Focus other first Flashcards
(19 cards)
What is Divergence? And example of it
Separate, Unseen, Tailored. Exp: Clothings & Cars brand
What is Ethnocentric domestic marketing?
A successful long lasting company, famous in domestic market. Exp: Kunafa Aiwah & Kelantan Fried Chicken
What does Regiocentric stands for? What is it suitable for?
Standard and suitable for specific group of countries (region). Makes things works for all. Exp: Airasia
What does it mean when a product is created with changes or made special for certain people or places, like McDonald’s?
That is called Divergence
What do we call it when a product is made the same for everyone and works well for many people, like Apple or Sony?
That is called Convergence
When a product is very successful and popular only in its home country, what type of marketing is it using?
Ethnocentric domestic marketing
What kind of marketing is used when companies adjust their products in each country by hiring local people and respecting local culture?
Polycentric
What is it called when a product is made to be used and liked by people all over the world, not just in one place?
Geocentric
When companies make one version of a product that fits several nearby countries, what kind of marketing is this?
Regiocentric
What do we call it when a product is made in one country but sold to people in another country, like from China to the US?
Ethnocentric export marketing
What’s the key difference between regiocentric and geocentric strategies in brand growth?
Regiocentric adapts by region, Geocentric goes global, selling using one standard for all
If a company wants to adjust its product for each country, is it using global or local marketing?
Polycentric and Geocentric
How does Apple use ethnocentric, polycentric, and geocentric strategies together?
It builds etjnocentric, adapt locally like polycentric and market globally like geocentric
How can convergence and polycentric strategies clash in global marketing?
Convergence wants standard and fairness. Polycentric needs local idea, the clash happens when it can’t satisfy the local
What does the term “global marketing” encompass beyond the act of selling a product internationally?
Planning, producing, placing, and promoting in global markets.
How have advancements in transportation technology contributed to the rise of global marketing over time?
Made shipping faster and more accessible
According to the marketing evolution chart, how does the marketing focus shift as a company progresses from domestic to global marketing?
From home needs to global integration.
What distinguishes multinational marketing from global marketing in terms of strategy and coordination?
Multinational = regional focus; global = integrated strategy.
Why is internet expansion important in allowing even small companies to engage in global marketing?
It lets them reach customers worldwide.
