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Flashcards in Chapter 2 & 3 Deck (13)
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1

Glocalization

Global localization

2

Considerations in approaching a foreign market:

- Is the geographic area homogenous or heterogeneous with respect to culture?
- What needs can this product or a version of it can fill in this culture?
- Can enough of the people needing the product afford the product?
- What values or patterns of values are relevant to the purchase and use of the product?
- What are distribution, political, and legal structures for the product?
- In what ways can we communicate about the product?

3

Cause-related marketing

marketing that ties a company and its product to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause

4

Product issues

product modification is important

5

Gender

whether a person is biologically male or female

6

Gender identity

traits of femininity (tenderness, compassion) and masculinity (dominance, aggressiveness)

7

Gender roles

the behaviors considered appropriate for males and females in a given society

8

Ascribed role

attribute over which the individual has no or little control

9

Traditional gender roles

marriage in which husband takes responsibility for providing for the family and wife runs house/takes care of children

10

Trapped housewife

marriage in which husband and wife share responsibilities

11

Traditional housewife

generally married, prefers to stay at home

12

Trapped working women

married or single, would prefer to stay at home but works because of economic necessity

13

Career working woman

married or single, prefers to work, derives satisfaction from employment