Key Point 1: Different Types of International Marketing
- What are the differences between national, international, and global marketing?
- List three major trends that are driving the move to international marketing. Explain their impact on marketing.
- Define culture. Explain where in the planning of a marketing communication program culture becomes a factor.
- Summarize the debate about cultural differences and similarities as they apply to creating and delivering brand messages.
- If you were to summarize the difference in values between Western and Asian cultures, what would they be?
- Explain the difference between a high-context culture and a low-context culture. How does context affect marketing communication?
- Explain the concern that some countries have with Western cultural imperialism. Find an ad that you think might raise the imperialism issue, and explain why you think the ad's strategy might create a problem in an international marketing plan.
- In what three ways can international markets be segmented and targeted? Explain how these factors make a difference in an MC strategy.
- What are the characteristics of developed markets, developing markets, and undeveloped markets? How does each stage of marked development affect a marketing communication strategy?
- What is a cultural cohort group? Why is this concept important in international marketing communication? Give an example of such a group.
- What is meant by standardization? By localization?
- What is a combination strategy? How does the standardization continuum (Figure 21-4, p. 684) explain the differences in this approach?
- What does "Think globally, act locally" mean? How does this advice relate to the IMC principle of being strategically consistent?
- Describe three media strategies used to reach multinational audiences.
- What is media convergence? Give an example of it.