International Management Ch. 17

Front 1

A plan of action that guides the firm in how to position itself and its offerings in foriegn markets, which customers segments to targe, and the degree to which its marketing program elements should be standardized and adapted

Back 1

Global marketing strategy

Front 2

A group of customers that share common characteristics across many national markets

Back 2

Global market segment

Front 3

Firm efforts to modify one or more elements of its international marketing program to accommodate specific customer requirements in a particular market

Back 3

Adapation

Front 4

Firm efforts to make its marketing program elements uniform, with a view to targeting entire regions or even the global marketplace, with a similar product or service

Back 4

Standarization

Front 5

refers to the process of dividing the firm's total customer base into homogeneous clusters in a way that allows management to formulate unique markeitng strategies for each group

Back 5

Market segmentation

Front 6

an aspect of marketing strategy in which the firm develops both the product and its marketing to evoke a distinct impression in the customer's mind, emphasizing differences from competitive offerings

Back 6

Positioning

Front 7

A brand whose positioning, advertising strategy, look, and personality are stardarized worldwide

Back 7

Global brand

Front 8

a name sign, symbol, or design intended to identify the firms product and differentiate it from those of competitors

Back 8

Brand

Front 9

a group within a firm that develops common solutions and global product

Back 9

global team

Front 10

legal importation of genuine products into a country by intermediaries other than authorized distributors

Back 10

gray market activity

also known as parallel imports

Front 11

The problem of end-user prices reaching exorbitant levels in the export market caused by multilayered distribution channels, intermediary margins, tariffs, and other international customer costs

Back 11

International price escalation

Front 12

the practice of pricing intermediate or finished products exchanged among the subsidiaries and affiliates of the same corporate family located in different countries

Back 12

Transfer pricing

Front 13

direct mail, radio, television cinema, billboards, transit, print media, and the Internet

Back 13

Media

Front 14

refers to ads placed in buses, trains, and subways,

Back 14

transit

Front 15

newsaper ads, magazine ads, and trade jornals

Back 15

print media

Front 16

servicing a key global customer in a consistent and standarized mannner, regardless of where in the world it operates

Back 16

Global account management (GAM)

Front 17

refers to the number of distributors or other intermediaries that it takes to get the product from the manufacturere to the market

Back 17

Channel length