S8: Managing the international marketing mix (2) Flashcards
How has the media landscape changed with the emergence of new forms like livestreaming?
The media landscape has evolved with new forms, such as livestreaming, which has become a significant and dynamic channel for communication.
What role does culture play in advertising, and how is it related to semiotics?
Culture influences the meaning of symbols and signs used in advertising, a field known as semiotics.
Explain the factors involved in choosing distributors for international markets.
Considerations include financial and company strengths, product factors, marketing skills, commitment, and facilitating factors.
In practice, why might companies not have much channel power to select distributors?
Companies may lack sufficient power to choose distributors due to various market dynamics and limitations.
How is the growth of e-commerce complicating distribution strategies?
E-commerce growth is complicating strategies as retailers form alliances, digital players show interest in physical stores, and local e-commerce leaders become targets for international expansion.
Provide examples of local alliances between e-commerce and brick-and-mortar retailers.
Examples include Amazon and Morrisons in the UK, Carrefour and Tencent in China.
What are the key points about the state of play in digitalization according to the lesson?
The digital revolution is ongoing, third-party marketplaces and e-commerce accelerate internationalization, and there’s no one-size-fits-all approach.
How does internationalizing through e-commerce relate to control and investment considerations?
Internationalizing through e-commerce can imply a loss of control with third-party marketplaces or require significant investments through e-commerce acquisitions.
What challenges and opportunities does the digitalization of the marketplace present?
Challenges include loss of control and potential investments, while opportunities include accelerated internationalization.
Define the Country-of-Origin Effect (COO) and its impact on consumer perceptions.
COO refers to the influence that the country of manufacture, assembly, or design has on a consumer’s perception of a product, either positively or negatively.
Provide a case example related to the Country-of-Origin Effect mentioned in the lesson.
The case of Xiaomi, a Chinese tech company, could be explored to understand how the country of origin affects consumer perceptions.
