Chapter 16 International Marketing

Front 1

Be able to define “integrated marketingcommunications.” pg 466

Back 1

advertising, sales promotions, trade shows, personal selling, direct selling, and public relations

Front 2

Be able to define “sales promotions.” pg 466-467

Back 2

marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. Cents-off, in-store demonstrations, samples, coupons, gifts, product tie-ins, contests, sweepstakes, sponsorship of special events such as concerts and fair, and point-of-purchase displays are types of these designed to supplement advertising and personal selling in the promotional mix.

Front 3

Know the seven steps in the development ofinternational advertising (in order) and be able to identify the step thatrepresents the most daunting task. pg 469-474

Back 3

market research, specify common goals, develop most effective message for market segments selected, select effective media, budget, execute, evaluate

Front 4

Know the top three industries (in order) when itcomes to spending on global advertising. (Exhibit 16.2) pg 472

Back 4

auto, personal care, entertainment/media

Front 5

Even though, in many markets, standardizedproducts may be possible, know how marketers should approach advertising.(e.g., What determines if standard products or advertising is appropriate in amarket?) pg 474-479

Back 5

because culture difference, they still require a different advertising appeal in different markets.

Front 6

Know the basic definition of a market offering(product). pg 475

Back 6

bundle of satisfactions received by customer

Front 7

Know the various reasons, cited in the chapter,why international communications may fail – when it comes to global advertisingand the communications process. pg 479-483

Back 7

incorrect/meaningless message, incorrect need definition

Front 8

Know and be able to explain each of the sevensteps in the international communications process. Also, know how each step may affect theaccuracy of the process. pg 479-483

Back 8

information source, encoding, message channel, decoding, receiver, feedback, noise

Front 9

Know which step is related to uncontrollable andunpredictable influences that can confuse or detract from the rest of thecommunications process. pg 480

Back 9

noise

Front 10

Know what decoding problems can be caused by. pg 482-483

Back 10

improper encoding

Front 11

Know and be able to explain the situationsurrounding legality and illegality of the use of comparative advertising. (Youdo NOT have to memorize the laws in each country but you should be able tocharacterize the legality and illegality of comparative ads around the globe.) pg 483-485

Back 11

Laws that control comparative advertising vary around the worldGermany: illegal to use any comparative terminologyUK, Ireland,Spain, and Portugal: comparative terminology is okAsia: comparative advertising is heavily regulated Internet services are especially vulnerable

Front 12

Know when creativity becomes especiallyimportant for international marketers. pg 487

Back 12

when budget is small or severe product limitations

Front 13

Know why many Europeans (and their governments) are concerned when it comes to satellite television. pg 493-494

Back 13

loss of control over airwaves and american cultural imperialism

Front 14

Know why an international marketer may want toforego using direct mail in Chile. pg 494

Back 14

sender pays only part of the mailing fee; the letter carrier must collect additional postage for every item delivered. can't make customers pay for unsolicited advertising