MARK201BB Week 12: Global Marketing Quiz

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Questions and Answers

What is "global marketing"?

The full process of marketing products and services within and across multiple countries.

What is a "global company"?

A company that, operating in more than one country, gains marketing, production, research and development (R&D), and financial advantages not available to purely domestic competitors.

What are the two global marketing strategies mentioned in the document?

Domestic and Foreign Global Marketing

Focused and Distributed Global Marketing

Standardized and Adapted Global Marketing (correct)

Globalised and Regional Global Marketing

How do companies often try to adapt their products and marketing when going global?

Companies can adapt their products by modifying them to fit local conditions or preferences. Advertising messages can also be tailored to local markets while adapting to media availability and regulations. Signup and view all the answers

To compete in emerging economies, Samsung developed its Galaxy A line with high-end features.

False Signup and view all the answers

What is the key characteristic of a "whole-channel view" in global marketing?

It involves integrating the global supply chain and marketing channel into an effective value delivery network. Signup and view all the answers

What are two key links highlighted in the whole-channel view diagram?

The international seller and the final user or buyer. Signup and view all the answers

What is the core message of the text when referring to "sustainable marketing?"

The sustainable marketing concept emphasizes socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company. Signup and view all the answers

What are some common social criticisms levelled against marketing?

Critics argue that certain marketing practices hurt individual consumers, society as a whole, and other business firms. Signup and view all the answers

Explain the concept of "planned obsolescence."

Planned obsolescence involves the deliberate design of products to become obsolete quickly, encouraging consumers to upgrade to newer models. Signup and view all the answers

Which of these examples is NOT considered a "cultural pollution" issue by critics of marketing?

Social media posts encouraging healthy eating habits. Signup and view all the answers

What is the main argument made by critics regarding the impact of marketing on individual consumers?

Critics argue that consumers may experience poor service, particularly those from lower-income communities, while also highlighting the increasing number of food-insecure households in certain countries. Signup and view all the answers

What is the main argument made by critics regarding the impact of marketing on society?

Critics argue that marketing and advertising can contribute to "cultural pollution" through constant sensory and mental intrusions, often promoting materialistic values and contributing to overconsumption. Signup and view all the answers

What is consumerism, and what is its primary goal?

Consumerism, an organized movement of citizens and government agencies, aims to improve the rights and power of buyers in relation to sellers. Signup and view all the answers

What is environmentalism, and what is its primary goal?

Environmentalism, an organized movement, seeks to protect and improve the environment by advocating for responsible consumption and minimizing negative impacts. Signup and view all the answers

What is the main goal of "environmental sustainability"?

Environmental sustainability aims to balance environmental protection with profitability. Signup and view all the answers

Which of these statements is NOT a business action aimed at achieving sustainable marketing?

Increase marketing spending to boost product sales. Signup and view all the answers

What does a "closed-loop value chain" refer to in relation to sustainable marketing?

It refers to a system where materials and products are reused, recycled, or repurposed at the end of their lifecycle. Signup and view all the answers

What are the five sustainable marketing principles that should guide companies?

The five principles are: 1) market with ethics, 2) be consumer-centric, 3) build long-term customer value, 4) embrace a sense of mission, and 5) do no harm. Signup and view all the answers

What is the goal when applying the "do no harm" sustainable marketing principle?

The goal is to create desirable products that provide both immediate customer satisfaction and long-term benefits. Signup and view all the answers

Study Notes

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.

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?

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Description

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.