Exam 1 Flashcards

(44 cards)

1
Q

-a process

“it takes time.” To become global or transform marketing into a global environment to have to integrate the market

A

Globalization

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2
Q

“a result of the process” bringing markets together. The more you get together the more you know about each other which increases acceptability

A

convergence

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3
Q

unifying cultures” cultures coming together

A

cross-cultural

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4
Q
economic 
financial 
market
political 
cultural
A

Types of globalization

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5
Q

o Combines “promotion” and “selling”

- They become interdependent as the marketer moves from market to market.

A

globalization of marketing

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6
Q

♣ Ex. A hedgehog know everything about one great thing a fox knows many things about many great things.
♣ Fox- when markets change they adapt
♣ Hedgehog- you know so much about the market to become the most efficient allowing you in turn to offer a product at the lowest possible price (very valued oriented, best product for the lowest price)

A

o Independent vs. non-independent economies (fox vs. hedgehog)

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7
Q

♣ Ex. L’Oreal has 4 different facial creams in china because there are 4 different climates that effect the skin in different ways.

A

o Multinational vs. global corporations

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8
Q

♣ Marketers must know what consumers need before the consumers know what they need
♣ “latent marketing” ex. Apple is creating products that we don’t even know about/ know we need

A

A new marketing concept

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9
Q

♣ customization is different areas have different needs so you have to modify the product for different locations

A

the global corporation vs. customization

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10
Q

♣ chemicals, steel, sugars, calculators, PC’s etc. (“sugar is sugar no matter where you go”)

A

products for homogeneous markets

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11
Q

♣ If you don’t have an attitude one will be formed, if you already have an attitude and it is adverse it will be changed.

A

cultural attitudes

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12
Q

♣ Acceptable behaviors

♣ Ex. Joining a frat it is expected that you will be hazed

A

cultual norms

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13
Q

“how people live”

♣ Holidays. Christmas is celebrated more by Americans than it is in Europe. Easter is celebrated more in Europe

A

cultural activités

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14
Q

o “I” reflects individualism
♣ Aristotle
♣ Does not wait for everyone to be on board
♣ Low context culture
♣ North western societies
o “we” reflects collectivism
♣ Plato
♣ “the whole is more important than the part”
♣ the interest of the group exceeds the interest of the individual
♣ south eastern hemisphere

A

I to we

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15
Q

♣ history and geography

♣ social institutions and the political economy

A

origins of culture

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16
Q

♣ Ex: Chinese people think china is the center of the universe which has effected their attitude on the way they think about china

A

cultures behaviors and attitudes

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17
Q

 Culture is not hereditary. It is learned in a formal(school) and informal (observing surroundings and others) way
 Learned through Family, education institutions, media, faith

A

culture is learned and shared

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18
Q

♣ the faster the culture evolves the greater the economic development
How culture affects management

A

cultures evolve

19
Q

♣ Its is a threat because it means you buy local

♣ Ex: when GM was about the go bankrupt people bought their cars so they didn’t go out of business

A

o Ethnocentrism

20
Q

♣ Affect consumption

♣ Ex: hummus is not allowed in Israeli during pass over

21
Q

o A great way to test your product in a foreign market
o Ex; if you’re shipping something to brazil and the packaging is purple you will have to change the color because in brazil purple is a sad color

A

export marketing

22
Q
o	Power distance 
♣	How people view hierarchy
o	Uncertainty avoidance 
♣	How people avoid risk 
o	Individualism vs. collectivism 
o	Masculinity vs femininity 
♣	Men are more aggressive and wealth oriented 
♣	Woman are relationship oriented
A
  • The Hofstede Model (4 cultural dimensions)
23
Q

♣ Agenda, want to know exactly what they’re doing

♣ Relationship, focus more on trust

A

agenda vs. relationship focused

24
Q

♣ Expressive; Americans

♣ Reserved; Japanese (very silent and observational. Respond through facial expressions)

A

expressive vs reserved communication

25
♣ Language and culture are inseparable (ex. Italians can not talk without moving their hands)
linguistic
26
♣ Physical distance that people prefer to keep from each other (brazil people like to get close to you, Americans like personal space)
concept of space
27
♣ Do not judge others on your own standards | ♣ Cultural differences in communication
self referencing
28
♣ Decision making varies in different cultures
consumer purchasing behavior
29
o Avoid cultural bias o Develop cultural sensitivity o Become acculturated
on cultural attitudes
30
♣ “a new Yorker going to Tennessee feels like they’re in another country” ♣ do you have the skill and understanding cultural communications?
culturally competent
31
♣ understand that other cultures are different ♣ beliefs values and customs (values determine attitudes) ♣ we buy products based on our attitudes
cultural awareness
32
♣enculturation- learning your own culture | ♣ acculturation- learning another culture
o enculturation vs. acculturation
33
* our worst enemy is our self | * you can never succeed or develop cultural empathy if you have a big ego
avoid egocintrism
34
• the greater the bias you have the more you need to get to know the culture. Getting to know a culture will eliminate bias
bias and cultural proximity
35
dividing the market into smaller markets
segmentation
36
``` o ethnic background o geographic o age o religion o sexual orientation o college market o cross classifications etc. ```
bases subcultural segmentation
37
o marketers should appeal to subcultural characteristics ♣ values, norms, customs o gaining upwards and mobility ♣ becoming viable and effective o used as “niche” markets ♣ niche markets are small markets that have well defined characteristics ♣ niche markets run out of steam fast o show unique preferences ♣ smaller the subcultural the more unique the subculture is ♣ ex. vegans o exposed to specialized media ♣ social media are used to reach certain groups
subcultural segmentation considerations
38
♣ means you are aware of the foreign culture and its impact ♣ ability to use perception, intuitions and reason to understand factual knowledge
cognitive knowledge
39
♣ lack knowledge of the foreign culture | SRC
self reference criterion
40
♣ marketing that is focused on the market on another culture
cultural strategy
41
♣ program that is similar to the local competition | ♣ ex. Windows has a tablet similar to the ipad, but with innovations to be different than Ipad
culturally congruent strategy
42
♣ McDonalds offers chicken in india, they don’t offer beef
culturally distinct strategy
43
Risky because it may create diverse attitudes towards the product
culturally disparate strategy
44
♣ Technology, communication and transportation ♣ Ex. Facebook you can talk to someone on another culture without even knowing where they are. ♣ Increases adaptation
intercultural convergence