Lecture slides and nots of strategic marketing in a global context

Question 1

What is coorporate strategy

Answer 1

The where of a business, what industry and market

Question 2

What is a business strategy

Answer 2

The how, what competative advantages may we lean on.

Question 3

How do you analyse the external corporate environment

Answer 3

through a pestel analyisi which is to analyse the political, environmental, social, economic and legal situation

Question 4

How do you analyse and industry to see if it is worth entering

Answer 4

Through porters five forces, the competition, power of suppliers and consunmers and threats of new entrants and substitutes

Question 5

Fufillment comes from helping others expecting nothing in return

Answer 5

Yes

Question 6

Trust comes from having things in common

Answer 6

True

Question 7

Signs like clothing and speach pattern helps us recognise people we consider being in our group

Answer 7

Yes but people have grown sceptic through years of advertisment

Question 8

Why do some consider it strange to ask customers about their values

Answer 8

because changing your ways to cater to others apears inauthentic which leads to scynicism and distrust. A better way in the short term at least is to broadcast your values and wait for people to come to you.

Question 9

Consumers can be marketed to based on generation

Answer 9

Yes, both by life stage and by the things they have in common for living in their time

Question 10

Modern people rarely trust anyone except themselves and their firends for purchasing information

Answer 10

True

Question 11

Social media influencers have historically shown a disregard for information ethicacy and marketing ethics

Answer 11

True, dont trust fake firends

Question 12

What is dropshipping

Answer 12

A company that imports goods from a forign factory and market the goods for a particular market (often as their own with a substantial markup)

Question 13

Explain the why, how, what pattern of communication

Answer 13

First you tell your resan datre (we belive in thinking differently), then you tell your progress (therefor we have inverted the layouts we make) and lastly what you do (we just happen to make good computers). The order is important it makes thinks more inspiering. People dont buy what you do they buy why you do it. What you do is to be the proof of what you belive

Question 14

Explain the law of diffusive innovation

Answer 14

2.5% of people are innovators and 13.5% are early adopters. Only they are exited for new technology. If you get them aboard then maybe you can get the 24% early amjority and 35% late majority on board.

Question 15

What are the driving forces behind the internet generation

Answer 15

Boosting their ego, branding their identity and bonding over shared interests

Question 16

Do you remember the frölunda coach guidelines for fostering a community

Answer 16

1.Dare to let go of control and be
generous and genuine
2. Do not interfere
3. Feel the tone
4. Find the ambassadors
5. Use role models
6. Be public, relevant, easy to
follow and reshape/recontruct

Question 17

Shallow integration is when firms only have an arms length connection with eachother

Answer 17

True

Question 18

Complex integration of firms ownership, colaboration and supply chains are not an example of deep integration

Answer 18

False

Question 19

FDI is when you buy foreign stocks and supplys

Answer 19

False

Question 20

FDI is when you buy more than 10% of a firm and gain controle of it

Answer 20

True

Question 21

Knowledge sharings main obsticle is the willingness to learn and share

Answer 21

True

Question 22

A Tnc controles transnational activities

Answer 22

That is the definition

Question 23

What is the attrition rate of a firm

Answer 23

The rate of which you loose employees

Question 24

Specialized clusters rely on urbanization factors while general clusters rely on localization economics

Answer 24

False, vice versa

Question 25

Social media marketing is hard and often not profitable

Answer 25

True

Question 26

Post modern consumers dont trust their firends and family

Answer 26

False

Question 27

Taboos are attractive on social media

Answer 27

True, people like to tlk about strong emotions online

Question 28

A good way for brand development is to look at customers as brand building employees

Answer 28

That is the tip

Question 29

Explain the concept of a first follower

Answer 29

People tend to immitate the followers not the leaders and the innovators, 15% is apparently the tipping point for an early majority to take activity.

Question 30

Commercial agents may use other firms IP like colors, sloguns and trademarks in marketing

Answer 30

False

Question 31

Non commercial agents may speak ill about other agencies

Answer 31

True, commercial agants may however not, at least not in advertising

Question 32

Commercial agants may use real peoples names in marketing without their consent

Answer 32

False

Question 33

What is the transaction test

Answer 33

If you would buy a product if you had all the relevant information.

Question 34

Name some unsavory marketing practicies

Answer 34

Duplicity (leaving out some truth), FOMO (fear of missing out) and using fear of exclusion

Question 35

Name some colors of whashing

Answer 35

Green - environment, red - fair labor, blue - human rights, white - race, pink - HBTQ. Washing means falsly portraying yourself as supporting. There is also apparently sport washing and green washing.

Question 36

Innovation is invention not commerciallization

Answer 36

False, invention + commercialization

Question 37

Dominant design theory displays an S curve of adoption

Answer 37

Yes

Question 38

Name some time space shringking thechnologies

Answer 38

Communication and transportation tech

Question 39

When was the internet invented

Answer 39

in 1970s but commercialized in 1990s

Question 40

Only 90% of the world population has direct internet access

Answer 40

False its 63% although that might be changing

Question 41

In africa, people use phones instead of PC's

Answer 41

That is a common practice

Question 42

There is an urban rural divide when it comes to internet access

Answer 42

true

Question 43

Textiles where among the first goods to be globalized

Answer 43

Yes, in the industrial revolution, although it could be said that amber and tin was also global way before textiles were

Question 44

Companies dont know their supply chains six firms away

Answer 44

True

Question 45

How did covid change the inventory culture

Answer 45

Firms realised that JIT (just in time) delivery is only possible if firms are verry close (in the same localle). Thus there has been a shift towards JIC just in case with greater inventories

Question 46

What 4 reasons do firms have to go abroad

Answer 46

For natural resources, for new markets, for increased efficiency and for strategic assets

Question 47

What makes firms pick particular places to expand to

Answer 47

The psycic distance, if the firm thinks they understand the place and that they have the ability to expand there

Question 48

In all conventional models competative advantage is build where

Answer 48

At home, firms find themselves in a home market although there are exceptions (borne globals and such) often high tech firms

Question 49

Retail firms benefit from a dederal subsidiary controle structure

Answer 49

True

Question 50

A global subsidiary controle structure works well for firms with high differentiation

Answer 50

Yes, if their identity is what sells it shall not waiver depending on the makrket