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Fashion in International markets > Week 12 > Flashcards

Week 12 Flashcards

1
Q

Tendency for variability to escalate with each stage in the distribution process, usually from a corresponding degradation in the quality of demand information.

A

The Bullwhip Effect

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2
Q

Delivery delays and inventory target adjustments, order batching, price fluctuations, shortage gaming.

A

Causes of the Bullwhip Effect

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3
Q

Excess inventories, problems with quality, increased raw materials cost, overtime expenses, increased shipping costs, lost customer service, lengthened lead time, lost sales, unnecessary adjusted capacity

A

Results of the Bullwhip Effect

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4
Q

Poor forecasting of sales, incorrect information along the supply chain, sales promotions, excess inventories, sales incentives, lack of customers confidence, problem with quality, (Customer returns), freight incentives

A

Causes of the Bullwhip effect

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5
Q

The exchange of information, news, ideas, etc. or the action to convey ones ideas, feelings, etc. clearly to others.

A

Communication

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6
Q

A transactional process between two or more parties whereby meaning is exchanged through the intentional use of symbols.

A

Communication

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7
Q
  1. To build primary demand and brand awareness
  2. To provide relevant information
  3. To influence attitudes and feelings
  4. To create desires and preferences
  5. To facilitate purchase and trial
  6. To create loyal customers
A

Marketing Communication Objectives

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8
Q
  1. Spontaneous Awareness
  2. Knowledge/comprehension of benefits
  3. Liking/favorable attitude
  4. Preference
  5. Trial
  6. Repurchase/regular use
A

Communication effects pyramid

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9
Q

________ can be reflected in different forms; physiological change, expressive behavior, and subjective experience.

A

Emotion

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10
Q
  1. Cost reduction
  2. Improve quality
  3. Enhanced customer preference
  4. Global customers and segments
A

Advantages of Standardization

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11
Q
  1. Off-target
  2. Lack of uniqueness
  3. Vulnerability to trade barriers
  4. Strong local competitors
A

Drawbacks of Standardization

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12
Q
  • Maintaining consistent image
  • Desired product features are the same
  • Usage conditions are similar across market
  • Symbols used carry same meaning across market
  • Reducing confusion amongst world travellers
  • Implementing single-coordinated campaign across country
  • Reducing development, media and other costs
A

Standardized Advertising

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13
Q

Assumption: customers everywhere share the same wants and needs

A

Standardized Advertising

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14
Q
  1. product variables
  2. competitive variables
  3. organizational experience and control variables
  4. governmental variables
  5. cultural and societal variables
  6. Infrastructure variables
A

Factors influencing the decision to standardize or adapt advertising

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15
Q

Industrial goods– highest level of standardization
Customer durables– medium level of standardization
Customer nondurables–lowest level of standardization

A

Product Variables

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16
Q

Industrial Goods (level of standardization)

A

highest level of standardization

17
Q

Customer Durables (level of standardization)

A

medium level of standardization

18
Q

Customer Non-Durables (level of standardization)

A

lowest level of standardization

19
Q
  • Centralized decision-making structure–higher level of standardization
  • Decentralized decision-making structure–lower level of standardization
A

Organizational Experience and Control Variables

20
Q

Centralized decision-making structure (level of standardization)

A

higher level of standardization

21
Q

Decentralized decision-making structure (level of standardization)

A

lower level of standardization

22
Q

Agencies and Production Facilities

A

Infrastructure Variables

23
Q

Luxury Products
High-tech Products
Experiential Products
Favorable Country Image

A

Products Suitable for Standardized Advertising

24
Q

Assumption: cultural, economic, infrastructural, and political differences across countries

A

Adapted Advertising

25
Q

One of the most formidable barriers in global marketing. Translation errors include simple carelessness, multiple-meaning words and idioms.

A

Language Barriers

26
Q

Advertisers, local knowledge, perceptions and experiences to prepare ads for foreign countries with different cultures, beliefs, perceptions, etc.

A

SRC: Self-reference Criteria

27
Q

The ___________ must be an effective copywriter, understand the product its feature and its market, should be translating into their native tongue and live in the country where the ad will appear.

A

Translator

Fashion in International markets (6 decks)

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