MKTG 303 chapters 3 and 8

Warren's Tires sells the same tire globally, but it uses different advertisements based on the country and culture. This is an example of

glocalization

One measure of traffic from visitors on sites, the total requests for a page, is measured in units called

hits

In a(n) ________, the burden of ownership, control, and profits are shared.

joint venture

When a firm pools its resources with that of a local firm to enter a new market, they create a(n)

joint venture

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

need for "me time"

The first step in the process of creating a digital marketing campaign is to

set goals

What effect of social media engagement is achieved when individuals post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook?

connected effect

For companies, what digital marketing tool can both educate and excite customers?

corporate blog

As noted in your text, global segmenting, targeting, and positioning are more complicated than domestic segmenting and positioning because of cultural nuances, significant subcultures within countries, and

differences in the way consumers see themselves and in the way they see products and services.

When a company decides to minimize risk and enter a global market by shipping its products to buyers in other countries, this is known as

exporting

Global expansion often begins with

exporting of goods

When considering global marketing opportunities in Bangladesh, Thomas asked the question, "How will we get it there?" Thomas is concerned about ________ capabilities in Bangladesh.

infrastructure

When Roger evaluated the commercial infrastructure in Korcula, a small Croatian island, he considered its

legal, banking, and regulatory systems

The three-stage process that firms use to engage customers through social, online, and mobile media involves

listening, analyzing, and doing.

Economic measures like GDP and GNI do not fully account for a country's economic health because they measure only

material output

The final step in the process of creating a digital marketing campaign is to

monitor the program

Global pricing strategies should strive to be consistent with

positioning strategies

Cultural differences such as food preferences, language, and religion also play a role in

product strategy planning

Global marketers are under constant pressure to simplify distribution channels in order to

reduce costs

________ allow marketers to analyze data from content sites like Facebook, Twitter, online blogs, and reviews to collect consumer comments about companies and their products.

sentiment analysis

Meryl is 27 years old and loves to use WeChat to share videos with her friends overseas. Meryl is fulfilling her need to

socialize

Global marketers typically find distribution in developing countries is more complex because

they must go through many different types of distribution channels.

Geert Hofstede's cultural dimensions concept focuses on six dimensions of ________ in a country.

underlying values

Robin laughed at some of the cultural mistakes companies made in advertising and promotion in international trade while he was in school. Now he was trying to determine what had gone wrong with the campaign he had planned in Latin America for his company's product, and it didn't seem quite as amusing. He narrowed the issues to sociocultural factors. He was looking at both ________ and ________.

visible artifacts; underlying values

Why should marketers be aware of the BRIC countries?

They are likely to be the source of most market growth.

To determine the market potential for its particular product or service, a firm should use

as many metrics as it can obtain

Despite its innovative graphic design, the website for Shabby-Chic Decor did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address?

bounce rates

In China, state control of media is high, so companies are challenged to find ways to get their message to customers. This demonstrates one of the difficulties in crafting a global ________ strategy.

communication

Once a firm has done an analysis of the most viable markets for its products, then it must next

conduct an internal assessment of its capabilities.