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.