International Marketing

Question 1

what is the difference between international and global marketing?

Answer 1

global marketing is a standardization strategy

international marketing is an adaptation strategy

Question 2

what is theodore levitt’s case for localized marketing?

Answer 2

theodore levitt claims that since markets are becoming increasingly similar it is unnecessary to localize

Question 3

ethnocentrism, polycentrism, geocentrism

Answer 3

1. ethnocentrism: domestic practices are preferred and seen as superior
2. polycentrism: local conditions are so different that each subsidiary should develop its own business and marketing strategies
3. geocentrism: global approach combining both home and foreign best practices

Question 4

what is market segmentation? what are the criteria for segmentation?

Answer 4

the identification of distint groups of consumers with different purchasing behaviours. Note that there is the existence of segments that transcend national borders.

criteria for segmentation:
1. geography

2. demography
3. behaviour

Question 5

what are the advantages of a global branding strategy?

Answer 5

1. economies of scale
2. lower marketing costs
3. use the same brand and logo all over the world (maintaining the same image)

Question 6

What are the 8 strategies of country of origin? Which are legally regulated and which are unregulated?

Answer 6

Legally regulated COO strategies:
1. made in x
2. quality and origin labels

Unregulated COO strategies:
3. COO in company name (qatar airways)
4. COO words in company name (novo nordisk)
5. COO language use (intimissimi)
6. Use of famous characters from COO
7. Use of COO flags or symbols (toblerone looks like mountains)
8. Use of COO buildings or landscapes