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Inernational Business
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Standardization approach
Policy making minimal or no changes ti the marketing mix for the global market place
Must pick products that this would apply to
Multidomestic approach
Policy adapting the marketing mix to suit each country entered
Adpot to local conditions
Globalization approach
Creation of regionally or globally similar marketing mix strategy
Product Strategies
Standardization and adaptation
Factors that encourage standardization
Economies in product R & D
Economies of scale in production
Ecomonies in marketing
Control of marketing programs
"Shrinking" of the world marketplace
Factors encouraging adaptation
Differing use conditions
government and regilatory influences
differing buyer behavior patterns
Local initiative and motivation implermentation
Adherence to the marketing concepts
Positioning
The perception by consumers of a firms' product in relation to competitors' products
Pricing strategy
Standard worldwide pricing
Dual pricing
Cost-plus method
marginal cost method
market differentiated pricing
price escalation
Standard world wide pricing (Pricing strategy)
a price setting strategy based on average unit costs of fixed, variable, and export related costs.
Dual pricing (Pricing strategy)
A price setting startegy in which the export price differes from the domestic price
Cost-Plus method (Pricing strategy)
a pricing policy in which there is a full allocation on foreign and domestic costs to the product
Marginal Cost method (Pricing strategy)
this method considers the direct costs of producing and selling goods for exports as the floor beneath which prices cannot be set
Market differentiated pricing (Pricing strategy)
a price-setting strategy based on market specific demand rather than cost
Price escalation (Pricing strategy
the increase in export prices due to additional marketing costs related specifically to exports
Foreign Marketing Pricing- Gray Marketing
The marketing of authentic legally trademarked goods through unauthorized channels
Transfer price
The pricing of products as sold by a firm to its own subsidaries and affililates
The five determining factors of Foreign Market pricing
1.Corporate objectives
2. costs
3. customer behavior and market conditions
4. Market stucture
5. envirometal constraints
Promational strategies
Media strategy
Creative strategy
Organization of the promational program
Media Strategy (Promational strategies)
strategy applied to the selection of media vehicles and the devolopment of a media source
Global Media (Promational strategies)
media vehicles that have target audiences on at least 3 continents and have a central buying office for placements
Creative Strategy (Promational strategies)
developnemt of the content of a promotional message such as an advertisment, publicity release, sales promotion, or web based promotion
Personal selling
marketing efforts focusing on one on one effortd with customers
Author
kcsmith0301
ID
29745
Card Set
Inernational Business
Description
Exam
Updated
2010-08-13T00:56:02Z
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