Global Marketing
Global Marketing Test Bank
This review page is divided into three sections: major models and frameworks, sample questions, and case analysis. No additional modifications will be made.
MAJOR MODELS AND FRAMEWORKS :
We have covered several major models and analytical frameworks during this course that enable you to analyze a situation in making marketing-related decisions.
1. Changes in consumer buying and usage habits in recessionary conditions (p. 93)
2. ABCD Model (p. 108): consumer access, buying, consumption, disposal as a framework to organize the examination of the various aspects of consumer response. Built on industrial models of B2B.
3. Drivers Model (p. 254): organizes a four-component model of various major factors that affect a business's strategies
4. Opportunity Matrix (p. 286): allows the company to compare perceived level of political risk and perceived level of opportunity in a destination market.
5. Types of Tariffs (p. 151)
6. Segmentation (p. 219) - grouping of consumers based on factors meaningful to our business.
7. Positioning (p. 235, 236, 240): Definition, gap analysis, types, use of positioning
8. Market Entry Flowchart (p. 283, 288) - a systematic analysis
9. Market Entry Table (p. 309) - why are certain methods chosen?
10. Analytical product models, comparative analysis of attributes (p. 357, 363): taste tests, product concept tests, conjoint analysis, analogy - these are methods from new product development that allow us to analyze consumer reactions to various product attributes
11. Product standardization, adaptation - in creating a global brand, when and what can be standardized? What can and should be adapted? Sanex case example
12. Branding and Country of Origin Effects (p. 404) - what types of brand emphasis can be given? What attributes of a brand contribute to the brand image?
13. Pricing (425, 435, 478): euro
14. Communications: model, adaptations - we examine the specific encoding that is
This review page is divided into three sections: major models and frameworks, sample questions, and case analysis. No additional modifications will be made.
MAJOR MODELS AND FRAMEWORKS :
We have covered several major models and analytical frameworks during this course that enable you to analyze a situation in making marketing-related decisions.
1. Changes in consumer buying and usage habits in recessionary conditions (p. 93)
2. ABCD Model (p. 108): consumer access, buying, consumption, disposal as a framework to organize the examination of the various aspects of consumer response. Built on industrial models of B2B.
3. Drivers Model (p. 254): organizes a four-component model of various major factors that affect a business's strategies
4. Opportunity Matrix (p. 286): allows the company to compare perceived level of political risk and perceived level of opportunity in a destination market.
5. Types of Tariffs (p. 151)
6. Segmentation (p. 219) - grouping of consumers based on factors meaningful to our business.
7. Positioning (p. 235, 236, 240): Definition, gap analysis, types, use of positioning
8. Market Entry Flowchart (p. 283, 288) - a systematic analysis
9. Market Entry Table (p. 309) - why are certain methods chosen?
10. Analytical product models, comparative analysis of attributes (p. 357, 363): taste tests, product concept tests, conjoint analysis, analogy - these are methods from new product development that allow us to analyze consumer reactions to various product attributes
11. Product standardization, adaptation - in creating a global brand, when and what can be standardized? What can and should be adapted? Sanex case example
12. Branding and Country of Origin Effects (p. 404) - what types of brand emphasis can be given? What attributes of a brand contribute to the brand image?
13. Pricing (425, 435, 478): euro
14. Communications: model, adaptations - we examine the specific encoding that is