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MARK462 > Week 11 > Flashcards

Week 11 Flashcards

1
Q

FITB: Globalization of Markets and brands: Theodore Levitt’s Article
a) Importance of ____ in globalization
b) ____ differences in national and regional preferences (fewer/greater)
c) Global corporations sell the same things ____ way (the same/different)
d) Leads to _____ of products, manufacturing, trade, and ____

A

a) technology
b) fewer
c) the same
d) standardization, commerce

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2
Q

What are some ways to segment a market? (4)

A
  • geography
  • demography
  • sociocultural factors
  • psychological factors
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3
Q

What are 3 issues to market segmentation for marketing managers?

A
  1. Differences between countries in the structure of market segments
  2. Existence of segments that transcend national borders
  3. 2 choices: one country and multiple market segments or many countries and the intermarket segment
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4
Q

Who am I? segment that transcend national borders

A

intermarket segment

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5
Q

Which one is true for intermarket segment?
a) views the global marketplace as a single entity
b) views the global marketplace as multiple market segments

A

a)

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6
Q

What are the 3 core applications of business analytics?

A

descriptive, predictive, prescriptive

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7
Q

T/F: in business analytics, in order to understand companies’ current products and services in the global marketplace, only big data is used.

A

False: both small data and big data are used

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8
Q

What are the 4 components of international market research?

A

systematic collection, recording, analysis, interpretation of data

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9
Q

FITB: International market research - business analytics
a) All the issues of ___ marketing research
b) Translation of questionnaires/reports into appropriate ___ ____
c) Accounting for ____ and ____ differences in data collection

A

a) domestic
b) foreign languages
c) cultural, environmental

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10
Q

T/F: For international marketing research, global companies often have an in-house department

A

True

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11
Q

T/F: Only global companies conduct international marketing research

A

False: Also conducted by customer-satisfaction companies and international market research firms

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12
Q

What are the 3 types of basic data collection for business analytics?

A
  1. Data on the country and potential market segments
  2. Data to forecast customer demands within specific country or world region
  3. Data to make marketing mix decision
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13
Q

Place the international market research steps in order
1. Assessing the costs and benefits of the research
2. Reporting the research findings
3. Defining the research objectives
4. Analyzing and interpreting the data
5. Determining the data sources
6. Collecting the data

A

3, 5, 1, 6, 4, 2

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14
Q

What are the 3 steps for international marketing research: objectives and data?

A
  1. Defining the research objectives
  2. Determining the data sources
  3. Assessing costs and benefits
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15
Q

Describe step 1 “defining the research objectives” of international marketing research - objectives and data (2)

A
  • defining the research problem
  • setting objectives for the international market research
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16
Q

What are the 4 types of data sources for international marketing research?

A

quantitative
qualitative
primary data
secondary data

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17
Q

Which is more costly: primary data or secondary data?

A

primary data

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18
Q

What are the 3 dimensions to product attributes?

A
  1. Product and technical standards
  2. Cultural differences
  3. Economic development
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19
Q

FITB: product attributes - product and technical standards
a) ____ trade agreements
b) Differing ____-_____ product standards
c) Differences in ____ standards

A

a) regional
b) government-mandated
c) technical

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20
Q

FITB: product attributes - cultural differences
a) consumer ____ vary
b) social structure, language, ____, education…
c) impact of ___
d) some evidence tastes and preferences are becoming ____

A

a) needs
b) religion
c) tradition
d) cosmopolitan

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21
Q

FITB: product attributes - economic development
a) consumer behaviour is influenced by ____ ____ of a country
b) consumers in developed countries (are/ are not) willing to sacrifice preferences for lower prices
c) Consumers in advanced countries (are/are not) willing to pay more for products with additional customized attributes

A

a) economic development
b) are not
c) are

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22
Q

See: typical distribution system

A

see book

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23
Q

What are the 4 differences between countries for distribution strategy?

A

retail concentration
channel length
channel exclusivity
channel quality

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24
Q

What are the 2 types of retail concentration system?

A
  1. concentrated retail system
  2. fragmented retail system
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25
Q

What are 2 components to consider when choosing a distribution strategy?

A
  • relative costs and benefits
  • link between channel length, final selling price, and profit margin
26
Q

What are 3 barriers to international communication?

A

Noise levels
cultural differences
country of origin

27
Q

Who am I? refers to the number of other messages competing for a potential consumer’s attention

A

Noise levels

28
Q

FITB: noise levels
a) ___ in highly developed countries
b) ___ in developing countries

A

a) High
b) Lower

29
Q

What are 4 examples of cultural differences?

A
  • low context vs high context
  • individualism vs collectivism
  • power distance
  • mono-chronic cultures vs poly-chronic cultures
30
Q

What are 4 criteria to take into consideration when choosing between a push and a pull strategy?

A
  1. consumer sophistication
  2. channel length
  3. media availability
  4. product type
31
Q

Associate every characteristic to either a push or a pull strategy:
a) For consumer goods
b) For industrial products or complex new products
c) When distribution channels are short
d) When distribution channels are long
e) When few prints or social media are available
f) When sufficient print and social media available to carry marketing message

A

a) Pull
b) Push
c) Push
d) Pull
e) Push
f) Pull

32
Q

What are 3 arguments FOR standardized advertising?

A
  • economic advantages
  • shortage of creative talent
  • global brand names
33
Q

What are 2 arguments AGAINST standardized advertising?

A
  • cultural differences
  • advertising regulations
34
Q

Who am I? a measure of responsiveness of demand for a product to change in price

A

Price elasticity of demand

35
Q

FITB: Price discrimination - price elasticity of demand
a) Elasticity is greater in countries with ___ (low/high) income levels and ___ (more/less) competition
b) Inelastic demand means large change in price produces ____ (large/small) change in demand

A

a) low, more
b) small

36
Q

What are the 4 pricing strategies?

A
  • strategic pricing
  • predatory pricing
  • multipoint pricing strategy
  • experience curve pricing
37
Q

What are 2 regulatory influences to pricing strategies?

A
  • antidumping regulations
  • competition policy
38
Q

What are 6 factors affecting the marketing mix configuration?

A
  • local differences in culture
  • economic conditions
  • competitive conditions
  • product and technical standards
  • distribution systems
  • government regulations
39
Q

Give an example of questions to address the product strategy - product core

A

Do the customers have similar product needs across international market segments?

40
Q

Give an example of questions to address the product strategy - product adoption

A

How is the product bought by customers in the international market segments targeted?

41
Q

Give an example of questions to address the product strategy - product management

A

How are established products versus new products managed for customers in the international market segments?

42
Q

Give an example of questions to address the product strategy - product branding

A

What is the perception of the product brand by customers in the international market segments?

43
Q

Give an example of questions to address the distribution strategy - distribution channels

A

Where is the product typically bought by customers in the international market segments?

44
Q

Give an example of questions to address the distribution strategy - wholesale distribution

A

What is the role of wholesalers for the international market segments targeted?

45
Q

Give an example of questions to address the distribution strategy - retail distribution

A

What is the availability of different types of retail stores in the international markets for the customer segments targeted?

46
Q

Give an example of questions to address the communication strategy - advertising

A

How is product awareness created for a product to reach customers in the international market segments targeted?

47
Q

Give an example of questions to address the communication strategy - mass media

A

What role do various media (for example, TV, radio, newspapers, magazines, billboards) have in reaching customers in the international market segments targeted?

48
Q

Give an example of questions to address the communication strategy - publicity

A

What role does publicity (for example, public relations) play among customers in the international market segments targeted?

49
Q

Give an example of questions to address the communication strategy - social media

A

What role do various social media (for example, Facebook, Twitter, blogs, virtual communities), mainly focused on user-generated content, have in communicating with customers in the international market segments targeted?

50
Q

Give an example of questions to address the communication strategy - sales promotion

A

Are rebates, coupons, and other sale offers a widespread activity to motivate customers in the international market segments targeted to buy a company’s products?

51
Q

Give an example of questions to address the pricing strategy - value

A

Is the price of a product critical to the customer’s understanding (or perception) of the value of the product itself among customers in the international market segments?

52
Q

Give an example of questions to address the pricing strategy - demand

A

Is the demand for the product among customers in the international market segments targeted similar to domestic demands?

53
Q

Give an example of questions to address the pricing strategy - costs

A

Are the fixed and variable costs of the product the same when targeting customers in the international market segments (e.g., are there variable costs that change significantly when going international)?

54
Q

Give an example of questions to address the pricing strategy - retail price

A

Are there trade tariffs, nontariff barriers, and/or other regulatory influences on price that will influence the pricing equation used to determine the retail price to customers in the international market segments?

55
Q

What are 4 success factors for product development

A
  • International marketing
  • R&D
  • Manufacturing
  • Technological innovation
56
Q

What are 3 success factors of technological innovation?

A
  • pace of change accelerating
  • shorter product life cycles
  • creative destruction
57
Q

FITB: Product development and R&D: Location Factor

Rate of new-product development is greatest in countries where…
a) More money is spent on ____ and ____ R&D
b) Underlying demand is ____
c) Consumers are ____
d) Competition is ____

A

a) basic and applied
b) strong
c) affluent
d) intense

58
Q

Give 3 reasons why new-product development has a high failure rate

A
  1. Development of a technology for which demand is limited
  2. Failure to adequately commercialize promising technology
  3. Inability to manufacture a new product cost effectively
59
Q

Give 4 benefits tight cross-functional integration can help ensure

A
  1. Product development projects are driven by customer needs
  2. New products are designed for ease of manufacture
  3. Development costs are kept in check
  4. Time to market is minimized
60
Q

FITB: product development and R&D - Cross-functional teams
a) Objective: take a product development project from the initial concept development to ____ ____
b) ___-___ project manager
c) T/F: it is not necessary to have at least one member from each key function
d) physically in ___ (one/multiple) location(s) if possible
e) Clear ___ and ___
f) Processes for ____ and ____ ____

A

a) market introduction
b) High-power
c) False
d) one
e) plan, goals
f) communication, conflict resolution

61
Q

T/F: Commercialization may require different versions of a new product to be produced for various countries

A

True

MARK462 (9 decks)

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