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)