Session 4

Question 1

How to advertise regarding the life cycle?

Answer 1

Introductory - education of your product
Growth - education/differentiation
Maturity - only differentiation (pvz my coffee is better than yours)

Question 2

4 orientations in global marketing:

Answer 2

1. Ethnocentric
2. Polycentric
3. Regioncentric
4. Geocentric

Question 3

Ethnocentric -

Answer 3

I use the same the strategy that i use in the original country (the country where the product was developed) and replicate it in every new country, I don’t make any adaptations and use the same advertisement.

Question 4

Polycentric -

Answer 4

the home country doesn’t decide anything, but the other countries decide their own marketing strategy.

Question 5

Regioncentric -

Answer 5

instead of single countries we have a group of countries and each of that group have different marketing strategies, but inside the group every country have the same advertising.

Question 6

Geocentric -

Answer 6

each one of the countries contributes to developing the global marketing strategy. (It is very rare)

Question 7

The choice which approach (orientation) to choose depends on:

Answer 7

1. Size of the firm (if the firm is small, it doesn’t have the money)
2. Experience in overseas market
3. The size and degree of homogeneity of involved countries
4. The nature of the product (some products cannot be same everywhere)

Question 8

3 different possible approaches to advertising:

Answer 8

1. Standardization - 100% same advertising for every market in the world. They believe that even though people are different their basic physiological and psychological needs are the same.
2. Adaptation (localization) - different advertising for each markets in the world. Proponents of this school argue that advertisers need to consider barriers to standardization such as culture, taste, media availability and economic considerations.
3. Compromise (Glocalization) - keeps part of the message the same but adapts some parts to the local specificities. Combines the two approaches and that the best advertising strategy depends on the situation. Think global act local.

Question 9

Consumer insight -

Answer 9

a penetrating discovery about consumers’ needs or attitudes that can lead to specific opportunities. High level motivators of behavior.

Question 10

Key consumer insight -

Answer 10

the primary motivator which influences behavior the most.