Chapter 11

Question 1

relationship marketing

Answer 1

connecting with customers through continual transactions and exchanges whereby expectations of customers are me

Question 2

problems with cross border market research (7)

Answer 2

1. language barriers 2. sensitivity of questioning 3. research techniques 4. cultural differences 5. suspicion (people suspicious what happens to info) 6. statistical comparisons (cross-country comparisons) 7. fragmentation (research done by local company across different countries may lack consistency)

Question 3

international marketing

Answer 3

marketing activités that cross national borders - depends on target market and marketing orientation - marketing orientations: production, customer, strategic marketing, sales and social marketing

Question 4

sales orientation

Answer 4

try to sell the same product domestically and in a large number of countries where consumer characteristics are similar

Question 5

social marketing orientation

Answer 5

marketing that helps in promoting the consumers and societies well being

Question 6

cultural affinity zones

Answer 6

segmentation that does not limit to one nation * class of people aged 15 to 20 from Japan, Europe and US have similar values, behaviour and interests

Question 7

branding

Answer 7

• power of the name counts as much as the product - identifies a product or range of products - problems: language/lack of sounds in a language/alphabet

Question 8

consumers perception of product nationality include:

Answer 8

• image of national products compared with imported or international products - national images of generic products - national image of the manufacturing company - image diffused by the brand name

Question 9

effective communication

Answer 9

consumers perceived meaning of a product or service must coincide with the advertisers intended meaning

Question 10

meanign matrix

Answer 10