MKTG 2500 Ch. 15
Communication adaptation
When adapting ad messages, media may also need to be adapted internationally bc media availability & regulations vary from country to country. This illustrates ____________.
industrial structure
A country's ____________ shapes its product and service needs, income levels, and employment levels
standardized global
Chips of Joy, leading chocolate chip brand, decided to use the same marketing strategy and promotional mix worldwide for all its brands. The only thing that will change is the language on various packages. They are using a ____________ marketing strategy.
modifies marketing strategies to meet local needs
Compared to standardized global marketing, adapted global marketing _______________.
true
Most international companies strive to adapt global brands to local needs (T or F)
worldwide policies are planned by top corporate managers
Most likely true about global organizations:
Licensing
Providing a host country partner the right to use a company's manufacturing process, trademark, patent, or other item of value is referred to as ____________.
exporting
Simplest way to enter a foreign market is through __________.
global firm manufactures and markets goods whenever it can do the best job
True of a global firm
product adaptation
Veggie delight recently entered middle eastern markets. Based on research, middle eastern consumers prefer spicier burgers than US. The company alters ingredients to meet local preference. Veggie delight is using ____________ strategy.
Joint venturing
_______ is a method used of entering a foreign market by associating with foreign companies to produce/market products or services
Joint ownership
companies often form ________ ventures to merge their complementary strengths in developing a global marketing opportunity
Organize an export department
in managing international marketing activities, most companies first ____________.
Global organizations
many organizations no longer have a defined home market, nor home-office staffs. Instead, multicultural managers operate out of facilities located all around the world, bringing diverse cultural prospectives to their brands & operations. This is truly ___________.
False
similar consumer needs around the world suggest that a strategy of adapted global marketing is appropriate for most international firms (T or F)