume
• Benefit segmentation = the benefit a product gives, value equation
• Ethnic segmentation = language, background

73
Q

Chap 7

a meaningful segment must be

A
  • Profitable
  • Quantifiable (measurable) = how many consumers are going to fast food restaurants
  • Available = many companies available
  • Clear common characteristics for a segment = who eats meet, who are veg.
  • Clear differences between segments
74
Q

Chap 7

Assesing market potential

A
  • Current segment size and growth potential
  • Potential competition
  • Feasibility and compatibility (law barrier, etc.)
75
Q

Chap 7

Targeting and target market strategy options

Standardized global marketing

A

mass marketing in a single country

76
Q

Chap 7

Targeting and target market strategy options

Concentrated global marketing

A

devising a marketing mix to reach a niche

77
Q

Chap 7

Targeting and target market strategy options

Differentiated global marketing

A

targeting two or more distinct market segments with multiple marketing mix offerings

78
Q

Chap 7

positioning

differents criteria

A
  • Attribute or benefit = a particular product attribute, benefit or feature (Volvo, safety)
  • Quality and price = high-fashion, high price or low quality, low price
  • Use or user =how a product is used or associates the brand with a user or class of user
  • Competition = niche
79
Q

Chap 7

positioning

Global consumer culture positioning (GCCP)

A

As a strategy that identifies a brand as a symbol of a particular global culture or segment

80
Q

Chap 7

positioning

Foreign consumer culture positioning (FCCP)

A

the brand’s users, use occasions or production origins with a foreign culture or country.

81
Q

Chap 7

positioning

Local consumer culture positioning (LCCP)

A

associates the brand with local cultural meanings, norms

82
Q

Chap 9

Global market-entry

2 types

A

Licensing = is a contractual arrangement whereby one company (the licensor) makes a legally protected asset available to another company (the licensee) in exchange for royalties, license fees or some other form of compensation.

Investment = desire to have partial or full ownership of operations outside the home country

83
Q

Chap 9

Global market-entry

2 licensing forms

A
  • Contract manufacturing = provide technical specifications to a subcontractor or local manufacturer. The subcontractor then oversees production.
  • Franchising = is a contract between a patent company/franchiser and a franchisee that allows the franchisee to operate a business developed by the franchiser in return for a fee and adherence to franchise-wide policies and practices.
84
Q

Chap 9

Global market-entry

3 investments forms

A
  • Foreign direct investment (FDI) = reflect investment flows out of the home country as companies invest in or acquire plants, equipment or other assets.
  • Joint ventures = entry strategy for a single target country in which the partners share ownership of a newly created business entity. Sharing risk.
  • Investment via equity stake or full ownership = equity is an investment with a minority stake or majority stake and full ownership is 100 percent.
85
Q

Chap 9

Global market-entry

Involvement ranking

A

LOW

Exporting
Licensing
Contract manufacturing
Joint venture
Equity stake or acquisition

STRONG

86
Q

Chap 9

def : Market expansion strategies

A

expand by seeking new markets in existing countries or seeking new country markets for already identified and served market segments.

87
Q

Chap 9

Market expansion strategies

Country and market concentration

A

targeting a limited number of customer segments in a few countries

88
Q

Chap 9

Market expansion strategies

Country concentration and market diversification

A

a company serves many markets in a few countries

89
Q

Chap 9

Market expansion strategies

Country diversification and market concentration

A

classic global strategy whereby a company seeks out the world market for a product

90
Q

Chap 9

Market expansion strategies

Country and market diversification

A

corporate strategy of a global, multi-business company such as Matsushita

91
Q

Chap 9

3 characteristics of strategic alliances

A
  1. Ongoing contributions
  2. Independence of participants
  3. Shared benefits
92
Q

Chap 9

Global strategic partnership success factors

Find & explain

A
  1. Mission = win-win situation when participants pursue objectives as a basis of mutual need or advantage
  2. Strategy = Strategy must be thought out to avoid conflicts
  3. Governance = Discussions and consensus must be the norm, partners must be view as
    equal
  4. Culture = Personal chemistry is important with shared values
  5. Organization = Innovative structures and designs may be needed to offset the
    complexity of multicountry management
  6. Management = Authority should be well established and divisive issues must be
    identified. Need a common commitment
93
Q

Zou and Cavusgil

GMS = Global Marketing strategy

3 to find and explain

A
  • Standardization = To attain a low-cost position, the optimum global marketing strategy is to sell standardized products using standardized marketing programs. Economics of scale
  • Configuration-coordination = exploit the synergies that exist across different country markets as well as the comparative advantages associated with various host countries. To be effective in global competition, a firm must configure its value-chain activities optimally and coordinate its efforts in different market. (Porter)
  • Integration = It is concerned with how a firm’s competitive battles are planned and executed across country markets. According to this view, a key to global marketing success is participation in all major world markets to gain competitive leverage and effective integration of the firm’s competitive campaigns across these markets.
94
Q

Chap 10

Product definition

A

Goods, services or idea with both tangible and intangible attributes that collectively create value for a buyer or user

95
Q

Chap 10

def : Brand image

A

perceptions about a brand as reflected by brand associations

that consumers hold in their memories

96
Q

Chap 10

def : Brand equity

A

The total value that accrues to a product as a result of a

company’s cumulative investments in the marketing of the brand

97
Q

Chap 10

def : Local product/local brand

A

creates these products or brand to cater to the needs

and preferences of particular country markets / offered in a single market

98
Q

Chap 10

def : International products and brands

A

offered in several markets in a particular region

99
Q

Chap 10

def : Global products and brands

A

positioning throughout the world with the same name

100
Q

Chap 10

def : Brand equity chain

A

• Brand image =
Brand awareness, Brand associations: What customers think and memorize about a brand - involves feelings, experiences, beliefs attitudes & knowledge.

• Brand strength =
Price premium, Volume premium, Purchase intent, Customer satisfaction, Customer loyalty: How customers behave, or intends to behave, towards
the brand.

• Brand value =
Cashflow Profit Growth

101
Q

Chap 10

Main characteristics of global brands

Find the name of :
Consumers ascribe global brands with higher quality than local/regional brands and global brands allow marketers to charge premium prices

A

Quality signal

102
Q

Chap 10

Main characteristics of global brands

Find the name of :
Global brands are symbols of cultural ideals that could be marketed in all parts
of the world by communicating the brand’s global identity (Global consumer
culture positioning)

A

Global myth

103
Q

Chap 10

Main characteristics of global brands

Find the name of :
Consumers evaluate and expect big global brands to deal with social problems and to conduct their business ethically

A

Social responsibility

104
Q

Chap 10

2 managerial approach

Find and explain

A

– Standardizing = Viewing the entire world as one (global) market, and therefore
executing the same brand strategy across the globe (E.g. Gillette)

– Adapting = There is no such thing as a global consumer therefore we need to push down all the branding decisions on a local level catering to local tastes, emotions and demands (E.g. Nestlé)

105
Q

Chap 10

3 branding strategies

Find and explain

A

• Tiered branding (e.g. Sony Walkman) =
combining branding to leverage a company’s reputation while developing a distinctive identity for a line of products.

• Co-branding (e.g. Intel and Hewlett Packard) =
two or more companies collaboration ex : Versace and H&M

• Brand extensions (e.g. Apple starting to make TV:s or stereos) =
extend your brand to other markets.

106
Q

Chap 10

Find the name

a staple of sociology and psychology courses, provides a useful framework for understanding how and why local products and brands can be extended beyond home-country borders.

A

Maslow’s need hierarchy

107
Q

Chap 10

Maslow’s need hierarchy

A
  • Physiological
  • Safety
  • Social
  • External and internal esteem
  • Self actualization
108
Q

Chap 10

Name of the effect by which a home country affect brand image

A

Country-of origin effect = they become part of a brand’s image and contribute to
brand equity.

109
Q

Chap 10

Product/communication adaptation or adaptation

Communication : different
Product : same

A

Product extension
Communication adaptation
strategy

110
Q

Chap 10

Product/communication adaptation or adaptation

Communication : different
Product : different

A

Dual adaptation strategy

111
Q

Chap 10

Product/communication adaptation or adaptation

Communication : same
Product : same

A

dual extension strategy

112
Q

Chap 10

Product/communication adaptation or adaptation

Communication : same
Product : different

A

Product adaptation
Communication extension
strategy

113
Q

Chap 10

Find the name

the process of endowing resources with a new capacity to create value.

A

Innovation

114
Q

Chap 10

Find the name

complex bundle of images and experiences in the mind of customer

A

A brand

115
Q

Chap 11

3 variables of price

Find and explain

A

Market-based pricing
• Customer value
• Costumer alternative

situation Cost-based pricing
• Production cost

116
Q

Chap 11

4 Global pricing strategies

Explain : Compensation

A

Low price à Cover costs

117
Q

Chap 11

4 Global pricing strategies

Explain : Differentiation

A

Adjust price à Pricing competition during maturity phase

118
Q

Chap 11

4 Global pricing strategies

Explain : Market penetration

A

setting price levels that are low enough to quickly build market share

Low initial price – Big sales volume to get market shares

119
Q

Chap 11

4 Global pricing strategies

Explain : Market skimming

A

attempt to reach a market segment that is willing to pay a premium price for a particular brand or a special product.

High initial price – Image and exclusivity

120
Q

Chap 11

Currency fluctuation

Market holding strategy

A

companies who doesn’t want to lose market shares and are using the flexible cost-plus method to reduce prices to unfavorable currency swings

121
Q

Chap 11

Currency fluctuation

Price transparency

A

buyers are able to comparison shop easily because goods will be priced in euros as opposed to mars, francs or lira.

122
Q

Chap 11

Global pricing: 3 policy alternatives

Extension or ethnocentric pricing

A

per-unit price of product is same in the world

123
Q

Chap 11

Global pricing: 3 policy alternatives

Adaption or polycentric pricing

A

permits subsidiary or affiliate managers or

independent distributor to establish whatever price they feel is most appropriate.

124
Q

Chap 11

Global pricing: 3 policy alternatives

Geocentric pricing

A

intermediate course for action. The realization that unique local market factors should be recognized when arriving at pricing decisions. Cost, income,
competition

125
Q

Chap 11

Find the name

the sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.

A

Dumping

126
Q

Chap 11

Find the name

Illegal agreement between two or more companies to establish a same priceà anticompetitive act

A

Price fixing

127
Q

Chap 11

Find the name

refers to the pricing of goods, services and intangible property bought and sold by operating units or division of a same company/corporate parent.

A

Transfer pricing

128
Q

Chap 13

find and explain the 3 types of appeal

A

Advertising appeal = communications approach that relates to the motives of the target audience

  • Rational appeal = logic an speak to the audience’s intellect
  • Emotional appeal = effecting the audiences emotions
129
Q

Chap 13

Find the name

the promise or claim that captures the reason for buying a product or the benefit of being ownership of a product

A

Selling proposition

130
Q

Chap 13

Find the name

is a strategic communication process that builds mutually beneficial relationships between organizations and their publics

A

Public relation

131
Q

Chap 13

Selecting advertising agency criteria

4 to find and explain

A
  1. Company organization = centralized or decentralized ?
  2. National responsiveness = Is the global agency familiar with local culture or should a
    local selection be made ?
  3. Area coverage = Does the candidate agency cover all relevant markets ?
  4. Buyer perception = what kind of brand awarness does the company want to project ?

Global marketing (1 decks)

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