Term
MIDTERM REVIEW
CHAPTER 1
1-What is culture?
(quote and 2 defs)
2-What is the use of culture? |
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Definition
1-****KNOW****"Culture is the software of the mind"- Geert Hofstede
1) Ralph Linton: "A culture is a configuration of learned behavior and results of behavior whose competent elements are shared /transmitted by the memebers of a particular society."
2) Goodenough: (operational culture) "OC assumes that the individual can choose the culture in which to interact at any givern moment or in any given situation."
2- Provides a set of beliefs and standards (what to do and how to do it correctly) |
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Term
MIDTERM REVIEW
CHAPTER 1
What are the sources? |
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Definition
Sources:
-language
-nationality
-religion
-profession
-education
-group
-family
-gender
-social class
-corporate or organizational |
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Term
MIDTERM REIVEW
CHAPTER 1
What are the elements of culture? |
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Definition
Elements:
-Languages and Communication- (solving problems, selecting issues, and behavior )
-Institutions-(formed based on reproduction, territoriality, physiology, spontaneous tendency to join together, occupational and professional activities, hierarchy, totality)
-Material Productions- (physical productions...
-Symbolic Productions (...as well as productions of intellect, artistry, and service)
[Productions transmit, update, reproduce, and improve, knowledge and skills in a community]
"Culture is a coherent identity of elements" (i.e. the heaven and hell joke of nationalities) |
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Term
MIDTERM REVIEW
CHAPTER 1
Does Language limit culture or culture limit language? |
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Definition
WHORF (check name) he believed that culture limits language and that your language reflects your culture.
CHOMSKY (check name) believed that we are born with an initial ability to do language that ability limits our culture so we are within it |
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Term
MIDTERM REVIEW
CHAPTER 1
What are the "institutions"and how do they relate to culture?
(7 Principles around which Institutions are formed) |
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Definition
Institutions link the individual to the group
there are 7 principles around which institutions are formed
1)reproduction- e.g. immediate/extended fam, legal marrigage
2)territoriality-e.g. from physical space to alumni
3)physiology- integrated people around sex, age, traits, or defects
4)'spontaneous tendency to join together'-e.g. clubs, societies, common goals
5)occupational and professional activities-e.g law, corp, religion, maintain society
6)hierarchy-e.g. rank and status- wealth, ethnicity, and edu
7)totality-e.g. politics- collective, coherent decision processes |
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Term
MIDTERM REVIEW
CHAPTER 1
How is culture acquired?
&
What does it do? |
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Definition
Culture is learned... but also culture changes
examples
-being pale or suntanned
-women working at home or away
-having long hair or buzz cut
-wearing vests or even eating soup!
Culture responds to the same problems with different solutions
Common Problems and orientations to solutions:
-Innate human nature- good, evil or mixed
-nature- harmony or mastery
-time- present, past, or future
-activity- being or doing
-relational- collective or individual
-space- close or distant |
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Term
MIDTERM REVIEW
CHAPTER 1
How are cultures and countries related? |
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Definition
Not always the same as the actual country even though we speak of it i.e. American Cultures
but generally it is what the whole of society accepts as a beliefs and practice i.e. business practices and law |
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Term
MIDTERM REVIEW
CHAPTER 1
What kind of trade is most international business? |
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Definition
Business-to-Business
LOOK UP SOME SHIT ON THIS**** |
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Term
MIDTERM REVIEW
CHAPTER 2
Hofstedes Analogy of culture |
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Definition
culture is like your nose-
-- you do not see it properly yourself,
---but everybody else does and thinks it peculiar if its different then theirs.
In addition...
-You always go where it leads you and,
-Its always in the way
[Culture is persistent; it only changes slowly or in the case of major social disruption] |
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Term
MIDTERM REVIEW
CHAPTER 2
Solutions become a art of culture because of three reasons.
What are they? |
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Definition
Cognitive- because people think it will work that way
Affective- because people like it that way
Directive- because people will do it that way
THINK FEEL DO |
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Term
MIDTERM REVIEW
CHAPTER 2
How does time vary across cultures?
(5 points to remember) |
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Definition
-Some cultures take a very lax approach to time while others are very punctual.
-We can look at it economically- question if it is tangible or intangible item.(scarce resource, time is money)
-How we schedule tasks- mono-chronic or polychronic
-Views of past and future vary, America is future oriented while China focuses on the past
-Time is cyclical- what goes around comes around or is time a single life thing??? |
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Term
MIDTERM REVIEW
CHAPTER 2
TIME
Characteristics, 4 common problems
Japanese "Makimono" Time Pattern |
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Definition
TIME characteristics
-linear
-continuos
-economic
4 Common Problems
1-Economy of time
2-Monochronism vs polychronism
3-Linear vs Cyclicality
4-How to emphasize the past, preset, and future
Japanese Makimono
The past and the future exist simultaneously in the present |
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Term
MIDTERM REVIEW
CHAPTER 2
SPACE
How does Space vary across Cultures?
4 Common Problems |
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Definition
1- Personalization vs Depersonalization
("being" who are they? vs "doing: what do they do?
2- Ingroup Orientation
(Insiders vs Outsiders bases on family, origin of birth,
beliefs- Basis for territoriality)
[Rules: Ingroup- Loyalty e.g. mafia and Outgroup: universal]
3- Concrete vs Abstract Territoriality
("Being & Ingroup" is concrete, "Doing & Outgroup" is
abstract)
4- Group vs Individualization 3 Zones of Space
1-Intimate zone
2-Personal zone
3-Social zone
[West is <18 inches for personal and >18 inches for social] |
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Term
MIDTERM REVIEW
CHAPTER 2
Task vs Relationship Oriented |
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Definition
Task:
Time is organizes, finishing a task is important, Task is more important than the people
Relationship:
Time is loose, finishing task is not as important, people are more important than task
TASK ORIENTED
-Northwestern, Central European, Germany, UK, Scandinavia, -Austria
Canada, US, and Australia a little less rigid, more flexible
RELATIONSHIP ORIENTED
-Latin America
-Asian, developing countries or those in that are centrally controlled
-Middle Eastern Countries |
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Term
MIDTERM REVIEW
CHAPTER 2
What causes cultural hostility?
and what makes for a successful Economic Union? |
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Definition
Cultural Egoism... my culture is better than yours.
Ethnocentricity... Ignorance can be offensive
Religion... is a huge cause of conflict
Language Barriers... like ignorance, can cause problems
A successful economic union is comprised of the following
-economic compatibility
-political compatibility
-geographic proximity
-cultural compatibility |
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Term
MIDTERM REVIEW
CHAPTER 3
Who is Geert Hofstede and what is he known for? |
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Definition
He is a psychologist who did a famous study on employee values (100,000 IBM employees in 40 countries) and is known for distinguishing cultural differences
4 dimensions of culture
1 Individualism vs Collectivism
2 Power Distance
3 Masculinity vs Femininity
4 Uncertainty Avoidance |
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Term
MIDTERM REVIEW
CHAPTER 3
Differences between Individualism and Collectivism
Break it Down
Country Examples |
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Definition
Individualism Characteristics:
-based on the principle of asserting your individuality and independence- emphasis on self needs and goals
-stress the smallest unit as being that where the solution lies
-strong component of 'modern' culture- driven by individuality and rationality to cooperate- beliefs distinguish from others
-rely on own experience, attitudes predict behavior better than norms
-children learn in terms of "I..." - tasks prevail relationships
Countries:
US, Great Britain, Canada, Australia, Italy
Collectivism Characteristics:
-Emphasis on ingroup needs and goals, associates with traditional culture, people belong to a common reaity
-norms predict behavior better than attitudes
-Children learn in terms of "we.." relationships prevail
-Driven by collective rationality and social forces, rely on formal rules, agreements, and procedures.
Countries:
Japan, Taiwan, Iran, & Columbia |
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Term
MIDTERM REVIEW
CHAPTER 3
Power Distance
Break It Down
Examples of countries |
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Definition
What is is?
It is the measure of the extent to which a society and its individual members learn to tolerate an unequal distribution of powers in organizations and in society as a whole.
Countries:
Philippines, Mexico, France, India
High (large) Power Distance:
Hierarchy is strong, Inequality accepted, Superiors often unaccessible, and Change by REVOLUTION
Low (small) Power Distance:
Power is more equally distributed and superior and subordinated have a sense of equality as human beings
All have equal rights, Change by EVOLUTION
Countries:
US, Netherlands, Australia, and Israel |
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Term
MIDTERM REVIEW
CHAPTER 3
Masculinity/Femininity
Break it Down
Example Countries |
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Definition
Masculinity:
Societies dominant values favor...
-assertiveness, earning money $$$, showing off possessions, little care for others, Big and Fast are beautiful
-Live in order to work, stress equity and competition
-want leadership
Countries:
Venezuela, Germany, Australia, Italy
Femininity:
Societies dominant values favor...
-nurturing roles, interdependence b/w people and caring for others- i.e. quality of life, serving others
-Work in order to live, sympathy for the unfortunate
-Small and slow are beautiful
-Stress equality, value social success, want consensus
Countries:
Sweden, Norway, Thailand, Spain |
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Term
MIDTERM REVIEW
CHAPTER 3
Uncertainty Avoidance
Break it Down
Example Countries |
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Definition
Def:
Measures the extent to which people n a society tend to feel threatened by uncertain, ambiguous, or undefined situations.
2 ways-
1) people have to deal with it, the future is unknown
2) uncertainty aversion- its bad and society must aim to reduce it
High (Strong) UA:
-Anxiety, higher stress, inner urge to work hard
-Emotions accepted, conflict is threatening
-Need consensus, to avoid failure, and to have rules
Countries:
France, Belgium, Greece, Portugal, Germany
Low (Weak) UA:
-Relaxed, lower stress, hard work not a virtue per se
-Emotions not shown, conflict and competition are OK
-Acceptance of dissent, willing to take risks, few rules
Countries:
US, Hong Kong, Canada, Singapore |
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Term
MIDTERM REVIEW
CHAPTER 3
5th Cultural Dimension
Long/Short Term Orientation or (Confucian Dynamic)
Break it Down |
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Definition
Long Term:
Many truths, pragmatic, acceptance of change, thrift for investment
e.g. China, Taiwan, Japan, South Korea, Brazil
Short Term:
absolute Truth, conventional/traditional, concern for stability, quick results expected, spending for TODAY
e.g. US, West Africa, Pakistan, Canada |
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Term
MIDTERM REVIEW
CHAPTER 3
Examples of how cultural differences affect marketing? |
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Definition
Style and Content, also positioning of advertising.
Content of websites, contracts, informational content of advertising, style of personal sales contacts |
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Term
MIDTERM REVIEW
CHAPTER 3
Attitudes toward Actions...
4 ???? |
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Definition
1- Why act?
2- What is the action?
3- How do we relate thinking/feeling to the action?
4- How do we deal with the rules? |
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Term
MIDTERM REVIEW
CHAPTER 3
WHY ACT?
Break it Down
Master of Destiny vs Fatalism |
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Definition
Master of Destiny:
Nothing is impossible, need to cope, need to deal with problems, evil is doing nothing
e.g. shit! ok make a plan
Fatalism:
People cannot do everything, Destiny controls us, we need to accept what happens, Evil is not accepting
e.g. relax- enjoy the meal |
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Term
MIDTERM REVIEW
CHAPTER 3
WHAT IS THE ACTION?
Break it Down |
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Definition
Speech (Castro's 4hr speeches)
and
Deeds (Strong, silent cowboy type) |
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Term
MIDTERM REVIEW
CHAPTER 3
HOW TO RELATE THINKING TO THE ACTION?
Break it Down |
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Definition
Idealogolism :
-Actions set within a system set of principles
-Top Down Thinking
-Deductive Reasoning (Code Law)
Pragmatism:
-Actions designed to solve problems and get results
-Bottom Up Thinking
-Inductive (Common Law) |
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Term
MIDTERM REVIEW
CHAPTER 3
HOW TO RELATE THINKING TO ACTION?
Idealists vs Realists
How do some deal with rules? |
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Definition
Idealists :
-"Wishful thinkers"- emphasize enthusiasm, imagination
-Desires Shape Reality
Realists:
-"Down to Earth"- emphasize actual situation
-Desires checked against reality.
Dealing with Rules:
Rules are there to be broken (Driving through red lights in Brazil)
or
Rules are there to be followed (Never crossing the street without the pedestrian light in Germany) |
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Term
MIDTERM REVIEW
CHAPTER 3
CONSUMER TRADE IS ... |
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Definition
CONVERGING-
imitation of foreign consumption patterns, or adoption of foreign items |
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Term
MIDTERM REVIEW
CHAPTER 3
What cultural differences have a big effect on marketing? |
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Definition
-Climate
-Local Diets and Physical Attributes (lactose intolerant)
-Local regulations (genetic modifications)
-Different Uses for Similar Items
-Different Meaning in Context for similar products(vegies for breakfast)
-Difference in Motivations or Buying Behavior (Loyalty?)
-Local Consumption Habits Rooted in Childhood and Socialization at School and in the Family (Cheese)
-Different Meaning for Similar Items (Avon in US vs China) |
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Term
MIDTERM REVIEW
CHAPTER 4
How does consumer decision making vary between individualists and collectivists? |
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Definition
Collectivists will buy what the group buys and search the products in which the other members of their groups recommend.
Behavioral Intentions will be influenced by: Attitude, subjective norm, group norms, and social identity
Individualists will search and buy based on personal preference.
Behavior will first be aware of their attitude, subjective norm, and perceived behavior control but their behavior itself will be directly influenced by their behavioral intentions. |
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Term
MIDTERM REVIEW
CHAPTER 4
What can be considered different across cultures and their...
purchase decisions?
psychological processes?
institutions/socioeconomic? |
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Definition
purchase decisions:
informations search, informations evaluations, purchase decision (environment included), post purchase evaluation.
psychological processes:
motivation (own, spend, consume, show, give)
perception
learning and memory
attitude and decision making
Institutions/Socioeconomic:
Stave vs Church
Family, nuclear or extended? |
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Term
MIDTERM REVIEW
CHAPTER 4
What difference does a faith in people being responsible make to marketing? |
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Definition
In terms of whether people have to be protected or to be lefft alone. Mostly in ADVERTISING
e.g. There are a lot of regulations and rules on german advertising because the government wants to "protect" their people from it. (like advertising to children)
e.g. America's seat belt laws. |
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Term
MIDTERM REVIEW
CHAPTER 4
What is the influence on marketing of family, caste, sex roles, and attitudes toward age? |
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Definition
Marketing to a family has influence inn some places such as Japan.
e.g. In Japan, the older population has and controls the money so most of marketing is directed towards them.
America- Marketing is directed toward the Baby Boomer generation due to the outruling numbers, however American children have more influence on purchase decisions than children in any other country so marketing is also directed toward the.
CASTE:
Affects the image not just the money, i.e. born into a high class vs the american dream of buying your way into it.
Sex Roles:
The Roles of both Men and Woman are constantly changing in advertising. Usually based on trend analysis, you will see many campaigns in the same industry directly marketing to either male or females based on who is buying more of it at the time. e.g. In America women are buying more cars these days.
Religious Aspects/opinions as well as culture itself can influence the marketing. |
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Term
MIDTERM REVIEW
CHAPTER 4
What is Maslow's Hierarchy of Needs?
&
How does it vary internationally? |
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Definition
Maslow's Hierarchy of needs represents five "needs" that people as beings strive to fulfill...
From top to Bottom:
Self- Actualization (Asian ranks this first over basic needs)
Esteem
Social
Safety
Physiological (Americans start here)
However it varies internationally based on...
-rank vs order
-needs vs desires
-economic influences? |
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Term
MIDTERM REVIEW
CHAPTER 4
How does Customer Loyalty Vary Across Cultures? |
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Definition
Consumer Loyalty is based on
uncertainty avoidance. (RISK)
Collectivism vs Individualism
In some cases, certain places are loyal to a specific brand.
America is NOT Brand Loyal. |
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Term
MIDTERM REVIEW
CHAPTER 4
What are the levels of Ethnicity? |
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Definition
1-Assimilation:
Accept the TOTAL Host Culture
2-Integration:
Accept BOTH Host & Home Culture (shared beliefs. values. history. and even language)
3-Separation:
Accept only TOTAL Home Culture
4-Marginalization:
Neither Host NOR Home Culture... |
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Term
MIDTERM REVIEW
CHAPTER 4
What does international marketing require??? |
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Definition
DE-CENTERING:
Looking through someone else's eyes
or
putting yourself in someone else's shoes for awhile |
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Term
MIDTERM REVIEW
CHAPTER 5
Are Consumers Worldwide becoming more similar?
What about Companies, or competition? |
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Definition
BOTH
They are becoming more similar yet more diverse around the world at the same time.
HOWEVER it does not mean that that have the same values or thoughts.
BUSINESSES are CONVERGING and becoming more alike
through---> standardized products but are still very different when they are dealing with customized products. |
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Term
MIDTERM REVIEW
CHAPTER 5
What are some differences in how people consume products?
e.g.
What Kind of Products are Culture Bound? |
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Definition
Differences in how is based on
What type of product & how it is stored.
What time of day it is bought (e.g. France buys their bread every night vs Americans buying it in bulk and freezing it)
How often it is bought
How often it is consumed
e.g. Culture Bound Product?
FOOD is a very good example to show the differences across cultures
e.g. France eats largest meal for breakfast/lunch
Americans eat largest meal for dinner
Germans just eat little meals all day long |
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Term
MIDTERM REVIEW
CHAPTER 5
Cases and trends for being more "alike" |
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Definition
Trends:
-Globalization of supply and competition
-Globalization of Offerings
Causes:
-Globalization of Demand
(guarantee of standard quality, cheapness, "Modern" Image, Idea of Superiority of foreign goods) |
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Term
MIDTERM REVIEW
CHAPTER 5
What are the trends and causes of becoming or being more "Different"? |
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Definition
Trends:
-sustaining tradition (Kimonos in Japan), overcoming the past (Agitation by the Kurds, Basques)
Causes:
-Differences in Cultural Context (shopping, consuming, disposing)
-Differences in physical environment (climate, population density, housing, flora & fauna)
-Differences in language
-Pride in Culture or National Identity
All in All- Standardize what you can... customize what you must! |
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Term
MIDTERM REVIEW
CHAPTER 5
What is meant by "Modern Culture"?
vs Traditional culture... |
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Definition
"Modern" culture
is a lifestyle marked by standard products and consumption patterns worldwide
vs
Traditional Culture
that is associated with the past (low value in America)The past is mostly seen as an impediment to effective action. |
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Term
MIDTERM REVIEW
CHAPTER 6
What are some of the marketing risks imposed by governments? |
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Definition
Governments CAN Control (or take control) of...
-Legal System
-Trade Barriers
-Quotas
-Embargoes
-Tariffs
-They can subsidize production
-They can demand bribes
-Licenses
-Exchange Rates |
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Term
MIDTERM REVIEW
CHAPTER 6
How can the legal system vary? |
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Definition
Legal System can cary by...
-Common law vs Civil Law (or Islamic Law {no interest})
-Laws about packaging (e.g. American- nutrition label required)
-There can be laws pertaining to sales force (some countries have specific regulations on hiring/firing) |
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Term
MIDTERM REVIEW
CHAPTER 6
When thinking about going global, companies must consider what?
(considerations of market entry)
(political/legal)
(marketing environment)
(type of demand)
(Institutions & Infrastructure)
(How to Organize Company) |
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Definition
Market Entry:
-size & affluence (how big and how similar)
-ease of entry (how many laws against u?)
-ease of doing business (stable gov?)
-Lack of competition?
Political & Legal Environment:
-ease of entry (i.e. patents, tax breaks?)
-ease of exporting (insurance, subsidies)
-Anti-Business Barriers (licenses, tariffs, quotas)
-Environmental Requirements (recycling)
Marketing Environment:
-where is home base (mostly america)
-sophistication (i.e. going for cheap or for competition?)
Type of Demand:
-Primary (demand for a product category, i.e. toothpaste, cereal)
-Demand for the brand (Coca Cola or Nike)
Institutions & Infrastructure:
-Distribution
-Advertising
How to Organize:
-Transnational-functions differently worldwide but coordinates with computer system
-Global Industry (buy, sell, manufacture, learn from everyone)
-Multi-Domestic Industries (separated organization for each separate national market)
-export Industries (Manufacture in home country, may or may not have |
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Term
MIDTERM REVIEW
CHAPTER 6
What makes for successful economic union? |
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Definition
Stable countries but more importantly stable governments. (Imagine what they could suddenly do to you or your country)
Single currency helps (avoids exchange rates/taxes)
Proximity helps (life is more difficult when you are farther away) |
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Term
MIDTERM REVIEW
CHAPTER 7
What makes International Marketing More Difficult? |
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Definition
-Language Barriers
-Quality of Secondary and Primary Data/Sources (Reliability of Secondary Data is always questionable wheras primary data is very expensive & time consuming and could potentially disrespect another culture if too intrusive)
-Currency Rates (hard to make comparisons)
-how another country/company's data is organized can get/be very confusing
-LOW RESPONSE RATE is the BIGGEST Problem |
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Term
MIDTERM REVIEW
CHAPTER 7
What are the difficulties of getting secondary data? |
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Definition
It can potentially be expensive
It may be inaccurate
It may be unreliable
It may lack substantiality, relevance, and authenticity |
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Term
MIDTERM REVIEW
CHAPTER 7
What are the difficulties of getting primary data? |
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Definition
Expensive
Time Consuming
Man Power
Respectfulness of other cultures, and their willingness to cooperate or i.e.
RESPONSE RATE (always low) |
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Term
MIDTERM REVIEW
CHAPTER 8
What are the pros of international standardization vs customization? |
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Definition
Pros for standardization:
-Economies of scale
-low cost
-can protect your image
Pros for Customization:
-Appeals to specific cultures or Target Markets
-Can often relate to the target markets needs, wants, or desires WAYYYYY better |
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Term
MIDTERM REVIEW
CHAPTER 7
What does Marketing Research entail?
(4 activities) |
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Definition
1-Define Research Problem
2-Determine sources of info and method of research
3-Collect Data (primary & secondary, qualitative & quantitative)
4-Analyze, Interpret, Present Results |
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Term
MIDTERM REVIEW
CHAPTER 7
Legal & Ethical Issues (or considerations) of the Marketing Research Process |
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Definition
Regulatory:
Government regulations
Industry standards
Privacy Issues:
Violating Promises of Anonymity
Ethical Issues:
Can you really do what you do or ask what you want?
(often no) |
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Term
MIDTERM REVIEW
CHAPTER 8
What are the benefits of economies of scale and what detriments can they lead to? |
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Definition
Benefits
Low Cost, it is easier to manage
but the detriments are
of quality problems
loss of control
not exclusive
mass marketing-one problem is a problem all over the world |
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Term
MIDTERM REVIEW
CHAPTER 8
What is meant by "Domestic Market Extension"
"Multi-Domestic Market"
& "Global Marketing"???
(and what is their evolution?) |
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Definition
Domestic Market Extension: (Ethnocentric)
exporting to different countries other than home base
Multi Domestic Market:(Polycentric)
producing/working in each individual country independently
Global Marketing:(Regiocentric or Geocentric)
when you are truly working, managing, producing, distributing etc... in more than one country... truly working globaly |
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Term
MIDTERM REVIEW
CHAPTER 8
What is Transnational Management? |
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Definition
Modern Business Strategy
Organizing things centrally (home base) and regionally (small home bases for each area)
organizing ...
products
department
structure
processes |
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Term
MIDTERM REVIEW
CHAPTER 8
What is ethnocentric and how does it affect marketing? |
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Definition
Ethnocentric is when you think that YOUR products are the best.
Americans are pretty bad except for New York.
Affects...
Image, loyalty etc... |
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Term
MIDTERM REVIEW
CHAPTER 8
What is meant by a "cultural affinity zone"? |
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Definition
CAZ:
Groups of countries with similar attributes in culture even if they are not close in proximity.
An example of a CAZ is Latin America, because they are generally similar
Also a group would be
America, Australia, Canada, New Zealand, England
(similar language, similar culture) |
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Term
MIDTERM REVIEW
CHAPTER 8
What is the WTO and how does it affect marketing? |
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Definition
WORLD TRADE ORGANIZATION
They enforce rules and regulations that have been agreed upon by several countries.
They either promote or look down upon companies/countries practices, policies, and decisions.
Advocates:
Free Trade/Lower Barriers
WEAKNESS- No legal sanction |
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Term
MIDTERM REVIEW
CHAPTER 9
What are the levels of Product Attributes? |
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Definition
-Physical Attributes (varies a little e.g. of comparing cars to perfume to jeans)
-Service Attributes (varies by warranties, performance, instruction, distribution, sales)
-Symbolic Attributes (varies the most! Origin, color of packaging, shape) |
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Term
MIDTERM REVIEW
CHAPTER 9
How do the Service Attributes vary across cultures? |
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Definition
They depend on...
The elements:
repair & maintenance, installation, instruction, waiting time, guarantees, spare parts availability, and the return of goods)
&
The Environmental Factors:
technical expertise, labor costs, literacy, climate, remoteness, and performance)
ALSO
They are difficult to standardize, and there are differences in delivery methods and expectations)
[limited potential for economies of scale] |
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Term
MIDTERM REVIEW
CHAPTER 9
How do symbolic attributes vary across cultures? |
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Definition
-Symbolic associations related to physical attributes
-meanings related to brand name
-implied meaning of product design and aesthetics
-consumer perceptions of product origin
also randomo things such as symbolic meanings of numbers, look, smell, taste etc... |
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Term
MIDTERM REVIEW
CHAPTER 9
How does packaging vary across cultures? |
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Definition
| Color, shape, size, requirements for the climate (miami) etc... |
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Term
MIDTERM REVIEW
CHAPTER 10
What is meant by country of origin, and how does it affect marketing? |
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Definition
Literally it is the "Image of the Made In Label"
(designed in, assembled in, but usually where the final manufacturing occurred is the country of origin) |
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Term
MIDTERM REVIEW
CHAPTER 10
What are the stereotypes of some countries? |
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Definition
This refers to the joke of Heaven Vs Hell where each country is matched with their stereotype and opposite..
e.g. Italians are lovers in heaven and managers in hell |
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Term
MIDTERM REVIEW
CHAPTER 10
What are some recent changes in country of origin? |
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Definition
| US Grocery Stores, fish meat and fruits must be labeled so consumers know where they came from |
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Term
MIDTERM REVIEW
CHAPTER 10
What makes a good international brand name? |
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Definition
Something that can be translated across languages (hopefully with no negative connotations)
Needs to be able to be pronounced, spelled, short, easy to remember and recognizable
(best when executed for at least 15 yrs in similar mannerisms)
(Consumers needs are consistent for the product worldwide e.g. coffee, airlines)
(HUGE advertising/marketing budget) |
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Term
MIDTERM REVIEW
CHAPTER 11
What elements make price more central to a buyer/seller relationship? |
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Definition
Price Sensitivity- countries that are more concerned about the price. (e.g. in some countries, if you have to ask what the price is, it is assumed that you cannot afford it)
strategy should be coherent within your company |
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Term
MIDTERM REVIEW
CHAPTER 11
How does culture affect price? |
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Definition
In some countries price=quality,
some countries just like cheap shit
sometimes you can bargain for a deal
sometimes there is just a set price tag
Usually price controls within bigger companies becasue everyone cannot have the power to make those decisions
Smaller (family owned) businesses will work with their customers in order to maintain loyalty |
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Term
MIDTERM REVIEW
CHAPTER 11
What are the different strategies for setting international prices? |
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Definition
Local or Country Pricing
Parallel Imports
Business-To-Business |
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