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Details

MKTG 757 Ch 20
For Exam 2
6
Marketing
Undergraduate 4
11/04/2009

Additional Marketing Flashcards

 


 

Cards

Term
Cultural Values
Definition
beliefs and goals shared by members of a society regarding ideal end states of life and modes of conduct
Term
Global Marketing
Definition
a company uses a common marketing plan for all countries in which it operates, thus selling the product in essentially the same way everywhere in the world
Term
global advertising
Definition
a way to implement a strategy by using the same basic advertising approach in all markets
Term
country-of-origin effect
Definition
consumers' general perceptions of quality for products made in a given country
Term
pattern advertising
Definition
ads follow a basic approach, but themes, copy and sometimes even visual elements are adapted to differences in local markets
Term
localized advertising strategy
Definition
creative team must determine what type of selling idea, ad appeal, and execution style will work in each market
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