International Marketing an der Universität Passau | Karteikarten & Zusammenfassungen

Lernmaterialien für International Marketing an der Universität Passau

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TESTE DEIN WISSEN
Choosing Appropriate Survey Methods: 
Suitability of Survey Method in International Market Research 

What are the Advantages and Disadavantages of the Data Collection Method Online Survey?
Lösung anzeigen
TESTE DEIN WISSEN
Advantages:
  • Procedure can be organized and managed from one country

Disadvantages:
  • Requires literacy 
  • Problematic for surveys in less-developed countries as high and middle incomes are over-represented
  • Problems wirth censorship in some countries 
Lösung ausblenden
TESTE DEIN WISSEN
Market Segmentation Strategy
What are the Key Requirements for Segments? 
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TESTE DEIN WISSEN
1. Identifiable: The segment should be easy to define and to measure. 
2. Sizable: The segments should be large enough to be worth going after. 
3. Accessible: The segments should also be easy to reach through promotional and distributional efforts. 
4. Stable: If target markets change their composition or behavior over time, marketing efforts devised for these targets are less likely to succeed. 
5. Responsive: For market segmentation to be meaningful, it is important that the segments respond differently from each other to differentiated marketing mixes. 
6. Actionable: Segments are actionable if the marketing mix necessary to address their needs is consistent with the goals and the core competencies of the company.


Lösung ausblenden
TESTE DEIN WISSEN
In national marketing tasks are generally more complex than in international marketing. 
Right or wrong?
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TESTE DEIN WISSEN
Wrong:
  • international marketing is more complex, because more information is needed and marketing activities have to be coordinated 
Lösung ausblenden
TESTE DEIN WISSEN
Foundations of International Market Research: General Challenges of Multi-Country Studies in Marketing

The Major Challenges:
„Differences in how Nations understand and apply constructs and frameworks„ belongs to the research step 
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TESTE DEIN WISSEN
Conceptual Framework
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TESTE DEIN WISSEN
Standardization vs. Differentiation of Prices


If the Intensity of Cross-Country Flows (Goods, Information and customers) are Interdependent and Prefernces of Customers are Different: Products, brands, communication should be 1.___ and Prices should be 2.___
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TESTE DEIN WISSEN
1. differentiated 
2. standardized 
Lösung ausblenden
TESTE DEIN WISSEN
Timing of Market Entry 

  • Step-by-step entry of markets 
  • Requires adapted brand management to the countries 
  • Important markets could be neglected or developed by competitors
  • (cheaper)

is called 
Lösung anzeigen
TESTE DEIN WISSEN
Waterfall Strategy
Lösung ausblenden
TESTE DEIN WISSEN
Overview of Classical Trade Theories 

„Foreign trade arises because countries want to increase their wealth at the expense of other countries: “The ordinary means to increase our wealth and treasure is by foreign trade, wherein we must ever observe this rule: to sell more to strangers yearly than we consume of theirs in value.” (Thomas Mun, 16th century)

describes the


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TESTE DEIN WISSEN
Mercantilism (Mun)
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TESTE DEIN WISSEN
What are the key aspects of the convergence hypothesis of Levitt?
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TESTE DEIN WISSEN
- Convergence of tastes in an increasingly globalized world 
- Multinational vs. global corporation: adaptation to consumers’ local tastes (high costs) vs. complete standardization of products (relatively low costs) 
- Question: which of these strategies should an international company pursue? 
- Main advantage of standardization: Lower production costs due to economies of scale -> lower price 
- Main advantage of local adaptation: Meeting customers’ expectations more accurately -> possibly higher price 
- Technological advance as the main driver of standardization:
  • has led to sinking costs of communication, transport and travel
  • growing need for standardized products all over the world:  -> “Almost everyone every where wants all the things   they have heard about .”
Lösung ausblenden
TESTE DEIN WISSEN
What are the six elements of culture?
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TESTE DEIN WISSEN
  • Material life
  • Language
  • Social interactions
  • Aesthetics
  • Religion
  • Education
  • Value
Lösung ausblenden
TESTE DEIN WISSEN
Cosmopolitanism: Empirical Findings 

Cosmopolitans travel more and males are more likely to be cosmopolitan 

Right or wrong?
Lösung anzeigen
TESTE DEIN WISSEN
Wrong
Lösung ausblenden
TESTE DEIN WISSEN
What are the major characteristics of emerging markets?
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TESTE DEIN WISSEN
  • Low per capita incomes but rapid pace of economic development  
  • High income inequalities  
  • High rates of emigration to developed world
  • Youthful and growing populations  
  • Weak and highly variable infrastructure  
  • Underdeveloped technology  
  • Weak distribution channels and media infrastructure
  • Growing middle class
  • high growing GDP
-> China and other emerging markets will account 75% of the world´s total growth in the next two decades (these emerging markets will represent most parts of the total economic growth the next years)
Lösung ausblenden
TESTE DEIN WISSEN
What are the four Cultural Typologies?
Lösung anzeigen
TESTE DEIN WISSEN
  • Hofstede (1994)
  • Trompenaars (1996)
  • Hall (1989)
  • GLOBE-Study
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Beispielhafte Karteikarten für deinen International Marketing Kurs an der Universität Passau - von Kommilitonen auf StudySmarter erstellt!

Q:
Choosing Appropriate Survey Methods: 
Suitability of Survey Method in International Market Research 

What are the Advantages and Disadavantages of the Data Collection Method Online Survey?
A:
Advantages:
  • Procedure can be organized and managed from one country

Disadvantages:
  • Requires literacy 
  • Problematic for surveys in less-developed countries as high and middle incomes are over-represented
  • Problems wirth censorship in some countries 
Q:
Market Segmentation Strategy
What are the Key Requirements for Segments? 
A:
1. Identifiable: The segment should be easy to define and to measure. 
2. Sizable: The segments should be large enough to be worth going after. 
3. Accessible: The segments should also be easy to reach through promotional and distributional efforts. 
4. Stable: If target markets change their composition or behavior over time, marketing efforts devised for these targets are less likely to succeed. 
5. Responsive: For market segmentation to be meaningful, it is important that the segments respond differently from each other to differentiated marketing mixes. 
6. Actionable: Segments are actionable if the marketing mix necessary to address their needs is consistent with the goals and the core competencies of the company.


Q:
In national marketing tasks are generally more complex than in international marketing. 
Right or wrong?
A:
Wrong:
  • international marketing is more complex, because more information is needed and marketing activities have to be coordinated 
Q:
Foundations of International Market Research: General Challenges of Multi-Country Studies in Marketing

The Major Challenges:
„Differences in how Nations understand and apply constructs and frameworks„ belongs to the research step 
A:
Conceptual Framework
Q:
Standardization vs. Differentiation of Prices


If the Intensity of Cross-Country Flows (Goods, Information and customers) are Interdependent and Prefernces of Customers are Different: Products, brands, communication should be 1.___ and Prices should be 2.___
A:
1. differentiated 
2. standardized 
Mehr Karteikarten anzeigen
Q:
Timing of Market Entry 

  • Step-by-step entry of markets 
  • Requires adapted brand management to the countries 
  • Important markets could be neglected or developed by competitors
  • (cheaper)

is called 
A:
Waterfall Strategy
Q:
Overview of Classical Trade Theories 

„Foreign trade arises because countries want to increase their wealth at the expense of other countries: “The ordinary means to increase our wealth and treasure is by foreign trade, wherein we must ever observe this rule: to sell more to strangers yearly than we consume of theirs in value.” (Thomas Mun, 16th century)

describes the


A:
Mercantilism (Mun)
Q:
What are the key aspects of the convergence hypothesis of Levitt?
A:
- Convergence of tastes in an increasingly globalized world 
- Multinational vs. global corporation: adaptation to consumers’ local tastes (high costs) vs. complete standardization of products (relatively low costs) 
- Question: which of these strategies should an international company pursue? 
- Main advantage of standardization: Lower production costs due to economies of scale -> lower price 
- Main advantage of local adaptation: Meeting customers’ expectations more accurately -> possibly higher price 
- Technological advance as the main driver of standardization:
  • has led to sinking costs of communication, transport and travel
  • growing need for standardized products all over the world:  -> “Almost everyone every where wants all the things   they have heard about .”
Q:
What are the six elements of culture?
A:
  • Material life
  • Language
  • Social interactions
  • Aesthetics
  • Religion
  • Education
  • Value
Q:
Cosmopolitanism: Empirical Findings 

Cosmopolitans travel more and males are more likely to be cosmopolitan 

Right or wrong?
A:
Wrong
Q:
What are the major characteristics of emerging markets?
A:
  • Low per capita incomes but rapid pace of economic development  
  • High income inequalities  
  • High rates of emigration to developed world
  • Youthful and growing populations  
  • Weak and highly variable infrastructure  
  • Underdeveloped technology  
  • Weak distribution channels and media infrastructure
  • Growing middle class
  • high growing GDP
-> China and other emerging markets will account 75% of the world´s total growth in the next two decades (these emerging markets will represent most parts of the total economic growth the next years)
Q:
What are the four Cultural Typologies?
A:
  • Hofstede (1994)
  • Trompenaars (1996)
  • Hall (1989)
  • GLOBE-Study
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