international marketing: 1

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international marketing
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the performance of business activities designed to plan, price, promote and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit
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domestic marketing
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when a business or company sells strictly to its own country
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advantage, international marketing, domestic marketing
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this is an ______ of _______ over _____ : grow twice as faster because more area to sell to, more new partners, more $
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global diversification
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firm value is increased by this
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geography
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defined as climate, topography, flora, fauna and microbiology but has also affected history, technology, economics, social institutions, boy-to-girl ratios and ways of thinking
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sustainable development
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a joint approach among those (governments, businesses, environmentalists, etc.) who seek economic growth with wise resource management, equitable distribution of benefits and reduction of negative effects on people and the environment from the process of economic growth
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culture
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the sum of the values, rituals, symbols, beliefs and thought processes that are learned and shared by a group of people then transmitted from generation to generation
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international business
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1. rapid growth of the WTO and new free trade agreements around the world, 2. trend toward the acceptance of the free market system among developing countries, 3. burgeoning impact of internet, phones and other media on dissolution of national borders, 4. mandate to manage the resources and global environment properly for generations to come— these influence the shape of ___ ____
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international marketing
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this is a challenge to _____ ______ : develop strategic plans that are competitive in these intensifying global markets, a necessity to survive
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controllable factors
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product, price, promotion, distribution channels, firm characteristics, research
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uncontrollable factors
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legal forces, economic forces, competitive forces, cultural forces, geography, level of technology
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self-reference criterion
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an unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions
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ethnocentrism
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the notion that people in one’s own company, culture or country know best how to do things, problem when managers from affluent countries work with managers/markets in less affluent countries, impede the ability to assess a foreign market in its true light
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no direct foreign marketing
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company in this stage doesn’t actively cultivate customers outside national boundaries, but it may reach foreign customers if they directly contact firm
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infrequent foreign marketing
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temp. surpluses caused by variations in production levels/demand may result in this stage, little/no change is seen in company organization/product lines, few companies fit this model
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regular foreign marketing
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at this stage, firm has permanent productive capacity devoted to production of goods & services to be marketed in foreign countries, may employ foreign intermediaries
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international marketing
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at this stage: fully committed and involved in int. marketing activities, search for markets all over world and sell products as a result from planned production for markets in various countries
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global marketing
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at this stage: the most profound change is the orientation of company toward markets & associated planning activities, companies treat the world, including home market, as one.. market segmentation decisions aren’t focused on national borders

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