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International Markets > Week 3 & 4 > Flashcards

Week 3 & 4 Flashcards

1
Q

First launched in Hiroshima in 1984 as Unique Clothing Warehouse

A

Uniqlo

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2
Q

Unlike competitors that aim for a particular demographic, they don’t have a specific target customer

A

Uniqlo

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3
Q

Well designed basics. Most sizing will be for a North American fit, but there will also be some smaller sizing to reflect Toronto’s multicultural population

A

Uniqlo

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4
Q

“We believe clothing doesnt have to have individuality. Instead, the consumers selecting the clothes should have the individuality. The mix and match concept is the new way to enjoy clothing”

  • Tadashi Yanai, chief executive of Fast Retailing, Uniqlo’s parent company
A

Uniqlo

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5
Q

Combines the benefits of standardization (lower costs, better quality) with the benefit of adaptation (close to needs of consumers)

A

International Market Segmentation

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6
Q

International marketers have conventionally approached segmentation at the country level

A

International Market Segmentation

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7
Q

Each country is treated as a seperate market

A

International Market Segmentation

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8
Q

The application of market segmentation to be as relevant internationally as in domestic markets

A

International Market Segmentation

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9
Q

Each country represents a separate segment

A

International Market Segmentation:

Multi domestic strategy

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10
Q

A strategy integrated across national borders

A

International Market Segmentation:

Global or pan-regional strategy

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11
Q

Segmentation is a tool that groups people by their distinct needs to determine what types of consumers will be most receptive to a particular product or marketing message

A

Segmentation

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12
Q

Using segmentation strategies that try to constrain or anchor consumers to a single, consistent, stable way of behaving is likely to lead to marketing failure

A

Segmentation

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13
Q

Country should be considered as one single market

A

Homogenous Market

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14
Q

People may be more alike around the world than different

A

Homogenous Market

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15
Q

A) Observational bases (geographic and demographic): geographic locations, economic indicators, political characteristics, and demographics
B) Unobservable bases (psychographic): consumer values and lifestyle

A

Segmentation Bases:

General Bases

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16
Q

Product type and behavioural, brand/product penetration rates, attitudes, benefit

A

Segmentation Bases:

Domain-specific bases

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17
Q

Region, city or metro side density, climate, province, country

A

Segmentation variables:

Geographic

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18
Q

Age, cohort generation, gender, family size, life stage, education, income, occupation, nationality, ethnicity, tribal identity, family identity, religion, political party membership, nationality, social class

A

Segmentation variables:

Demographic

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19
Q

Lifestyle, passions, interests, hobbies, personality, sociability, social class, values

A

Segmentation variables:

Psychographic

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20
Q

Product usage rate, brand loyalty, product benefits sought, usage occasion characteristics, user status, buyer’s readiness to purchase, buy attitudes

A

Segmentation variables:

Behavioural

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21
Q

Efficiency

A

McDonaldization (George Ritzer)

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22
Q

Calculability

A

McDonaldization (George Ritzer)

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23
Q

Predicability

A

McDonaldization (George Ritzer)

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24
Q

Non Human Technology/ Control

A

McDonaldization (George Ritzer)

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25
Q

Theme: more areas of economic life are becoming themed. Ex themed restaurants, shoppings malls, and hotels

A

Disneyization (Alan Bryman)

26
Q

Differentiation of consumption: difficult to distinguish the forms of consumption

A

Disneyization (Alan Bryman)

27
Q

Merchandising: the proliferation of merchandises and licensing products

A

Disneyization (Alan Bryman)

28
Q

Emotional Labour: the act of expressing socially desired emotions during service transaction

A

Disneyization (Alan Bryman)

29
Q

Reflexive theming

A

Methods of Theming

30
Q

Ethnic theming

A

Methods of Theming

31
Q

Family theming

A

Methods of Theming

32
Q

Turning positive perception into positive experience

Ex McDonalds opening branded Golden Arch Hotel

A

Perception to Experience

33
Q

dochakuka= global localization

A

Glocalization (Richard Tiplady)

34
Q

Think global and act local

A

Glocalization (Richard Tiplady)

35
Q

The way in which ideas and structures circulate globally are adapted and changed by local realities

A

Glocalization (Richard Tiplady)

36
Q

Synonym for mixing or hybridity

A

Creolization (Hannerz)

37
Q

Different cultural meanings are fused to create new forms

A

Creolization (Hannerz)

38
Q

A process whereby cultural forms move through time and space where they interact with other cultural forms and settings, influence each other, produce new forms, and change the cultural settings

A

Hybridization (Lull)

39
Q

May overlook the differences that exist between consumers

A

Geographic Segments (Steenkamp and Hofsted)

40
Q

The values that a person expresses with reference to a number of basic dimensions

A

3 Meanings of Lifestyle

41
Q

A group of cluster of attitudes, opinions, interests, and activities

A

3 Meanings of Lifestyle

42
Q

Actual patterns of behaviour, eg lifestyles characterized by an active leisure time involving sports

A

3 Meanings of Lifestyle

43
Q

LOV

A

List of Values

44
Q

AIO

A

Activities, interests, and opinions

45
Q

VAL

A

Values and Lifestyles

46
Q

They are more aware of their purchasing power and are likely to spend their cash as quickly as they acquire it

A

Generation y

47
Q

They are susceptible to boredom, short attention spans and mistrust of the media

A

Generation y

48
Q

They are early adopters of new technologies and are extensive internet users

A

Generation y

49
Q

Fickle and contradictory

A

Generation y

50
Q

They are socially, environmentally, and brand conscious

A

Generation y

51
Q

They are willing to pay more on brands that represent quality

A

Generation y

52
Q

Pre 1946

A

Traditionalists

53
Q

1946-1964

A

Baby Boomers

54
Q

1964-1977

A

Generation X

55
Q

1977-2000

A

Generation Y/Echo Boomers/Millennial

56
Q

Post 2000

A

Generation Z

57
Q

Sees themself younger than their actual age and avoids negative stereotypes that are commonly associated with the elderly

A

Boomers

58
Q

Boomers are committed to their beliefs and brands

A

Boomers

59
Q

They love to participate in social networks and are in the technology loop

A

Boomers

60
Q

They are less brand-loyal than other consumer groups

A

Millennials

61
Q

They have been slower to marry and move out on their own

A

Millennials

62
Q

Different attitudes to ownership that have helped spawn what’s being called a “sharing economy

A

Millennials

International Markets (4 decks)

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