Global Marketing Ch. 13

Front 1

Most of marketing communication falls under the 4th "P" of the marketing mix:

Back 1

Promotion

Front 2

Promotional activities fall into 4 categories:

Back 2

Advertising, sales promotion, public relations, and personal selling

Front 3

Examples of activities that are part of the promotional mix but are harder to categorize:

Back 3

Sponsorships, product placement, direct marketing forms, etc.

Front 4

Examples of one way and two way marketing communications:

Back 4

One way:Radio, tv, blogs

Two way:Blogs, forums, websites, etc

Front 5

4 challenges for global marketers:

Back 5

1. Global promo campaigns must incorporate new electronic channels as well as traditional ones

2. Less distinction between global and local communications means greater chance for misinterpretation of messages

3. Consumers and companies can initiate brand communication, giving marketers less control over the message

4. Easier measurement through digital marketing means marketers are more accountable for ROI

Front 6

Integrated Marketing Communication Strategy (IMC)

Back 6

The whole impact approach to IMC management advocates for cross functional view of marketing communications, which is particularly relevant to a company's global promotional strategy

Front 7

5 most important attributes of a global brand:

Back 7

1. Consistent, easy to pronounce name in all markets

2. Evenly dispersed sales across the world without one dominant market

3. Preserving the true nature and positioning of the brand in all markets and cultures

4. Offering solutions to the same customer needs or serving the same target markets everywhere

5. Consistently presenting the brand

Front 8

Research conducted by Research International Observer (RIO) suggests that it makes sense to globalize some brands and localize others, based on: (4)

Back 8

1. Type of brand

2. Name of the category

3. Level of aspiration

4. Nature of the local culture

Front 9

Prestige brand

Back 9

A powerful appeal associated with country of origin, founders aura or brand emblem

Front 10

Master brands

Back 10

A powerful appeal that transcends national origins; associated with universal ideas

Front 11

Super brands

Back 11

Category specific and known for dependability and innovation

Front 12

Global brands

Back 12

Distributed worldwide but blend in with the local culture and market

Front 13

The higher the display vale of a category, or the aspirational positioning of a brand within it, the ___________ likely it is for the brand to localize

Back 13

Less

Front 14

A product may be in a high display vale category, such as vehicles, but position itself at the _____ end of a category. Alternately, low level aspiration categories still have their _________________

Back 14

Low

Premium brands

Front 15

Cultures may exhibit unexpected brand preferences based on ___________

Back 15

Local culture (Japan is a collectivist society but consumers are individualistic when it comes to brands)

Front 16

Standardized advertising

Back 16

Virtually nothing changes in an ad except the language. More loosely defined, an advertisement is considered standardized if it maintains the same theme across the world.

Front 17

5 benefits of standardized advertising:

Back 17

1. Savings

2. Consistency

3. Control

4. Strong brand recognition

5. Ability to leverage products across several markets

Front 18

4 types of products suitable for standardized advertising:

Back 18

Luxury, high tech, fashion, and automotive

Front 19

What types of products are not suitable for standardized advertising?

Back 19

Food and personal care products

Front 20

2 challenges to successful standardized ad implementation:

Back 20

1. Different cultural tastes for images and icons

2. The effectiveness of the message may be compromised (people worldwide may buy a standardized product, but for different reasons)

Front 21

What do adapted or localized advertising communications reflect?

Back 21

Each market's cultural and social conditions

Front 22

What is the goal of adapted/localized advertising?

Back 22

Increase the recognition and acceptance of the brand and product

Front 23

What is the theory behind the adapted/localized advertising?

Back 23

Presenting a brand in the context of local cultural values and tastes will allow more people to identify with the brand, creating higher affinity for the brand.....cont...

Front 24

A product with more familiarity means it will be _______. One with less familiarity means it will be ____________.

Back 24

Global

Local

Front 25

5 factors that affect global vs local advertising:

Back 25

1.Product type

2. Level of familiarity

3. Service vs product marketing

4. Gov't regulations

5. Cultural taboos and perceptions

Front 26

The trade off in choosing a localization strategy in marketing communications is between what?

Back 26

Higher efficiency of the campaigns vs increased costs and complexity.

Front 27

Global advertising strategy

Back 27

Marketers should base their decisions on local market conditions, but also consider how global competition, market learning ,and diffusion can influence response.

Front 28

What does a global advertising strategy suggest about a staggered market entry?

Back 28

Where more marketing dollars are spent in the countries encountered later in the campaign, improves marketing effectiveness.

Front 29

3 ways to allocate funds in global campaigns media mix:

Back 29

Blogs, podcasts, and online videos

Front 30

Digital capabilities create:

Back 30

Opportunities to create custom messages for precise targeting

Front 31

What does customer initiation of product communications mean?

Back 31

A brand can quickly be enhanced or damaged on a global scale

Front 32

Qualities found to be liked around the world:

Back 32

Entertaining, warmth, and relevant to me

Front 33

Qualities that are distant to asians:

Back 33

Soft sell, strong/distinctive/sexy, trendy/modernity/stylish, status appeal

Front 34

China advertising styles:

Back 34

Edu, quality, tradition, status, respect

Front 35

France advertising styles:

Back 35

Symbolism, sensuality, and humor

Front 36

Germany advertising styles:

Back 36

Logic, testimonials, tradition, value for money, authority

Front 37

Italy advertising styles:

Back 37

Emotional, lifestyle, celebrities, theatrical

Front 38

Japan advertising styles:

Back 38

Indirect appeals, soft sell, entertaining, mood, symbolism

Front 39

Spain advertising styles:

Back 39

Indirect appeals, idealistic, pleasant

Front 40

The Netherlands advertising styles:

Back 40

Entertaining, realistic, modesty

Front 41

United Kingdom advertising styles:

Back 41

Presentational, humor, subtle, testimonials, show class differences

Front 42

United States advertising styles:

Back 42

Lecture, direct appeals, hard sell, argumentative

Front 43

When planning a global marketing strategy, marketers have to consider what?

Back 43

Different standards, regulations and laws that govern the advertising industry in the different countries and regional jurisdictions

Front 44

The landscape for advertising regulations is broken up not only by national and local authorities, but sometimes even by _____________________

Back 44

Adverting medium

Front 45

4 reasons to choose advertising agencies for global marketing needs:

Back 45

1. Cost effectiveness

2. Market knowledge

3. Superior creative work

4. Specialized needs

Front 46

When considering a global marketing strategy, what are 3 things that are important to consider?

Back 46

1. Strategic Marketing alignment

2. Agency reputation and size

3. Industry specialization