Global Marketing Communication Strategies
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Questions and Answers

Which of the following statements is true about personal selling in different cultures?

  • Negotiation styles differ significantly across cultures. (correct)
  • American-style persistence is appreciated worldwide.
  • All cultures prefer door-to-door sales as a method.
  • Personal selling is only used in high-wage countries.

Infomercials were initially developed in China for promoting household products.

False (B)

What is a common expectation regarding the duration of establishing a business partnership in Japan?

three or more years

In countries with lower wages, such as ______, large sales forces can be employed for door-to-door selling.

<p>India</p> Signup and view all the answers

Match the following promotional strategies with their characteristics:

<p>Personal Selling = Often involves door-to-door methods. Infomercials = Typically thirty minutes long. Negotiation Styles = Reflect cultural differences. China Shop-A-Vision = Significant growth in TV shopping members.</p> Signup and view all the answers

What do multinational companies like Coca-Cola and McDonald’s use for their global marketing campaigns?

<p>Uniform slogans and images (C)</p> Signup and view all the answers

Most global brands use the same advertising strategies in every country.

<p>False (B)</p> Signup and view all the answers

What is the term for the belief that consumers are similar worldwide due to a global consumer culture?

<p>one world, one voice</p> Signup and view all the answers

Coca-Cola and McDonald’s have successfully used English-based slogans along with __________ in some countries.

<p>local language translations</p> Signup and view all the answers

What do researchers in the localization camp believe about advertising?

<p>Consumers differ from country to country. (A)</p> Signup and view all the answers

Match the advertising approach with its corresponding characteristic:

<p>Thinking = Appeals to logic and intellect Feeling = Appeals to emotion Standardized strategy = Uniform message worldwide Localized strategy = Tailored to specific cultures</p> Signup and view all the answers

A rational approach in marketing relies on emotion to persuade consumers.

<p>False (B)</p> Signup and view all the answers

What is a potential downside of failing to adapt advertising strategies to local cultures?

<p>Blunders may occur.</p> Signup and view all the answers

Which country is noted for having the strongest rational appeals in advertisements?

<p>United States (A)</p> Signup and view all the answers

Emotional approaches in marketing only involve using humor.

<p>False (B)</p> Signup and view all the answers

What is public relations primarily responsible for in a marketing context?

<p>Gauging, creating, and evaluating public opinion about products and brands.</p> Signup and view all the answers

In countries with high illiteracy rates, such as India, marketing messages are often conveyed through ____.

<p>dance, songs, town criers, or gongmen</p> Signup and view all the answers

Match the countries with their primary media for advertising:

<p>United States = Television Germany = Newspapers Japan = Television Taiwan = Print media</p> Signup and view all the answers

In which country are consumers noted to have a fear of embarrassment when using coupons?

<p>Malaysia (B)</p> Signup and view all the answers

Coupons are legal in Germany for both food and non-food items.

<p>False (B)</p> Signup and view all the answers

What type of marketing communication may be especially useful in countries with strict advertising restrictions?

<p>Personal selling</p> Signup and view all the answers

America has a minimum ___-month redemption period required for coupon use.

<p>6</p> Signup and view all the answers

Match the following regions with their approach to emotional and rational appeals:

<p>Taiwan = Emotional for services, rational for goods United States = Rational for both Brazil = Mixed approach Germany = Rational emphasis</p> Signup and view all the answers

What is a common limitation of television advertising in parts of Europe?

<p>Legal restrictions (C)</p> Signup and view all the answers

The use of text-based advertising is widely adopted in less developed countries.

<p>False (B)</p> Signup and view all the answers

What is one alternative method for conveying marketing messages in regions with high illiteracy?

<p>Dance, songs, or town criers</p> Signup and view all the answers

Flashcards

Standardized Global Marketing

A marketing strategy that uses the same message, slogans, and images across all countries.

Localized Global Marketing

Using different marketing messages and visuals depending on the specific culture and country.

Global Consumer Culture

The belief that consumers across the globe share similar values and preferences, making a unified marketing approach effective.

Localization

The idea that consumers in different countries have unique cultural backgrounds and respond differently to marketing.

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Pan-Regional/Global Communication

A communication strategy that uses a central concept with elements that can be customized for individual countries.

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Rational Marketing

A marketing approach that focuses on logical arguments, facts, and information to appeal to the consumer's intellect.

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Emotional Marketing

A marketing approach that uses emotions, feelings, and personal connections to influence consumers.

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Thinking vs. Feeling Culture

A theory that suggests people in different cultures are more likely to be persuaded by either logic or emotion.

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Personal Selling in Emerging Markets

A marketing strategy that uses personal sales interactions to promote products, often employing large local sales forces, particularly in countries with lower wages.

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Cultural Variations in Personal Selling

Differences in cultural norms and communication styles can impact the effectiveness of personal selling tactics across countries.

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Patience in International Sales

The process of building trust and relationships with potential customers in certain cultures can take considerable time, potentially extending over months or even years.

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Infomercials

Thirty-minute long commercial programs that often feature celebrity endorsements and studio audiences, designed to mimic regular talk shows.

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Globalization of Infomercials

The use of infomercials as a marketing strategy varies across countries, with some countries, such as China, actively embracing this format to reach new audiences and promote Western goods.

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Emotional Approach in Marketing

Marketers can use emotional appeals like tugging at heartstrings or using humor to persuade consumers.

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Rational vs. Emotional Persuasion

Individuals can be persuaded by both rational and emotional appeals, but the strength of each dimension varies between people.

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National Differences in Persuasion

Countries differ in their receptiveness to rational and emotional marketing messages. Some are more analytical, while others are more emotional.

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Rational vs. Emotional Appeals in Ads

A study analyzing print ads in different countries showed that the US used more rational appeals, while Taiwan used more emotional appeals.

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Media Consumption Across Countries

Marketing managers need to consider the media consumption patterns of different countries when developing communication strategies.

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Media Preferences by Country

Television is the number one media in the US and Japan, while newspapers are the leading medium in Germany.

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Media Restrictions in Specific Countries

Even when media is accessible, advertising limitations can exist. For example, television advertising is limited in many parts of Europe.

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Text-Based Advertising in Developing Countries

Text-based advertising can be a challenge in less developed countries with high illiteracy rates.

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Public Relations (PR)

Public Relations (PR) is a marketing function responsible for managing public perception of a company, its products, and brands.

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Publicity in Public Relations

PR practitioners aim to generate favorable publicity for a company and its offerings.

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Coupon Regulations Across Countries

Coupon use in marketing can be subject to regulations, with varying rules in different countries.

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Coupon Use in the US and Other Countries

The US is a country where coupon usage is widespread. However, in some countries, coupons are illegal.

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Coupon Use and Cultural Factors

Consumers in Asian countries may avoid coupons due to cultural factors like “saving face” and potential embarrassment.

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Personal Selling in Regulated Markets

Personal selling is a useful marketing tool in countries with strict advertising limitations.

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Side-by-Side Product Comparison in Personal Selling

Personal selling allows for direct comparison of competing products, which can be valuable in countries where product comparisons are limited in advertising.

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Study Notes

Global Marketing Communication Strategies

  • Multinational companies like Coca-Cola and McDonald's often use uniform marketing across the globe (e.g., same slogans, images).
  • This standardizes brand image and creates economies of scale.
  • Success depends on shared global consumer culture.
  • Most companies adapt their strategies by using local celebrities and slogans (e.g., local language translations).

Standardization vs. Localization

  • Standardization (one world, one voice): Assumes global consumers are similarly persuaded by the same message.
  • Localization: Believes consumers differ significantly by country and prefer tailored advertising.
  • Localization reduces blunders from cultural misunderstandings.
  • Adaptation can include a pan-regional concept with adaptable modules for local use.

Thinking vs. Feeling in Marketing

  • Cultural differences influence preference for emotional or rational appeals.
  • "Thinking" (rational) campaigns use logic and consumer needs for information.
  • "Feeling" (emotional) campaigns use emotions (e.g., humor) and appeal to consumer feelings.
  • National differences exist in receptiveness to rational vs. emotional appeals.

Effectiveness of Rational/Emotional Appeal by Country

  • Research (Albers-Miller & Stafford, 1999), analyzed advertising in the US, Taiwan, Mexico, and Brazil.
  • US ads were more rational (quantitatively more content).
  • Taiwan ads were more emotional for services, but not for goods, showcasing national cultural variations.

Communication Media

  • Consumers have access to print (newspapers, magazines) and electronic (TV, radio, internet) media in most countries.
  • Outdoor, transit, and direct mail are also used.
  • Media decisions consider local regulations and media consumption patterns (tv high in US & Japan, newspapers in Germany).
  • Media use in less developed countries (e.g., India) may vary significantly (visual or oral messaging).

Public Relations (PR)

  • PR gauges, creates, and evaluates public opinion toward companies and their products.
  • PR fosters goodwill and understanding across constituencies.
  • PR generates positive publicity.

Promotional Strategies

  • Promotional methods include sales promotions (coupons), personal selling, sponsorships, direct marketing, and infomercials.
  • Coupon use varies globally due to regulations.
  • Coupons can be illegal in some countries, while "saving face" concerns hinder usage in Asian markets.
  • Personal selling can be crucial for product comparisons in countries restricting advertising.
  • Cost-effectiveness allows extensive sales forces in countries with lower wages.
  • Negotiation styles should adapt to cultural norms (persistence can be rude).
  • Infomercials are a US-originated strategy (30-min programs), used in China.

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Description

This quiz explores the strategies used in global marketing communication, focusing on the debate between standardization and localization. It examines how multinational companies adapt their marketing messages to cater to diverse cultural preferences, analyzing the impact of emotional versus rational appeals in various markets.

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