21039981
Descripción
Test por Cindy Nguyen, actualizado hace más de 1 año
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Creado por Cindy Nguyen
hace casi 5 años
|
|
Pregunta 1
Pregunta
Marketing is creating, communicating, delivering, and exchanging offerings that have [blank_start]value[blank_end] for customers.
Respuesta
-
value
Pregunta 2
Pregunta
For U.S. companies, [blank_start]75[blank_end]% of total world market for goods and services is [blank_start]outside[blank_end] the country.
Coca-Cola earns [blank_start]2/3[blank_end] of profit [blank_start]outside[blank_end] of North America
For Japanese companies, [blank_start]90[blank_end]% of world market is [blank_start]outside[blank_end] the country.
For Germany companies, [blank_start]94[blank_end]% of market potential is [blank_start]outside[blank_end] of the country.
Respuesta
-
75
-
2/3
-
90
-
94
-
outside
-
outside
-
outside
-
outside
Pregunta 3
Pregunta
More industries are going global, pro sports are globally marketed and major league sports are finding new fans abroad.
Respuesta
- True
- False
Pregunta 4
Pregunta
Global marketing is:
1. Marketing products and services [blank_start]outside[blank_end] the home market.
2. Coordinating marketing in [blank_start]multiple[blank_end] markets in the face of global competition to reach [blank_start]consistency[blank_end] of brand image.
Marketing strategies need [blank_start]global[blank_end] outlook and [blank_start]local[blank_end] adjustments.
Respuesta
-
outside
-
multiple
-
consistency
-
global
-
local
Pregunta 5
Pregunta
Why marketing goes global?
-[blank_start]Saturation[blank_end] of domestic markets
-[blank_start]Emerging[blank_end] markets
-[blank_start]International[blank_end] Competition and Cooperation
-Technology
Respuesta
-
Saturation
-
Emerging
-
International
Pregunta 6
Pregunta
What to expect?
Unfamiliar problems and uncertainty in the foreign market.
Countries vary in:
-Political [blank_start]stability[blank_end]
-[blank_start]Competitive[blank_end] forces
-Level of [blank_start]technology[blank_end]
-Geography
-Culture
-[blank_start]Economic[blank_end] climate
-Structure of distribution
-Infrastructure
Respuesta
-
stability
-
Competitive
-
technology
-
Economic
Pregunta 7
Pregunta
Tasks of Global Marketing:
1. Recognize [blank_start]advantages[blank_end] and constraints of the foreign environment.
2. Compete and [blank_start]collaborate[blank_end] with global competitors.
3. [blank_start]Coordinate[blank_end] marketing activities across countries.
4. Conduct thorough market [blank_start]research[blank_end] to identify consumer needs in different markets and determine whether those needs are different from those of the [blank_start]domestic[blank_end] customers.
5. If needs differ across countries and regions, consider how to [blank_start]adapt[blank_end] marketing strategies to best satisfy customers.
Respuesta
-
advantages
-
collaborate
-
Coordinate
-
research
-
domestic
-
adapt
Pregunta 8
Pregunta
Trends in Global Marketing:
1. The [blank_start]emerging[blank_end] economies provide both opportunities and competition.
2. Continued growth and strength of the [blank_start]service[blank_end] sector.
3. Tremendous growth opportunities in foreign [blank_start]franchising[blank_end].
4. The global business environment continues to change as communication becomes [blank_start]cheaper[blank_end], product development cycles [blank_start]shorten[blank_end], and competitors become more [blank_start]numerous[blank_end].
5. Increasing economic [blank_start]integration[blank_end] and cooperation between countries include opportunity and risk.
Respuesta
-
emerging
-
service
-
franchising
-
cheaper
-
shorten
-
numerous
-
integration
Pregunta 9
Pregunta
[blank_start]Domestic[blank_end] environment also influences global marketing strategy.
Political and legal forces: political decision involving foreign policy can have a [blank_start]direct[blank_end] effect on a firm's international marketing success.
Economic climate and competition: if internal economic conditions [blank_start]deteriorate[blank_end], restrictions against foreign investment and purchasing may be imposed to strengthen the domestic economy.
Respuesta
-
Domestic
-
direct
-
deteriorate
Pregunta 10
Pregunta
Success in global marketing:
- A thorough understanding of [blank_start]foreign[blank_end] marketing environments, people, and cultures, and their influences on the total marketing process
- Ability to assess and adjust properly to the impact of a strange [blank_start]environment[blank_end]
- Knowledge of world market potential, and global economic, social, and political [blank_start]trends[blank_end]
- Respect cultural [blank_start]differences[blank_end]
- Don't be ethnocentric.
Respuesta
-
foreign
-
environment
-
trends
-
differences
Pregunta 11
Pregunta
Marketing research provides the information to:
- determining the firm's mission, scope, and long-range [blank_start]objectives[blank_end]
- monitor [blank_start]environmental[blank_end] changes and their effects
- understand consumers and competitors
Respuesta
-
objectives
-
environmental
Pregunta 12
Pregunta
Most of failures in global marketing stem from inadequate marketing research.
Respuesta
- True
- False
Pregunta 13
Pregunta
Challenges of global marketing research:
1. [blank_start]Complexity[blank_end] of research design due to environmental differences.
2. Lack or inaccuracy of [blank_start]secondary[blank_end] data
3. Time and cost requirements to collect primary data due to higher level of [blank_start]uncertainty[blank_end]
4. [blank_start]Coordination[blank_end] of multi-country research and efforts
5. Need of a high degree of [blank_start]cultural[blank_end] understanding of the market in which research is being conducted.
Respuesta
-
Complexity
-
secondary
-
uncertainty
-
Coordination
-
cultural
Pregunta 14
Pregunta
The Scope of Global Marketing Research:
1. [blank_start]The Firm's Internal Conditions[blank_end]
2. [blank_start]The Foreign Marketing Environment[blank_end]
3. [blank_start]Competition[blank_end]
4. [blank_start]Consumers[blank_end]
Respuesta
-
The Firm's Internal Conditions
-
The Foreign Marketing Environment
-
Competition
-
Consumers
Pregunta 15
Pregunta
Firm's Internal Conditions:
- Internal strengths to [blank_start]expand[blank_end] internationally
- Internal [blank_start]weaknesses[blank_end] regarding international expansion
- Level of current international [blank_start]expertise[blank_end]
- Management [blank_start]commitment[blank_end] to internationalize
- [blank_start]Employee[blank_end] commitment to internationalize
Respuesta
-
expand
-
weaknesses
-
expertise
-
commitment
-
Employee
Pregunta 16
Pregunta
Foreign marketing environment consists of:
Respuesta
-
Economic
-
Political-legal
-
Cultural
-
Infrastructure
-
Expertise
Pregunta 17
Pregunta
Competition of global marketing consists of domestic & foreign competitors.
Respuesta
- True
- False
Pregunta 18
Pregunta
Consumers:
- Size
- [blank_start]Growth[blank_end] rates
- Demographic information
- Needs & [blank_start]demand[blank_end]
- [blank_start]Purchasing[blank_end] power and intentions
- Response to [blank_start]new[blank_end] products, price, and promotion
- Switching behavior
- Role of credit
- Transaction methods
- Future needs
- Impact of cultural [blank_start]differences[blank_end]
Respuesta
-
Growth
-
demand
-
Purchasing
-
new
-
differences
Pregunta 19
Pregunta
Global Marketing Research Steps:
1. [blank_start]Define objective[blank_end]
2. [blank_start]Information needed[blank_end]
3. [blank_start]Choose unit of analysis[blank_end]
4. [blank_start]Examine data availability[blank_end]
5. [blank_start]Research design & data analysis[blank_end]
6. [blank_start]Interpretation and presentation[blank_end]
Respuesta
-
Define objective
-
Information needed
-
Choose unit of analysis
-
Examine data availability
-
Research design & data analysis
-
Interpretation and presentation
Pregunta 20
Pregunta
Information needed:
- Go international or remain [blank_start]domestic[blank_end]
- Which markets to [blank_start]enter[blank_end]
- How to [blank_start]enter[blank_end] target markets
- How to [blank_start]market[blank_end] in target markets
Respuesta
-
domestic
-
enter
-
enter
-
market
Pregunta 21
Pregunta
[blank_start]Primary[blank_end] data is data that is collected yourself.
[blank_start]Secondary[blank_end] data is data that is collected by another.
Secondary data involves minimal [blank_start]effort[blank_end] and cost. Problems of it include accuracy, availability, timeline, and comparability of data.
Respuesta
-
Primary
-
Secondary
-
effort
Pregunta 22
Pregunta
Keys to successful international marketing research:
1. The [blank_start]inclusion[blank_end] of natives of the foreign culture on research teams.
2. The use of multiple methods.
3. Paying close attention to the [blank_start]challenges[blank_end].
4. Utilize relevant and reliable [blank_start]secondary[blank_end] information as much as possible.
Respuesta
-
inclusion
-
challenges
-
secondary
Pregunta 23
Pregunta
Current World Economy Overview
1. The global economic [blank_start]upswing[blank_end] that began around mid-2016 has become broader and stronger.
2. Employment in manufacturing continues to [blank_start]decline[blank_end] ever since World War II.
3. [blank_start]China[blank_end] and Korea have now emerged as significant contributors to the global technology development.
4. E-Commerce diminishes the importance of national barriers.
5. Growth in [blank_start]emerging[blank_end] markets and [blank_start]developing[blank_end] economies (EMDEs) will gain further strength, but progress in per capita income growth is uneven across EMDEs.
Respuesta
-
upswing
-
decline
-
China
-
emerging
-
developing
Pregunta 24
Pregunta
Economic contests of a target country include:
Respuesta
-
market openness
-
capital market
-
product market
-
labor market
-
service market
-
investment market
Pregunta 25
Pregunta
Elements that influence market openness are:
- restriction of [blank_start]foreign[blank_end] investment
- difficulty in launching foreign-owned business
- drive of [blank_start]exchange[blank_end] rate
- degree of freedom in [blank_start]labor[blank_end] and information movement
- existence of free-trade [blank_start]agreements[blank_end] with other nations
Respuesta
-
foreign
-
exchange
-
labor
-
agreements
Pregunta 26
Pregunta
Elements that influence how reliable the capital market is:
- effectiveness of country's financial institutions at collecting [blank_start]savings[blank_end] and channeling them into investments
- reliability of sources on company [blank_start]performance[blank_end]
- effectiveness of regulators at [blank_start]monitoring[blank_end] the banking industry and stock markets
- existence of orderly [blank_start]bankruptcy[blank_end] process
Respuesta
-
savings
-
performance
-
monitoring
-
bankruptcy
Pregunta 27
Pregunta
Infrastructure and Product Market:
- Infrastructure directly determines a country's economic [blank_start]growth[blank_end] potential
- Infrastructure affects the ability of a global company to engage effectively in the [blank_start]foreign[blank_end] country
Respuesta
-
growth
-
foreign
Pregunta 28
Pregunta
Low-Income Countries
- GNI per capita of $[blank_start]1025[blank_end] or less
- [blank_start]Limited[blank_end] industrialization
- High percentage of population in [blank_start]farming[blank_end]
- High [blank_start]birth[blank_end] rates
- Low [blank_start]literacy[blank_end] rates
- Heavy reliance on [blank_start]foreign[blank_end] aid
- Political [blank_start]instability[blank_end] and unrest
Respuesta
-
1025
-
Limited
-
farming
-
birth
-
literacy
-
foreign
-
instability
Pregunta 29
Pregunta
Lower-Middle-Income Countries:
- GNI per capita $[blank_start]1026[blank_end] to $[blank_start]3995[blank_end]
- Rapidly expanding [blank_start]consumer[blank_end] markets
- Cheap and motivated [blank_start]labor[blank_end]
- Mature, standardized, labor-intensive industries like footwear, textiles, and toys
- [blank_start]India[blank_end] is the only BRICS nation
Respuesta
-
1026
-
3995
-
consumer
-
labor
-
India
Pregunta 30
Pregunta
Upper-Middle-Income Countries:
- GNI per capita $[blank_start]3996[blank_end] to $[blank_start]12375[blank_end]
- Rapidly [blank_start]industrializing[blank_end], less [blank_start]agricultural[blank_end] employment
- Increasing urbanization
- [blank_start]Rising[blank_end] wages
- High literacy rates and advanced [blank_start]education[blank_end]
- Lower wages costs than [blank_start]advanced[blank_end] countries
- BRICS except [blank_start]India[blank_end]
Respuesta
-
3996
-
12375
-
industrializing
-
agricultural
-
Rising
-
education
-
advanced
-
India
Pregunta 31
Pregunta
High-Income Countries:
- GNI per capita is $[blank_start]12376[blank_end] or [blank_start]more[blank_end]
- Service sector is more than [blank_start]50[blank_end]% of GNI
- Households have [blank_start]high[blank_end] ownership levels of basic products
- Product and market opportunities are heavily dependent upon new products and innovation because of [blank_start]saturation[blank_end]
Respuesta
-
12376
-
more
-
50
-
high
-
saturation
Pregunta 32
Pregunta
Balance of payments are statements of the economic transactions between one country and all other countries over a period of time. It is the principal source of information about a country's international trading activity.
Respuesta
- True
- False
Pregunta 33
Pregunta
Free Trade Area:
- two or more countries agree to abolish [blank_start]tariffs[blank_end] and other barriers to trade amongst themselves
- countries continue independent trade policies with countries [blank_start]outside[blank_end] agreement
Respuesta
-
tariffs
-
outside
Pregunta 34
Pregunta
Customs Union
- evolution of free trade area
- includes elimination of [blank_start]internal[blank_end] barriers to trade
- establishes common [blank_start]external[blank_end] barriers to trade for countries [blank_start]outside[blank_end] of agreement
Respuesta
-
internal
-
external
-
outside
Pregunta 35
Pregunta
Common Market
- includes the elimination of [blank_start]internal[blank_end] barriers to trade
- establishes common [blank_start]external[blank_end] barriers to trade
- allows for free movement of factors of [blank_start]production[blank_end]
Respuesta
-
internal
-
external
-
production
Pregunta 36
Pregunta
Economic Union:
- [blank_start]European[blank_end] Union is the only Economic Union in the World
- includes the elimination of [blank_start]internal[blank_end] barriers to trade
- establishes common [blank_start]external[blank_end] barriers to trade
- allows for free movement of factors of [blank_start]production[blank_end]
- coordinates and harmonizes economic and [blank_start]social[blank_end] policy within the union
Respuesta
-
European
-
internal
-
external
-
production
-
social
Pregunta 37
Pregunta
Characteristics of Economic Union
- unified central [blank_start]bank[blank_end]
- single [blank_start]currency[blank_end]
- common policies on issues such as agriculture, social policy, transport, competition, mergers, taxation
- requires extensive [blank_start]political[blank_end] unity
- would lead to a [blank_start]central[blank_end] government in time
Respuesta
-
bank
-
currency
-
political
-
central
Pregunta 38
Pregunta
Dimensions of Political Environment
- Host country's international [blank_start]relations[blank_end]
- Host country's political [blank_start]risks[blank_end]
- Your own company's [blank_start]behavior[blank_end] in the host country
Respuesta
-
relations
-
risks
-
behavior
Pregunta 39
Pregunta
Host Country's International Relations
- political environment is typically related to the relations between [blank_start]host[blank_end] and home countries
Political environment will be more challenging when:
- host and home country do not have [blank_start]good[blank_end] relations
- host country has [blank_start]poor[blank_end] relations with other countries
- host country is not a member of any [blank_start]international[blank_end] organizations
Respuesta
-
host
-
good
-
poor
-
international
Pregunta 40
Pregunta
Host Country's Political Risk:
- Political risk is the possibility that [blank_start]changes[blank_end] in political situation or in government policy would [blank_start]negatively[blank_end] affect a company's ability to operate effectively and profitably
- higher perceived political risk is, the harder to attract [blank_start]foreign[blank_end] direct investment
- some governments offer political risk [blank_start]insurance[blank_end]
- external resources are available to help determine political risk
Respuesta
-
negatively
-
changes
-
foreign
-
insurance
Pregunta 41
Pregunta
Political Risk includes Political Situation and Government Policy.
Respuesta
- True
- False
Pregunta 42
Pregunta
Examples of Political Situation Risks are:
Respuesta
-
war
-
social unrest
-
orderly political transfer
-
political instability
-
International disputes
-
terrorism
-
regulatory change
-
corruption
-
trade barriers
-
entry restrictions
Pregunta 43
Pregunta
Example of Government Policy Risks are:
Respuesta
-
regulatory change
-
corruption
-
trade barriers
-
entry restrictions
-
forced asset transfer
-
crimes
-
foreign corporation tax
-
political sanctions
-
orderly political transfer
-
international disputes
Pregunta 44
Pregunta
Trade Barriers:
- tariff = a tax on products [blank_start]imported[blank_end] from other countries
- quotas = quantitative restrictions that limit the amount of goods that may [blank_start]enter[blank_end] a country
- non-tariff barriers (NTBs) - trade barriers that include customs documentation requirements, marks of origin, food and drug laws, labeling laws, antidumping laws, "buy national" policies, and subsidies
Respuesta
-
imported
-
enter
Pregunta 45
Pregunta
Forced asset transfer: governmental action to dispossess a foreign company or investor
- expropriation = [blank_start]with[blank_end] compensations
- confiscation = with no [blank_start]compensation[blank_end]
- nationalization = a government takes control an entire [blank_start]industry[blank_end]
- acceptable according to international law if it satisfies [blank_start]public[blank_end] purpose and
includes [blank_start]compensation[blank_end]
Respuesta
-
with
-
compensation
-
industry
-
public
-
compensation
Pregunta 46
Pregunta
Political Sanctions: one or a group of nations may boycott another nation, thereby stopping all [blank_start]trade[blank_end] between the countries, or may issue [blank_start]sanctions[blank_end] against the trade of specific products.
- US long-term boycott of trade with Cuba and Iran
- Trade sanctions against Russia for its continued aggression toward Ukraine
- Russians retaliating against McDonald's closing stores in Moscow
Respuesta
-
trade
-
sanctions
Pregunta 47
Pregunta
Company factors that help with political risks are:
- contributions of the firm to the [blank_start]host[blank_end] country = employment generated, tax paid, exports generated, new technology, resources or skills
- [blank_start]localization[blank_end] of operations = using local managers, suppliers, brands, stimulating growth and development of local industry
Respuesta
-
host
-
localization
Pregunta 48
Pregunta
Pre-entry political risk assessment:
- perform [blank_start]research[blank_end] to assess potential political risks
- avoid [blank_start]threatening[blank_end] countries
- [blank_start]negotiate[blank_end] with host government
- purchase [blank_start]insurance[blank_end] against political risk from government agencies
- adjust entry method
Respuesta
-
research
-
threatening
-
negotiate
-
insurance
Pregunta 49
Pregunta
Post-entry political risk management:
- have a monitoring system
- develop [blank_start]local[blank_end] stakeholders
- have appropriate advisory board
- adjust [blank_start]strategies[blank_end] overtime as perceived host country cost-benefit ratio changes
- have contingency plans
Respuesta
-
local
-
strategies
Pregunta 50
Pregunta
Dimensions of Legal Environment
Respuesta
-
US Laws
-
International Law
-
Laws in each of the firm's foreign markets
-
International Relations
Pregunta 51
Pregunta
Export controls are laws enacted by a government that determine what products may be [blank_start]exported[blank_end] and to which countries and buyers
Respuesta
-
exported
Pregunta 52
Pregunta
Antitrust laws - designed to combat [blank_start]monopoly[blank_end] practices and to encourage competition
- acquires a [blank_start]foreign[blank_end] firm
- engages in a [blank_start]joint[blank_end] venture with a foreign firm
- enters into an overseas marketing agreement with a [blank_start]foreign[blank_end] firm
Respuesta
-
monopoly
-
foreign
-
joint
-
foreign
Pregunta 53
Pregunta
Bribery - a corrupt business practice of demanding or offering a [blank_start]cash[blank_end] payment when negotiating a cross-border deal
Foreign Corrupt Practices Act - prohibits US firms or its subsidiaries from paying bribes to [blank_start]foreign[blank_end] government officials for the purpose of obtaining or keeping business
Respuesta
-
cash
-
foreign
Pregunta 54
Pregunta
- International Law of Trade: comprises the collections of treaties, conventions, and agreements between nations that carry the force of [blank_start]law[blank_end]
- Tax treaties: to reduce or eliminate [blank_start]double[blank_end] taxation
- International organizations: to improve world trade and increase economic [blank_start]growth[blank_end] and stability
- Standards organization: to promote [blank_start]worldwide[blank_end] standards in production and services
- Intellectual property protections
Respuesta
-
law
-
double
-
growth
-
worldwide
Pregunta 55
Pregunta
Intellectual Property Protections:
- Patents = for technology and [blank_start]inventions[blank_end]
- Trademarks = for words, phrases, symbols that [blank_start]distinguish[blank_end] one brand for another
- Copyrights = for written, recorded, performed, or filmed [blank_start]creative[blank_end] work
- Trade Secrets = proprietary company information that is highly [blank_start]secret[blank_end] to the company
Respuesta
-
inventions
-
distinguish
-
creative
-
secret
Pregunta 56
Pregunta
Infringement of Intellectual Property:
- Counterfeits = unauthorized [blank_start]copying[blank_end] and production of a product
- Imitation = product name differs slightly from a well-known brand
- Piracy = unauthorized publication or [blank_start]reproduction[blank_end] of copyrighted work
Respuesta
-
copying
-
reproduction
Pregunta 57
Pregunta
Culture - ways of [blank_start]living[blank_end]
- built up by a group of human beings
- distinguishes the members of one group of people from those of another
- transmitted from one [blank_start]generation[blank_end] to another
Respuesta
-
living
-
generation
Pregunta 58
Pregunta
Global Consumer Culture - consumers from [blank_start]different[blank_end] cultures share the similar meanings of consumption-related symbols
- emerging
- primarily resulted from a technologically interconnected world
Respuesta
-
different
Pregunta 59
Pregunta
Culturally sensitive consumers
- independent of social class and income, culture significantly influences consumption and [blank_start]purchasing[blank_end]
- [blank_start]food[blank_end] is the most culturally sensitive
- also influences nearly every part of doing business
Respuesta
-
purchasing
-
food
Pregunta 60
Pregunta
High Context Cultures:
- information resides in the [blank_start]context[blank_end]
- emphasis on [blank_start]personal[blank_end] background
- less emphasis on [blank_start]legal[blank_end] paperwork
- focus on personal reputation & [blank_start]trust[blank_end]
- a person's word is their bond
- lawyers are [blank_start]less[blank_end] important
- negotiations often take [blank_start]time[blank_end], parties try to get to know each other
- time is open and flexible
Respuesta
-
context
-
personal
-
legal
-
trust
-
less
-
time
Pregunta 61
Pregunta
Low Context Cultures:
- information resides in the [blank_start]content[blank_end]
- [blank_start]words[blank_end] carry all information
- reliance on legal paperwork
- focus on non-personal documentation of credibility
- a person's word is not be relied upon, need to get it in [blank_start]writing[blank_end]
- lawyers are more important
- negotiations tend to proceed [blank_start]quickly[blank_end]
- [blank_start]time[blank_end] is highly organized
Respuesta
-
content
-
words
-
writing
-
quickly
-
time
Pregunta 62
Pregunta
Hofstede Cultural Dimensions include:
Respuesta
-
Time Orientation
-
Uncertainty Avoidance
-
Masculinity/Feminity
-
Individualism/Collectivism
-
Power Distance
-
Context
-
Social Institutions
Pregunta 63
Pregunta
Time Orientation:
Individualism - people define themselves as [blank_start]individuals[blank_end] and form looser ties with their groups
Collectivism - people have stronger bonds to their groups and [blank_start]group[blank_end] membership forms a person's self identity
Respuesta
-
individuals
-
group
Pregunta 64
Pregunta
Power Distance:
Low power distance - unequal distribution of power as relatively [blank_start]unacceptable[blank_end]
High power distance - unequal distribution of power as relatively [blank_start]acceptable[blank_end]
Respuesta
-
unacceptable
-
acceptable
Pregunta 65
Pregunta
Uncertainty avoidance:
low - comfortable in [blank_start]unpredictable[blank_end] situations and have [blank_start]high[blank_end] tolerance for ambiguity
high - prefer [blank_start]predictable[blank_end] situations and have [blank_start]low[blank_end] tolerance for ambiguity
Respuesta
-
unpredictable
-
high
-
low
-
predictable
Pregunta 66
Pregunta
Masculinity - value [blank_start]achievement[blank_end] and competitiveness, as well as money and [blank_start]material[blank_end] objects
Femininity - value good [blank_start]relationships[blank_end], caring for others and quality of life
Respuesta
-
achievement
-
material
-
relationships
Pregunta 67
Pregunta
Time Orientation (actual, the other one was wrong):
Short-term orientation - care more about [blank_start]immediate[blank_end] gratification
Long-term orientation - focus on the [blank_start]future[blank_end]
Respuesta
-
future
-
immediate
Pregunta 68
Pregunta
Factors that affect the rate at which innovations are adopted include:
Respuesta
-
relative advantage
-
compatibility
-
simplicity
-
observability
-
trialability
-
appearance
-
convenience
Pregunta 69
Pregunta
STP:
Segmentation - dividing market into [blank_start]distinct[blank_end] groups based on certain variables
Targeting - [blank_start]comparing[blank_end] segments and choosing which segments(s) to [blank_start]target[blank_end]
Positioning - creating a clear, [blank_start]distinctive[blank_end] position in the target consumer's mind relative to [blank_start]competition[blank_end]
Respuesta
-
distinct
-
target
-
comparing
-
distinctive
-
competition
Pregunta 70
Pregunta
Global Market Segmentation - the process of dividing the target market into distinct [blank_start]subsets[blank_end] of customers that have [blank_start]similar[blank_end] needs
Respuesta
-
subsets
-
similar
Pregunta 71
Pregunta
Geographic Segmentation - dividing the target market into [blank_start]geographic[blank_end] subgroups
Demographic Segmentation - based on [blank_start]measurable[blank_end] population characteristics
Global elite - affluent consumers who are well traveled and have the money to spend on prestigious products with an image of [blank_start]exclusivity[blank_end]
Psychographic segmentation - based on attitudes, [blank_start]values[blank_end], interests, and lifestyles
Respuesta
-
geographic
-
measurable
-
exclusivity
-
values
Pregunta 72
Pregunta
Behavior Segmentation:
1. Whether or not people buy and [blank_start]use[blank_end] a product
2. How [blank_start]often[blank_end] - brand loyalty
3. When - [blank_start]occasions[blank_end]
4. How much - [blank_start]usage[blank_end] rate
Respuesta
-
use
-
often
-
occasions
-
usage
Pregunta 73
Pregunta
Benefit segmentation - focuses on the [blank_start]value[blank_end]
- based on understanding the problem a product [blank_start]solves[blank_end], the benefits it offers, or the [blank_start]issue[blank_end] it addresses
Respuesta
-
value
-
solves
-
issue
Pregunta 74
Pregunta
Global Market Targeting:
1. Decide whether the segments are [blank_start]targetable[blank_end] or not
2. Compare the [blank_start]attractiveness[blank_end] of segments
3. Select a targeting [blank_start]strategy[blank_end] to target the attractive segments
Respuesta
-
targetable
-
attractiveness
-
strategy
Pregunta 75
Pregunta
Targetable segments must be:
- [blank_start]Measurable[blank_end]: size, purchasing power, and profiles can be measured
- Accessible: segments can be [blank_start]reached[blank_end]
- Substantial: [blank_start]large[blank_end] enough to be profitable
Respuesta
-
Measurable
-
reached
-
large
Pregunta 76
Pregunta
Which segments are attractive?
- current segment [blank_start]size[blank_end] & potential [blank_start]growth[blank_end]
- potential [blank_start]competition[blank_end] & feasibility
Respuesta
-
size
-
growth
-
competition
Pregunta 77
Pregunta
Standardized Targeting:
- Meaning: targeting [blank_start]all[blank_end] the segments with the [blank_start]same[blank_end] product
- Condition: all the segments must have [blank_start]similar[blank_end] needs
Respuesta
-
all
-
same
-
similar
Pregunta 78
Pregunta
Differentiated Targeting:
- Meaning: targeting distinct segments with [blank_start]different[blank_end] products
- Condition: target segments have [blank_start]different[blank_end] needs/look for [blank_start]different[blank_end] benefits
Respuesta
-
different
-
different
-
different
Pregunta 79
Pregunta
Concentrated Targeting:
- Meaning; concentrating the firm's market offering solely on [blank_start]one[blank_end] segment
- Condition: the single segment has sufficient global depth to make [blank_start]profits[blank_end]
Respuesta
-
one
-
profits
Pregunta 80
Pregunta
Global Market Positioning is locating a brand in target segment's minds relative to competitors, in terms of:
Respuesta
-
attribute or benefit
-
quality and price
-
use or user
-
strategy
-
convenience
Pregunta 81
Pregunta
Positioning Strategies:
- global consumer culture: identifies the brand as a [blank_start]symbol[blank_end] of a particular global culture or segment
- foreign consumer culture: associates the brand's users, or product origins with a [blank_start]foreign[blank_end] country or culture
- local consumer culture: identifies with [blank_start]local[blank_end] cultural meanings, locally produced for local people
Respuesta
-
symbol
-
foreign
-
local
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