MARK201BB Week 12: Global Marketing Quiz

Course Information

• Course name: MARK201BB Introduction to Marketing
• Week: 12
• Date: November 28th

Today's Agenda

• Chapter 14: The Global Marketplace
• Chapter 15: Sustainable Marketing, Social Responsibility, and Ethics
• In-class Activity (1 credit)
• Final Exam Preparation

Week 12 Evaluation

• Available on Moodle (~ Nov 29 10am)
• Due by Dec 3rd, 5:00 PM
• Failure to complete results in a 2-point deduction

Chapter 14: Learning Objectives

• Define global marketing, and the questions companies must ask in deciding whether and how to go global.
• Explain how companies adapt their marketing strategies and marketing mixes for global markets.

Global Marketing Today

• Rapid expansion of global marketing due to the explosion of global trade, the sales of products and resources from one country sold in another
• Total volume of global trade has grown from about US3.5trillionin1990toaboutUS3.5 trillion in 1990 to about US3.5trillionin1990toaboutUS25 trillion in 2020
• If companies were counted as economies, about half of the world's largest 150 economies would be multinational corporations.

Global Marketing Definitions

• Global marketing: The full process of marketing products and services within and across multiple countries.
• Global company: A company that, by operating in more than one country, gains marketing, production, research and development (R&D), and financial advantages that are not available to purely domestic competitors.

The Global Marketing Process

• Looking at the global marketing environment
• Deciding whether to go global
• Deciding which markets to enter
• Deciding how to enter the market
• Deciding on the global marketing program
• Deciding on the global marketing organization

Deciding on the Global Marketing Program

• Standardized global marketing: Using the same marketing strategy and mix in all of the company's international markets.
• Adapted global marketing: Adjusting the marketing strategy and mix elements to each international target market. Creates more costs and produces a larger market share and return

Chapter 15: Learning Objectives

• Define sustainable marketing and discuss its importance
• Identify the major social criticisms of marketing
• Understand how consumer, societal, and corporate forces drive sustainable marketing strategy
• Understand how to build a sustainable marketing organization

Sustainable Marketing

• The sustainable marketing concept calls for socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company.

Social Criticisms of Marketing

• Hurt individual consumers
• Hurt society as a whole
• Hurt other business firms

High Prices

• Heavily promoted national brands sell for much more than a virtually identical non-branded or store-branded product.

Planned Obsolescence

• Apple was accused of deliberately slowing down older iPhones through software updates to encourage customers to upgrade to newer models

Deceptive Practices

• The Competition Bureau of Canada accused Ticketmaster of deceptive pricing practices in 2019.

Unsafe Products

• Is the soft-drink industry being irresponsible by promoting harmful products in emerging markets, or is it simply serving the wants of consumers while letting them make their own consumption choices?

Marketing's Impact on Individual Consumers

• Poor Service to Lower-Income Consumers. Fresh Routes, a not-for-profit social enterprise, uses retrofitted city buses as mobile grocery stores that bring healthy, fresh, and affordable food into underserved neighborhoods throughout Calgary.

Marketing's Impact on Society

• Cultural Pollution: Critics argue that marketing and advertising create constant sensory and mental intrusions, such as overconsumption.
• Examples: Commercials interrupt serious programs, pages of ads obscure magazines, billboards mar scenic beauty, spam floods email inboxes, flashing ads invade online and mobile screens

Marketing's Impact on Other Businesses

• Competitive Marketing Practices: The European Commission recently fined Google for using its search dominance to unfairly promote its own shopping services over competitors in Google Shopping.

Promotional strategies

• Include methods for communicating adaptation to local markets
• Adapting advertisements to local languages and cultures

Pricing Considerations

• Setting a uniform price globally
• Setting prices according to customers
• Using a standard markup of the company's costs everywhere (applying a consistent percentage increase to the cost of goods or services to determine the selling price)

Whole-Channel View

• Designs international channels by integrating the global supply chain and marketing channel into an effective value delivery network

Marketing's impact on businesses and other practices

• France Sets Minimum Book Delivery Fee in Anti-Amazon Struggle
• A charge aims to provide independent booksellers with a chance against e-commerce firms that use free delivery loopholes

Additional Notes

• Includes a list of books for further study:

  • Yuval Noah Harari's Nexus, The Anxious Generation by Jonathan Haidt
  • Mindset by Carol S. Dweck, Ph.D.
  • Grit by Angela Duckworth

• Contains a set of questions for the user to consider:

  • How many subscription fees do you pay each month?
  • How much money do you spend on delivery each month?
  • In 2024, have you purchased something you didn't like, but never returned?

This quiz covers Chapter 14 and Chapter 15 of MARK201BB, focusing on the global marketplace and sustainable marketing practices. Test your understanding of key concepts, including global marketing strategies and social responsibility in marketing. Prepare for your final exam with essential topics from this week’s agenda.