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marketing > Chp 17: global marketing > Flashcards

Chp 17: global marketing Flashcards

1
Q

LO1: define globalization

A

refers to the increased flow of goods, services, people, tech, capital, info and ideas around the world. Has economic, political, social, cultural, and environmental impacts

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2
Q

LO1: 2 points to global markets assessment

A

1) Analysis of 4 factors offers marketers a more complete picture of a country’s potential as a market for products and services
2) Consider the factors together and often firms make trade offs between these factors

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3
Q

LO1: 4 components of global markets assessment

A

1) political environment
2) economic environment
3) sociocultural analysis
4) tech and infrastructure

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4
Q

LO1: 2 points to political environment

A

1) Policies that restrict trade and global marketing are protectionist policies. Policies that encourage global trade and marketing are trade liberalization policies.
2) Need to weigh likelihood of these things taking place over period of time - political risk analysis

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5
Q

LO1: 6 things in political environment

A

1) tariff (duty)
2) quota
3) boycott
4) exchange control
5) trade agreement
6) trade sanctions

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6
Q

LO1: define tariff(duty)

A

tax levied on a good imported into a country

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7
Q

LO1: define dumping

A

selling a good in a foreign market at a price lower than its domestic price or below its cost

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8
Q

LO1: 1 point to tariff (duty)

A

Intended to make imported goods more expensive and less competitive with domestic products or to penalize a country for unfair trade practices (like dumping)

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9
Q

LO1: define quota

A

designates maximum quantity of product that may be brought into a country during specific time period

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10
Q

LO1: 1 point to quota

A

Reduce availability of imported goods to benefit domestic goods

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11
Q

LO1: define boycott

A

group’s refusal to deal commercially with some org to protest against its policies

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12
Q

LO1: 1 point to boycott

A

May be imposed by government or non governmental org like human rights groups

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13
Q

LO1: define exchange control

A

refers to regulation of country’s currency exchange rate

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14
Q

LO1: define exchange rate

A

measure of how much one currency is worth in relation to another

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15
Q

LO1: 1 point to exchange control

A

When currency is low, cost of doing business in another country is high but that other country can get cheap goods

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16
Q

LO1: define trade agreement

A

intergovernmental agreement designed to manage and promote trade activities for specific regions

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17
Q

LO1: define trading bloc

A

consists of those countries that have signed a particular trade agreement

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18
Q

LO1: define trade sanctions

A

penalties or restrictions imposed on one country over another country for importing and exporting goods, services and investments

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19
Q

LO1: 1 point to trade sanctions

A

An embargo is a form of trade sanction that prohibits trading with certain country or trading in specific goods (like oil embargo) by other signatory countries

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20
Q

LO1: 3 parts of economic environment

A

1) general economic environment
2) market size and population growth rate
3) real income

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21
Q

LO1:1 point to general economic environment

A

Healthy economies provide better opportunities

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22
Q

LO1: economic: 5 measures of health

A

1) trade deficit
2) trade surplus
3) gross domestic product
4) purchasing power parity
5) human development index

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23
Q

LO1: define trade deficit

A

results when country imports more than it exports

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24
Q

LO1: define trade surplus

A

results when country exports more goods than it imports

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25
Q

LO1: 1 point to trade surplus

A

Want to manufacture in these countries to export more products

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26
Q

LO1: define GDP

A

market value of goods/services produced by country in a year, standardized measure of output

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27
Q

LO1: 1 point to GDP

A

Country is expanding - greater opportunities

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28
Q

LO1: define purchasing power parity

A

theory that if exchange rates of 2 countries are in equilibrium, a product purchase in one will cost the same in the other, expressed in the same currency

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29
Q

LO1: 1 point to purchasing power parity

A

Country with low PPP means exporting to country is expensive and that country exporting to other countries is cheap so they have trade advantage

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30
Q

LO1: define human development index

A

composite measure of 3 indicators of quality of life in different countries: life expectancy at birth, educational attainment, whether avg incomes are sufficient to meet basic needs of life

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31
Q

LO1: 2 points to market size and population growth rate

A

1) BRIC countries likely source for most market growth

2) Stagnated growth not very attractive market opportunities

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32
Q

LO1: 3 points to real income

A

1) Use simplified product to set price low for impoverished populations
2) Make pricing adjustments for different wealths

33
Q

LO1: explain sociocultural analysis

A

1) Culture exists on visible artifacts and underlying values. Need to adjust marketing strategies to both.
2) 5 dimensions cultures differ

34
Q

LO1: list 5 dimensions culture differs

A

1) power distance
2) uncertainty avoidance
3) individualism
4) masculinity
5) time orientation

35
Q

LO1: explain power distance

A

willingness to accept social inequality as natural

36
Q

LO1: explain uncertainty avoidance

A

extent to which society relies on orderliness, consistency, structure, formalized procedures to address situations arise in daily life

37
Q

LO1: explain individualism

A

perceived obligation to and dependence on groups

38
Q

LO1: explain masculinity

A

extent to which dominant values are male oriented

39
Q

LO1: explain time orientation

A

extent to which society allows for gratification of fun and enjoyment needs or else suppresses and regulates such pursuits

40
Q

LO1: define infrastructure

A

basic facilities, services, installations needed for a community or society to function, examples listed

41
Q

LO1: explain tech

A

Technical sophistication of workforce means higher product design, development, marketing activities can be decentralized to foreign country

42
Q

LO1: 4 parts of infrastructure (and tech)

A

1) transportation
2) distribution channels
3) commercialization
4) commerce

43
Q

LO1: explain transportation

A

must be system to transport goods to consumers and markets

44
Q

LO1: explain distribution channels

A

must exist to deliver goods in timely manner and at reasonable cost

45
Q

LO1: explain commercialization

A

media access especially must be sufficient to allow consumers to find info about products available in marketplace

46
Q

LO1: explain commerce

A

legal, banking, regulatory systems to allow a market to function

47
Q

LO2: explain marketing opportunities in BRIC

A

Changes in tech, specifically communications, driving force for growth, more connectedness

48
Q

LO2: what are BRIC countries

A

1) Brazil
2) Russia
3) India
4) China

49
Q

LO3: explain global market entry strategies

A

Low risk and low control to high risk and high control: exporting -> franchising -> strategic alliance -> joint venture -> direct investment

50
Q

LO3: define exporting

A

producing goods in one country and selling them in another

51
Q

LO3: 1 point to exporting

A

Least financial risk but limited return to exporting firm. Difficult to achieve economies of scale when you need to ship things internationally.

52
Q

LO3: 2 forms of exporting

A

indirect or direct

53
Q

LO3: explain indirect exporting

A

Indirect is when exporting firms sells goods in host country through intermediary. Used when company has limited contacts in foreign country.

54
Q

LO3: explain direct exporting

A

Direct: exporting company sells products in host country without intermediaries. More risk than indirect but greater returns.

55
Q

LO3: 3 points to franchising

A

1) Franchisee operates business using name and format developed and supported by franchisor
2) Low risk and less investment than opening units wholly owned by firm
3) firms have limited control over market operations in foreign country and potential profit reduced because it must be split with franchisee

56
Q

LO3: define strategic alliance

A

collaborative relationship between independent firms, though partnering firms do not create equity relationship (do not invest in one another)

57
Q

LO3: 1 point to strategic alliance

A

Help members in individual brand building efforts by creating value through membership (Create value for consumer by offering rewards for membership firm purchases)

58
Q

LO3: define joint venture

A

formed when firm entering new market pools its resources with those of a local firm to form a new company in which ownership, control and profits are shared

59
Q

LO3: 2 points to joint venture

A

1) Local partner offers foreign entrant greater understanding of market and access to resources like vendors and real estate
2) Problems can arise if partners disagree, objectives/responsibilities not defined from outset

60
Q

LO3: 2 variants of joint venture

A

contract manufacturing and management contracting

61
Q

LO3: explain contract manufacturing

A

foreign firm contracts with local firm in host market to manufacture product

62
Q

LO3: explain management contracting

A

domestic firm provides management consulting and advice to foreign firm

63
Q

LO3: define direct investment

A

firm maintains 100% ownership of plants, operating facilities, offices in foreign country, often through formation of wholly owned subsidiaries

64
Q

LO3: 2 points to direct investment

A

1) Highest level of investment, significant risks including loss of its operating or initial investments
2) None of the profits need to be shared with other firms and offers firm complete control of operations in foreign country

65
Q

LO4: 2 components of global marketing strategy

A

Global marketing strategy has 2 components: determining target market and developing marketing mix that will sustain competitive advantage over time

66
Q

LO4: explain choosing target market for global marketing

A

1) segmentation, targeting, positioning
2) Need to understand cultural nuances of different countries, subcultures, and products and role as consumers in different countries
3) Positioning may need to be different

67
Q

LO4: 4 global marketing mix

A

1) product
2) pricing
3) distribution
4) communication

68
Q

LO4: 3 product global strategies

A

1) sell same product or service in both home and host country
2) sell product/service similar to that sold in home country with minor adaptions
3) sell new product/service

69
Q

LO4: 2 points to global product strategies

A

1) Depends on needs, wants of target market

2) glocalization

70
Q

LO4: define glocalization

A

when firms offer standardizes product globally and change promotional campaigns geared to global markets

71
Q

LO4: 2 points to global pricing strategies

A

1) Laws may dictate the number of promotional sales, don’t want it to threaten competitive positioning (like walmart as lowest cost provider in market)
2) Changes prices to reflect market and competitive landscape (like mid priced vehicle needs to be adjusted)

72
Q

LO4: 2 points to global distribution strategies

A

1) Adding intermediaries increases cost and final purchase price for consumer
2) May need to reach small geographically dispersed retail stores as consumers don’t drive and only walk, but this may be too costly to have so many intermediaries

73
Q

LO4: 2 points to communication strategies

A

1) Identify elements that will be effective in market

2) Like language, advertising guidelines, media availability (may only be state controlled)

74
Q

LO5: 3 ethical concerns with global marketing

A

1) environmental
2) global labour issues
3) impact on host country culture

75
Q

LO5: define environmental concerns

A

includes excessive use of natural resources and energy, refuse from manufacturing process, excess trash from consumer goods packages, hard to dispose of items like tires, electronics

76
Q

LO5: define global labour issues

A

concerns about working conditions and wages paid to factory workers in developing countries

77
Q

LO5: define cultural imperialism

A

belief that one’s own culture is superior to that of other nations, can take the form of active formal policy or subtle general attitude

78
Q

LO5: 2 point to impact on host country culture

A

1) cultural imperialism

2) Ensure business practices, products do not create offence/conflict in host country

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