Term
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Definition
| a good, service, or idea with bath tangible and intangible attributes that collectively create value for a buyer or user |
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Term
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Definition
| a written guarantee that assures the buyer that he or she is getting what he or she has paid for or that provides recourse in case a product's performance falls short of expectations |
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Definition
| products whose packaging is designed o protect or contain the product during shipping, at retail locations, and at the point of use or consumption |
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Definition
| a complex bundle of images and experiences in the customer's mind |
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Definition
| perceptions about a brand as reflected by brand associations that consumers hold in their memories |
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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
| has achieved success in a single national market |
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Term
| International Brands/Products |
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Definition
| are offered in several markets in a particular region |
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Term
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Definition
| meets the wants and needs of a global market. Is offered in all world regions. |
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Term
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Definition
| has the same name and in some instances, a similar image and positioning throughout the world |
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Definition
| Global brands compete fiercely with each other to provide world-class quality |
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Definition
| Global brands are symbols of cultural ideals |
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Definition
| Customers evaluate companies and brands in terms of how they address social problems |
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Term
| Combination or Tiered Branding |
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Definition
| whereby a corporate name (Sony) is combined with a product brand name (Walkman) |
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Term
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Definition
| a variation on combination branding in which two or more different company or product brands are featured prominently on product packaging |
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Term
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Definition
| a strategy that entails using an established brand name as an umbrella when entering new businesses or developing new product lines that represent new categories to the company |
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Definition
| this creates strong brands in all markets |
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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 |
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Term
| 1st level of Maslow's Hierarchy of Needs |
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Definition
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Term
| 2nd level of Maslow's Hierarchy of Needs |
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Definition
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Term
| 3rd level of Maslow's Hierarchy of Needs |
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Definition
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Term
| 4th level of Maslow's Hierarchy of Needs |
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Definition
| external and internal esteem |
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Term
| 5th and Final Level of Maslow's Hierarchy of Needs |
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Definition
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Term
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Definition
| perceptions on a country that becomes a part of a brand's image and contribute to brand equity |
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Term
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Definition
| used by successful companies where a brand or product is brought into markets outside the home country |
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Term
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Definition
| involves changing elements of design, function, or packaging in response to needs or conditions in particular country markets |
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Term
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Definition
| entails developing new products "from the ground up" with the world market in mind |
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Term
| Product-Communication Extension |
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Definition
| strategy when pursuing global market opportunities |
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Term
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Definition
Communication: same
Product: same |
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Term
| Product Extension Communication Adaptation pg.226 |
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Definition
Communication: different
Product: same |
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Term
| Product Adaptation Communication Extension pg.226 |
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Definition
Communication: same
Product: different |
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Term
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Definition
Communication: different
Product: different |
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Term
| Product Extension-Communication Adaptation |
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Definition
| extending the product while adapting the marketing communications program. has a relatively low cost |
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Term
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Definition
| the same physical product ends up serving a different function or use than that for which it was originally designed or created |
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Term
| Product Adaptation-Communication Extensino |
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Definition
| to adapt the product to local use or preference conditions while extending, with minimal change, the basic home-market communications strategy or brand name |
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Term
| Product-Communication Adaptation (Dual Adaptation) |
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Definition
| both the product and one or more promotional elements are adapted for a particular country or region |
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Term
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Definition
| process of endowing resources with a new capacity to create value, is a demanding but potentially rewarding product strategy for reaching mass markets in less develo |
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Term
| "not invented here" (NIH) Syndrome |
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Definition
| ignoring decisions made by subsidiary or affiliate managers |
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Term
| Discontinuous Innovations |
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Definition
| an entirely new product or innovation that requires a significant amount of learning on the part of users |
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Term
| Dynamically Continuous Innovations |
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Definition
| products in the category of newness. less disruptive and requires less learning on the part of consumers |
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Term
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Definition
| new products defined as "new and improved" versions of existing ones and require less R&D expenditure to develop than dynamically continuous innovations |
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Term
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Definition
| products who undergo new sizes, flavors, and low-fat versions. Introducing a new version of an existing product |
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Term
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Definition
| core product design element or component that can be quickly and cheaply adapted to various country markets |
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Term
| Integrated Marketing Communications (IMC) |
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Definition
| approach explicitly recognizes that the various elements of a company's communication strategy must be carefully coordinated |
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Term
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Definition
| and sponsored or paid message that is communicated in a nonpersonal way |
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Term
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Definition
| messages whose art, copy, headlines, photographs etc have been developed expressly for their worldwide suitability |
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Term
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Definition
| this is analogous to the concept of global product platforms discussed in ch.10 representing a middle ground between 100 percent standardization and 100 percent adaptation |
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Term
| Advertising Organizations |
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Definition
| advertising agencies etc that are fast paced and leaders in the marketing business |
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Term
| Issues to Consider When Selecting an Ad Agency |
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Definition
| Company Organization, National Responsiveness, Area Coverage, Buyer Perception |
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Term
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Definition
| a statement or concept of what a particular message or campaign will say |
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Term
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Definition
| "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen" |
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Term
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Definition
| the communications approach that relates to the motives of the target audience |
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Term
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Definition
| depends on logic and speak to the audience's intellect |
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Term
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Definition
| gets to the heart of the consumers and evokes a feeling response that will direct purchase behavior |
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Term
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Definition
| the promise or claim that captures the reason for buying the product or the benefit that ownership confers |
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Term
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Definition
| the way an appeal or proposition is presented |
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Term
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Definition
| visual presentation of an advertisement also known as the "body language" of an ad |
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Term
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Definition
| the words that are the spoken or written communication elements in advertisements |
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Term
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Definition
| the department or function responsible for evaluating public opinion about, and attitudes toward, the organization and its products or brands |
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Term
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Definition
| the communication about a company or product for which the company does not pay |
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Term
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Definition
| a form of paid advertising in which attention is called to the company's other communications efforts. such as other companies or suppliers etc |
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Term
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Definition
| enhances the public's perception of a company, creates goodwill, or announces a major change that has a positive impact on the public |
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Term
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Definition
| when a company presents its point of view on a particular issue (Chic-Fil-A for example siding on gay marriage) |
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Term
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Definition
| a sponsored, paid message that is communicated through nonpersonal channels |
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Term
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Definition
| consists of the same advertising appeals, messages, artwork, and copy in campaigns around the world |
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Term
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Definition
| any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand |
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Term
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Definition
| tangible value may take the form of a price reduction, coupon, or mail-in-refund |
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Term
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Definition
| may take the form of free samples, premiums, "buy on get one free" offers, sweepstakes, and contests |
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Term
| Consumer Sales Promotions |
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Definition
| designed to make consumers aware of a new product, to stimulate nonusers to sample an existing product, or to increase overall consumer demand |
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Term
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Definition
| designed to increase product availability in distribution channels |
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Term
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Definition
| a sales promotion technique that provides potential customers with the opportunity to try a product or service at no cost |
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Term
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Definition
| a printed certificate that entitles the bearer to a price reduction or some other special consideration for purchasing a particular product or service |
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Term
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Definition
| a person-to-person communication between a company representative and a prospective buyer |
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Term
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Definition
| in country nationals. Employees sent from their respective home countries to work abroad |
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Term
| Strategic/Consultative Selling Model |
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Definition
| has gained wide acceptance in the United States |
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Term
| Personal Selling Philosophy |
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Definition
| a commitment to the marketing concept and a willingness to adopt the role of problem solver or partner in helping customers |
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Term
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Definition
| a game plan for establishing and maintaining high-quality relationships with prospects and customers |
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Term
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Definition
| a plan that can assist the sales representatives in selecting and positioning products that will satisfy customers' needs |
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Term
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Definition
| consists of setting objectives for each sales call and establishing a presentation plan to meet those objectives |
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Term
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Definition
| the heart of the presentation strategy that consists of six stages: approach, presentation, demonstration, negotiation, close, and servicing the sale |
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Term
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Definition
| people who are not natives of either the headquarters country or the host country |
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Term
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Definition
| people who work to sell a company's product but are not necessarily a part of the company |
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Term
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Definition
| any communication with a consumer or business recipatient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business |
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Term
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Definition
| treats different customers differently based on their previous purchase history or past interactions with the company |
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Term
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Definition
| uses the postal service as a vehicle for delivering a personally addressed offer to a prospect targeted by the marketer |
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Term
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Definition
| is a magazine-style publication that features photographs, illustrations, and extensive information about a company's products |
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Term
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Definition
| a form of paid television programming in which a particular product is demonstrated, explained, and offered for sale to viewers who call a toll free number |
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Term
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Definition
| home shopping channels that take the informercial concept and broadcast around the clock |
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Term
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Definition
| allows television viewers to interact with the programming content that they are viewing |
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Term
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Definition
| an increasingly popular form of marketing communications whereby a company pays a fee to have its name associated with a particular event, team etc |
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Term
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Definition
| arranging for products and brand names to appear in popular television programs, movies, and other types of performances |
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