Term
| What is marketing research? |
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Definition
-project specific, systematic gathering of data and information
-the activity that links the consumer, customer, and public to the marketer through information |
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Term
| What is the Marketing Research process? |
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Definition
1. Identify the information requirement
2. Define the problem
3. Choose a unit of analysis
4. Examine data availability
5. Assess value of research
6. Design the research
7. Analyze the data
8. Present the findings |
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Term
| What is self-reference criterion? |
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Definition
-It occurs when a person's values and beliefs intrude on the assessment of a foreign culture
-Be aware of SRC's |
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Term
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Definition
1. Enhances management's willingness to conduct market research
2. Ensures that research design has minimal home-country bias
3. Increases managment's receptiveness to findings |
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Term
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Definition
Data collected for a specific purpose
(very hard to collect, it is expensive, and very time-consuming) |
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Term
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Definition
data that has already been collected for purposes other than the problem at hand
- can be collected quickly, easily and inexpensively
- should represent the starting point for any data collection effort
- may lack accuracy, relevancy, and/or currency |
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Term
| What is global market segmentation? |
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Definition
| the process of identifying specific segments-- whether they be country groups or individual consumer groups-- of potential customers with homogeneous attributes who are likely to exhibit similar responses to a company's marketing mix. |
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Term
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Definition
| selling the same product, at the same price, with the same promotional tools in a different place |
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Term
| What is Export Marketing? |
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Definition
| tailors the marketing mix to international customers |
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Term
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Definition
| not numbers, but ideas and descriptions |
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Term
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Definition
| numbers and figures to represent data |
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Term
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Definition
| a group of people is experimented on and asked questions about a certain topic to gain information about a product, product idea, or competition product. |
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Term
| What is an in-depth interview? |
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Definition
| a one-on-one session with a customer/consumer asking them very detailed questions about their consumer habits and the product/competitor product |
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Term
| What is psychographic segmentation? |
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Definition
- Involves grouping people in terms of their attitudes, values and lifestyles
- Data is obtained through questionnaires that require respondents to indicate the extent to which they agree or disagree wit ha series of statements |
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Term
| What is demographic segmentation? |
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Definition
| - based on measurable characteristics of populations such as income, population, age distribution, gender, education, and occupation |
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Term
| What are some recent global demographic trends? |
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Definition
| Fewer married couples, smaller family size, changing roles of women, higher incomes and living standards |
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Term
| What is behavioral segmentation? |
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Definition
| - Focuses on whether people buy and use a product as well as how often and how much it is used or consumed |
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Term
| How can behavioral segmentation be categorized? |
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Definition
- usage rates: heavy, medium, light, or nonuser
- user status: potential user, nonuser, ex-user, first-timer, or user of competitor product |
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Term
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Definition
| Standardized marketing, concentrated marketing, and differentiated marketing. |
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Term
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Definition
| the act of differentiating a brand in customers' minds in relation to competitors in terms of attributes and benefits that the brand does and does not offer |
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Term
| What is Global Consumer Culture Positioning (GCCP)? |
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Definition
| a strategy that identifies the brand as a symbol of a particular global culture or segment (Example: Heineken) |
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Term
| What is Foreign Consumer Culture Positioning (FCCP)? |
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Definition
| associates the brand's users, use occasions, or product origins with a foreign country or culture (Example: IKEA) |
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Term
| What is Local Consumer Culture Positioning (LCCP)? |
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Definition
| a strategy that associates the brand with local cultural meanings (Example: Budweiser's U.S. advertisements featuring Clydesdale horses) |
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Term
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Definition
| - Rules, rate schedules, and regulations of individual countries |
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Term
| What is a single-column tariff? |
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Definition
| simplest type; schedule of duties in which rate applies to imports from all countries on the same basis. |
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Term
| What is a two-column tariff? |
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Definition
| general duties plus special duties apply. |
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Term
| What is a preferential tariff? |
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Definition
| reduced tariff rate applied to imports from certain countries. |
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Term
| When does GATT NOT prohibit the use of preferential tariffs? |
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Definition
- historical preference arrangements already existed
- preference is part of formal economic integration treaty
- industrial countries are permitted to grand preferential market access to LDC's |
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Term
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Definition
| government imposed limit or restriction on the number of units or the total value of a particular product category that can be imported. |
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Term
| Who are the different participants in export marketing? |
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Definition
- foreign purchasing agents
- export brokers
- export merchants
- export management company
- manufacturer's export agent
- export distributor
- export commission representative
- cooperative exporter
- freight forwarders |
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Term
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Definition
| A contract between a parent company-franchiser and a franchisee that allows the franchisee to operate a business developed by the franchiser in return for a fee and adherence to franchise-wide policies and practices. |
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Term
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Definition
| Contractual arrangement whereby one company makes a legally protected asset available to another company in exchange for royalties, lincense fees, or some other form of compensation. |
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Term
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Definition
| Entry strategy for a single target country in which the partners share ownership of a newly created business entity. |
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Term
| What is a global strategic alliance? |
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Definition
| Refer to linkages between companies from different countries to jointly pursue a common goal. |
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Term
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Definition
| Represents the total value that accrues to a product as a result of a company’s cumulative investments in the marketing of the brand |
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Term
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Definition
| Two or more different company or product brands are featured prominently on product packaging or in advertising. |
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Term
| What is Maslow's Hierarchy of Needs? |
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Definition
- provides a useful framework for understanding how and why local products and brands can be extended beyond home-country borders
- (bottom) physiological needs (breathing, food, etc), safety and security (health, employment, family, etc.), love and belonging (friendship, romance, etc.), self-esteem (confidence, achievement, etc.), self-actualization (morality, creativity, acceptance, etc.). |
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