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Segmentation, Targeting and Positioning, Chapter 7 and 8 Global Marketing
Terms in this set (30)
Sophisticated, technologically complex and/or difficult to explain or understand.
When shopping for high-tech products consumers
Often have specialized needs or interests and rational buying motives.
High-tech brands and products are frequently evaluated
In terms of their performance against established, objective standards.
When shopping for high-touch products, consumers
Are generally energized by emotional motives rather than rational ones.
Consumers may feel an emotional or spiritual connection
With high-touch products, the performance of which is evaluated in subjective, aesthetic terms rather than objective, technical terms.
Acquisition of high-touch products may represent
An act of personal indulgence, reflect the user's actual or ideal self-image, or reinforce interpersonal relationships between the user and family mebmers or friends.
High-touch products appeal to the senses more than the intellect
If a product comes with a detailed user's manual, it's probably high tech
Consumption experience associated with a high-touch product
Probably does not entail referring to an instruction manual like with a high tech product.
A brands GCCP can be reinforced by the careful selection
Of the thematic, verbal, or visual components that are incorporated into advertising and other communications.
For marketers seeking to establish a high-touch GCCP
Leisure, romance, and materialism are three themes that cross borders well.
Professionalism and experience are advertising themes
That work well for high-tech products such as global financial services.
I some instances, products may be positioned globally in a "bipolar" fashion
As both high tech and high touch. This approach can be used when products satisfy buyers rational criteria while evoking an emotional response.
To the extent that English is the primary language of international business, mass media, and the Internet
One can make the case that English signifies modernism and a cosmopolitan outlook. Therefore, the use of English in advertising and labeling throughout the world is another way to achieve GCCP.
Another way to reinforce a GCCP is to use brand symbols whose interpretation
Defies association with a specific country culture, like Nestle's "little nest" logo with an adult bird feeding its babies, the Nike swoosh, and the Mercedes-Benz star.
Foreign Consumer Culture Positioning
Associates the brand's users, use occasions, or production origins with a foreign country or culture.
Foreign Consumer Culture Positioning, associates the brand's users, use occasions, or product origins with a foreign country or culture.
Local Consumer Culture Positioning
A strategy that associates the brand with local cultural meanings, reflects the local culture's norms, portrays the brand as consumed by local people in the national culture, or depicts the product as locally produced for local consumers.
Local Consumer Culture Positioning, a strategy that associates the brand with local cultural meanings, reflects the local culture's norms, portrays the brand as consumed by local people in the national culture, or depicts the product as locally produced for local consumers.
Researchers studying television advertising in seven countries found that Local Consumer Culture Positining
Predominated, particularly in ads for food, personal nondurables, and household nondurables.
Export Selling does not involve
Tailoring the product the price, or the promotional material to suit the requirements of global markets.
The only marketing mix element that differs in export selling
Is the "place", that is, the country where the product is sold
Export selling Approach may work
For some products or services; for unique products with little or no international competition, such an approach is feasible.
As companies mature in the global marketplace
Or as new competitors enter the picture, export marketing becomes necessary.
Integrated marketing of goods and services that are destined for customers in international markets.
Export Marketer does not simply
Take the domestic product "as is" and sell it to international consumers.
To the export marketer, the product offered
In the home market represents a starting point and is then modified to meet the preferences of international target markets.
The export marketer sets prices to fit the marketing strategy
And does not merely extend home-country pricing to the target market.
Charges incurred in export preparation, transportation
And financing must be taken into account in determining prices for the export marketer.
The export marketer adjust strategies
And plans for communication and distribution to fit the market.
Effective communication about product features or uses to buyers in different export markets
May require creating brochures with different copy, photographs or artwork.
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