International Marketing Flashcards
(30 cards)
What is Kaizen, and why is it important in Japan?
It means “continuous improvement” and reflects the Japanese culture of process orientation and quality.
What does Unilever’s approach in India highlight?
The importance of building vast distribution networks to reach dispersed populations.
Give examples of promotion/communication adaptation.
Messaging, graphics, humor, channels used, cultural references.
What are examples of brand adaptation in international markets?
Heinz using Thai script, Nestlé’s local KitKat flavors in Japan.
What are some distribution challenges in international markets?
Lack of organized retail, reliance on small stores, logistical issues.
What is an example of cultural impact on branding?
Puffs tissue brand in Germany (where “puff” means brothel).
Why are consumers today harder to retain?
They are better informed, more demanding, and have higher expectations.
What factors influence international pricing?
Costs, tariffs, competition, purchasing power, distribution, product positioning.
What does “Adaptation” in international marketing mean?
Adjusting the marketing mix elements to better suit local market needs.
What is the 4 C’s Marketing Model?
Consumer, Cost, Convenience, Communication
What are examples of international marketing blunders?
Mist Stick” in Germany (mist = manure), “Got Milk?” translated to “Are You Lactating?” in Spanish.
What are the 7 P’s of Marketing?
Product, Price, Place, Promotion, People, Process, Physical Evidence
What does adapting a website for international markets involve?
Language translation, culturally relevant visuals, localized content.
What are key challenges of marketing in a single market today?
Product and brand proliferation, shorter product life cycles, fragmented media, informed and demanding consumers.
What pricing strategy does Apple typically use globally?
Almost complete standardization, including pricing
What does the Disney localization example teach?
Even movies require cultural adaptation in titles, visuals, and story elements.
What is the purpose of a PESTEL analysis in marketing?
To understand Political, Economic, Social, Technological, Environmental, and Legal factors in a market.
Give examples of product adaptation
Size, shape, color, taste, packaging, brand name, functionality.
What are the 4 P’s of Marketing?
Product, Price, Place, Promotion
What issue do marketers face due to short attention spans?
Difficulty capturing and retaining consumer attention (often referenced using the “goldfish” attention span).
What is the main dilemma in International Marketing?
Standardization vs. Adaptation
Why can’t most products be marketed the same globally?
Due to cultural, legal, economic, and behavioral differences across markets.
What makes international markets complex for marketers?
Differences in culture, legal systems, infrastructure, consumer behavior, and media usage.
What was the issue with McDonald’s global slogan in Brazil?
It wasn’t a literal translation, but the adapted version was more effective locally.
