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International Marketing
Final Notecards
25
International Studies
Undergraduate 3
05/06/2010

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Term
Word Of Mouth
Definition
Form of advertising in which consumers make recommendations to each other regarding the quality, value, and desirability of products.
b. Often touted “best form of advertising” but is extremely subjective/prone to rumors
Term
Marketing
Definition
Defined by “finding out what people want and giving it to them”
i. Company-wide responsibility for marketing
b. American Marketing Association
i. “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”
c. From Jeffery Curry (author)
i. The whole commercial process that creates (through promotion) the interest that the potential customer demonstrates prior to the sale
ii. The targeting, acquisition, and retention of customers over a period dictated by the life cycle of the product under consideration
Term
Polycentric
Definition
Finding the best people that most closely fit the culture trying to adapt to
Term
Geocentric
Definition
hire only the local people
Term
Ethnocentric
Definition
Exporting the home grown managers to adapt in the current country
Term
Porter's Diamond
Definition
a. Looks at how the countries environment effects the business in that country
b. 4 Factors
i. Factor Conditions
1. Factors or production (roads, technology, water, human capital)
ii. Demand Conditions  what the consumer demands based on culture
iii. Rivalry  with local and other global companies
iv. Supporting Industries  factors of delivery, market research, suppliers
Term
Country of Origin Effect
Definition
An effect on a certain countries products based upon perceptions of that company (i.e. German engineering, French wines, etc.)
Term
Promotion
Definition
Any of the various techniques used to create a positive image of a seller’s product in the minds of potential buyers
Term
Competitive Advantage
Definition
Any product or feature that gives one company an edge over another company
Term
Positioning
Definition
Perceptual place of a brand with respect to other brands in the mind of consumers
Term
Distribution Length
Definition
the number of intermediaries required to move a product through the marketplace to the end-user. The more intermediaries, the greater the length
Term
Advertising
Definition
a form of public notice tha seeks to inform, persuade and otherwise modify consumer attitudes toward a product, with the objective of triggering an eventual purchase
Term
Reach (of advertising)
Definition
the percentage of potential customers that will be impacted by an advertising campaign
Term
Expatriate
Definition
a person temporarily or permanently residing in a country and culture other than that of the person's upbringing or legal residence
Term
Sales Management
Definition
couldn't find....?
Term
ISO
Definition
formed under the United Nations (1947) provides guidelines for goods and services of all types in international markets

short for = International Organization for Standardization
Term
Brand
Definition
AMA - a brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme
Term
Brand Equity
Definition
Curry: “The value a company derives from the fact that their product name is recognized and well thought of in the market place”
Term
6 distribution channel characteristics (cost, capital depth, product line, control requirement, range, compatibility)pg 111
Definition
cost-management labor to locate/negotiate a shipping agreement
Capital Depth-whether company must pay for the channel set-up

Product Line-the product produced greatly influences the line and how long it is, how much is made, etc.

Control Equipment-figuring out how much control is needed in the system

Range-success of product depends on size of area its distributed

Compatibility-distribution won't be successful unless members of chain work together efficiently
Term
Affiliate Advertising Agencies
Definition
a local operation that receives input and support from a large international agency (sometimes large company has stake in local affiliate)
Term
Network Advertising Agencies
Definition
a group of many local advertising operations that receive oversight and ownership by single operator
Term
Push Strategy
Definition
a product-driven marketing strategy that seeks to inform, persuade, and otherwise modify consumer attitudes by offering incentives and discounts to members of the distribution chain. Results in intermediaries actively selling, rather than just responding to consumer demands
Term
Pull Strategy
Definition
a market-driven marketing strategy that seeks to inform, persuade and otherwise modify consumer attitudes before they reach the point of purchase. Usually accomplished through large-scale mass-media advertising, results in increased demand for products/services
Term
Cultural variables in “Cultural Values Reflected in Arab and American Television Advertising
Definition
the individualism vs. collectivism

horizontal and vertical identification of relationships

determinism and fatalism

logical vs. intuitive decision making
Term
Frequency (of advertising)
Definition
number of times each target of an advertising campaign is impacted by advertisements for a particular product or service
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