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ROMA > MKT 330- Final Exam > Flashcards

MKT 330- Final Exam Flashcards

1
Q

6 Drivers of globalization

A
  • Market access
  • Market opportunities
  • Industry standards
  • Sourcing
  • Products and services
  • Technology
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2
Q

8 Benefits of global sourcing

A
  • Cheaper labor
  • Better quality
  • Better technology
  • Local access
  • Economies of scale (High quantity of goods with low cost per unit)
  • Lower taxes
  • Lower logistics costs
  • Consistent supply
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3
Q

Produce one product in home country, sell abroad

A

Ethnocentric

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4
Q

Produce a differentiated product in each country operating in

A

Polycentric

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5
Q

Produce a differentiated product in each region operating in

A

Regiocentric

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6
Q

Produce one product in many different countries and sell everywhere

A

Geocentric

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7
Q

2 Competitive pressures in the global marketplace

A
  1. Pressures for cost reductions: force the firm to lower unit costs
  2. Pressures to be locally responsive: require the firm to adapt its product to meet local demands
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8
Q

Pressures for cost reductions are greatest with… (4)

A
  1. Homogenized demand
  2. Globally active and low-cost competitors
  3. Powerful consumers with low switching costs
  4. Persistent excess capacity
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9
Q

Pressures for local responsiveness arise from… (5)

A
  1. Differences in customer tastes and preferences
  2. Differences in traditional practices and infrastructure
  3. Value of personalized customer service
  4. Differences in distribution channels
  5. Host government demands
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10
Q

4 strategies for cost and responsiveness

A
  1. global
  2. multi-domestic
  3. regional
  4. transnational
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11
Q

Global:

_____ ____ and profit growth by reaping the cost reductions from ___, ___, and ____

___ pressure to lower cost; ___ pressure for local responsiveness

A

Increase profitability; economies of scale, learning effects, and location economies.

high; low

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12
Q

Multi-domestic:

Increase profitability by _____ so that they match the________ in different national markets

___ pressure for local responsiveness; ___ pressure to lower cost

A

customizing goods or services; tastes and preferences

High; low

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13
Q

The difference between what you pay and what you would pay: higher cost, higher price, higher …

A

Net customer value

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14
Q

Regional:

___ are formulated for ___

___ pressure to reduce cost; ___ pressure to be locally responsive

A

Different strategies; each region;

low; low

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15
Q

Transnational:

Achieve low costs through _____, _____, & _____, and differentiate products across ____ ___ to account for local differences

___ pressure to reduce cost; ___ pressure to be locally responsive

A

location economies, economies of scale, and learning effects; geographic markets

high; high

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16
Q

Criteria for selecting a market entry strategy

A
  • Size and financial resources of the company
  • Existing foreign market involvement
  • Nature and power of the competition
  • nature of trade barriers & the product itself
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17
Q

4 market entry methods

A
  1. direct investment
  2. co-operative
  3. contractual exporting
  4. exporting
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18
Q

Company acquisition, wholly owned subsidiary, assembly operations

A

direct investment
(market entry methods)

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19
Q

Joint venture, strategic alliance

A

co-operative
(market entry methods)

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20
Q

Management contracts, sub-contracting, licensing, franchising

A

contractual exporting
(market entry methods)

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21
Q

Indirect Exporting

A

Foreign organization purchases the product for export to another country; smaller companies sell goods through larger trading companies

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22
Q

positive and negative of indirect exporting

A

Positive: Gives access to and limited knowledge of the international market

Negative: Little control over market entered

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23
Q

Direct Exporting

A

Exporting goods to foreign market

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24
Q

direct exporting positive & negatives

A

Positive: requires fewer resources, has little effect on existing operations, involved low investment and risk, organizations learn more from their buyers on what to produce, Most popular form of market entry

Negative: May be lower-cost alternative local manufacturers, high transport costs, tariffs and other trade barriers

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25
Q

Contractual exporting

Franchising

A

A type of business where a trademark is licensed, the system for operating the business, or the appearance of the location

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26
Q

franchising positive and negatives

A

Positive: Low risk, low cost, no trade barriers, no local costs

Negative: little control over franchisee

27
Q

Contractual exporting:

Licensing

A

No direct investment where a part of the company is licensed for manufacturing overseas

28
Q

Direct Investment: Greenfield Strategy

(better when firms needs to transfer organizationally embedded skills, routines, and culture)

A

Build a subsidiary from the ground up

29
Q

Direct Investment:

Acquisition

A

Buy a subsidiary; buy their customers, management, and brand value

30
Q

Co-operative strategies:

Joint Venture

A

Establish another business by joining with another company

31
Q

Joint Venture Positive and Negatives

A

Positive: Countries may restrict foreign ownership, increases speed of entry, global R+D, costs & risks are shared

Negative: Differences in aims and objectives, one-sided, sharing profits

32
Q

Co-operative strategies:

Strategic Alliance

A

Competitors join together

33
Q

Strategic Alliance positive and negatives

A

Positive: Spreads costs, increase innovation, shared risk, government cooperation, market access

Negative: Differences in objectives & strategies, culture clash, commitment levels

34
Q

Activities that provide some combination of time, location, form, or psychological value

A

Services

35
Q

4 characteristics of services

A
  • intangibility
  • perishability
  • heterogeneity
  • inseparability
36
Q

Services include both tangible and intangible elements

A

Intangibility

37
Q

Services cannot be stored

A

Perishability

38
Q

Services are rarely the same because they often involve interactions between different people with different expectations

A

Heterogeneity

39
Q

The service is produced and the experience consumed simultaneously

A

Inseparability

40
Q

3 additional p’s for services

A

People - Customers and staff

Process - The designed delivery process to provide a total customer experience

Physical aspects - Product displays, layout of store, logos, etc.

41
Q
  • Purpose
  • Properties; quality
  • Benefits; performance
  • Positioning
  • Consumer segment
  • Fit in total market
  • Delivery
A

7 Components of an international product offer

42
Q

Factors affecting international product and service management

A

Towards standardization

43
Q

Markets are becoming more homogenous, more identifiable international consumer segments; increase in number of firms moving towards globalization

A

Towards standardization

44
Q

2 Reasons for standardization of the product

A

Cost - Firms can realize economies of scale and lower production costs

Complexity - Reduces management complexity

45
Q

5 reasons for adaption of the product

A
  1. cultural factors
  2. usage factors
  3. legal standards
  4. product liability
  5. economic disparity
46
Q

Difficult to standardize due to differences embedded in the history, religion, and culture of country

(reasons for adaption of the product)

A

Cultural factors

47
Q

The same product may be used in different ways in different markets due to cultural, geographical factors such as climate and terrain

(reasons for adaption of the product)

A

Usage factors

48
Q

Demands greater caution when introduction standard products based on the home country specification

(reasons for adaption of the product)

A

Product liability

49
Q

Poorer economies may not be able to afford or use standard western products

(reasons for adaption of the product)

A

Economic disparity

50
Q

Attribute brands

A

build confidence among customers (in situations where it is difficult for them to evaluate the difference between competitive products) based on your brands quality, specification, and performance

51
Q

Aspirational brands

A

Create images in the minds of customers about the type of people who purchase the brand; convey the standards of values that the brand is associated with

Ex. Apple

52
Q

Experience brands

A

Focus on a shared philosophy between the customer and brand and on a shared associations and emotions

Ex. Starbucks

53
Q

Identification - reduces search costs
Quality assurance - reduces perceived risk
Prestige - increases psychological benefits

A

buyer

54
Q

Identification - repeat purchases, promotions, loyalty

Differentiation - Premium pricing / higher sales

Coherent message - Segmentation, positioning

A

seller

55
Q

Value proposition

A

A set of benefits that satisfy customer needs

56
Q

Links between informational nodes and brand node in consumer’s memory; the strength, favorability, and uniqueness of brand associations are important in building brand equity

A

Brand associations

57
Q

Country-of-origin effects

A

Influences that the country of manufacture, assembly, or design has on a consumer’s positive or negative perception of a product

58
Q

Organizing your marketing into sub-groups:

Geographical
Demographic
Psychographic
Behavioral

A

Segmentation

59
Q

Determining which segments to pursue or avoid determining emphasis to give to each segment

A

Targeting

60
Q

Designing your offering so that it occupies a distinctive place in the minds of the segment’s customers relative to important needs and wants of these customers

A

Positioning

61
Q

Positioning statement

A

For (target segment), the (concept) is (most important claim) because (single most important support)

62
Q

6 Marketing Communication methods

A
  1. Advertising: Social media, paid, display, native
  2. Personal selling: Used to gain the first consumers
  3. Trade Shows: Exhibitions and trade fairs
  4. Sales promotions: Stimulates consumer purchases and improves retailer effectiveness
  5. Public relations: Creating a good relationship with the press
  6. Relationship management: Overall process of building and maintaining profitable customer relationships
63
Q
  1. Offline advertising
  2. TV and radio
  3. Product placement
  4. Print
  5. Outdoor
  6. Direct mail
A

6 Communication tools

64
Q

Standardize with internationally well-known principles and adapt when there are high cultural differences between markets

A

International marketing communications strategy

ROMA (9 decks)

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