University of Dhaka

Department of Marketing

Submitted to:
Dr. Md. Abul Kalam Azad

Professor

Department of Marketing

University

Submitted by:
Dil Afrooz Khushee

Roll: 114, Section-B

Batch: 22nd

Department of Marketing

University of Dhaka

Date of Submission: August 2020

 Questions from Cases

Chapter- 01

Nike:
1. What are the pros and cons and risks associated with Nikes core marketing strategy?

2. If you were Adidas, how would you compete Nike?

3. How does Nike make its company and products eco-friendlier?

Google
1. With a portfolio as diverse as Google’s, what are the company’s core brand values?

2. What’s next for Google? Is it doing the right thing taking on Microsoft with the concept of
cloud computing

3. What is the success story of Google/

Chapter- 02
Cisco:
1. How is Building a brand in business to business context different from doing so in the
consumer market?

2. Is Cisco’s plan to reach out to consumers a viable one? Why or why not?

3. Does Cisco continue to acquire companies? Why or why not?

Intel:
1. Discuss how Intel changed ingredient marketing history .What did do so well in those Intel
marketing campaigns?
2. Evaluate Intel’s more recent marketing efforts. Did they lose something by dropping the “Intel
inside” tagline or not?

3. How does the company’s brand value continue to grow?

Chapter- 03

Walmart:
1. Evaluate Walmart’s new marketing campaign and tagline.

2. Did company make the right decision by changing the taglines?

3. Walmart does very well when the economy turns sour. How can it protect itself when the
company was in rise?

Intuit:
1. Elaborate on intuits use of customer research .Why did it work so well the company?

2 .Could anything go wrong for intuit now .That is has beaten out Microsoft? Why or Why not?

3. How should intuit gauge the results of this research among younger consumers with mobile
devices?

Chapter-04

Nordstrom:
1. How else can Nordstrom continue to provide exceptional customer service?

2. What are Nordstrom’s greatest risks?

3. Who are Nordstrom’s biggest competitors?

Tesco:
1. What’s next for Tesco?

2. Where and how can it grow?

3. How can Tesco take its customer loyalty programs to the next level?

Chapter-05

Disney:
1. What does Disney do best to connect with its core consumers?
2. What are the risks and benefits of expanding the Disney brand new ways?

3. What is the core strategy of Disney?

IKEA:
1. What are some of the things IKEA is doing right to reach customers?

2. IKEA has essentially changed the way people shop for furniture .Was it run successfully?

3. Discuss the pros and cons of the IKEAs marketing strategies.

Chapter-06

Accenture:
1 .What has Accenture done well to target its B to B audience?

2. How Accenture done the right thing by dropping Tiger Woods as its spokesperson?

3. Discuss the pros and cons of Accenture’s appropriate decision that was made by them.

GE:

1. Discuss the importance of B to B marketing and a strong B to B brand to GE.

2. Have imagination at work, and communicate it with the GE’s main motive.

3 .GE is actual a great company what do you think about this statement?

Chapter-07:
HSBC:
1. What are the risks and benefits of HSBC positioning itself?

2. Does HSBC’s most recent campaign resonate with its target audiences?

3. What was the best decision making was taken by HSBC?

BMW:
1. What are the pros and cons to BMW selection target marketing?

2. BMW’s sales slipped during the worldwide recession in 2008 to 2009.

3. The segmentation process was selective or not?

Chapter-08

Samsung:

1. Why are some of Samsung’s greatest competitive strengths?

2. Samsung’s goal of 400 billion in sales by 2020?

3. What are the Samsung’s future goals?

IBM:
1. Who are IBMs biggest competitors today?

2. What are the pros and cons they are using right now?

3. What are the risks they are facing during the strategy?

Chapter -9

Louis Vuitton:
1. How does and exclusive brand such as Louis Vuitton grow and stay fresh while retaining its
cachet?
2. Is the counterfeiting of Louis Vuitton always a negative?

3. Are there any circumstances where it can be seen as having some positive aspects?

American Express:
1. Evaluate American Express in terms of its competitors.

2. Evaluate American Express’s integration of its various businesses.

3. Discuss the company’s decisions to grow beyond its core affluent customer base.

Chapter-10

Procter and Gamble:

1. P and G’s impressive portfolio includes some of the strongest brand names in the world. What
are some of the challenges and risks associated with being the market leader in so many
categories?

2. with social media becoming increasingly important and fewer people watching traditional
commercials on television. What does P and G need to do to maintain its strong brand images?

3. What risks do you feel P and G face going onward?

McDonalds:
1. What are McDonald’s core brand values?

2. What risks do you feel McDonalds will face going forward?

3. With the economy turning around for better, should McDonalds change its strategy?

Chapter – 11

Caterpillar:
1. What were some of the key steps that led to Caterpillars becoming the industry leader in earth
moving machinery?
2. Discuss Caterpillar s future.

3. What it do next with its product line? Where is the future growth for this company?

Toyota:
1. Why was it able to grow so much bigger than any other auto manufacturer?

2. Has Toyota done the right thing by manufacturing a car brand for everyone?

3. Do Toyota grow quickly as Toyota suggested?

Chapter – 12

The Ritz Carlton:

1. How does the Ritz Carlton match up to competitive hotels?

2. Discuss the importance of the “wow Stories” in customer service for a luxury hotel.

3. How did The Ritz Carlton reinforce its mission?

Mayo Clinic:
1. Explain why Mayo clinic is so good at customer service?

2. Why has it been so successful practicing medicine differently from other hospital?

3. Do conflicts of interest exist between wanting to make patient happy and providing the best
medical care possible?

Chapter :13

EBay:
1. Why has eBay succeeded as an online auction marketplace while so many others have failed?

2. Evaluate eBay’s fee structure.

3. What’s next for eBay? Where will the growth come from?
Southwest Airlines:
1. Why don’t the other airlines copy Southeast’s model?

2. What risks southeast face?

3. Can it continue to thrive as a low cost airline when tough economic times hit?

Chapter :14

Amazon .com:
1. Why has Amazon .com succeeded online when so many other companies have failed?

2. Will the kindle revolutionize the book industry?

3. What’s next for Amazon.com?

Chapter :15

Zara:
1. Would Zara’s model work for other retailers?

2. How is Zara going to expand successfully all over the world with the same level of speed?

3. Zara is doing excellent job, what are the obstacles in the Zara’s path?

Best Buy:
1. What are the keys to best buys success?

2. What are the risks going forward?

3. How else can best buy compete against new competitors?

Chapter – 16

Red Bull:
1. What are the Red Bulls greatest strength and risks as more companies enter the energy drink
category and gain market share?

2. Should Red Bull do more traditional advertising?

3. Discuss the effectiveness of Red Bulls sponsorships.

Target:
1. What has target done well over the years in terms of its integrated marketing communications
strategy?

2. How does Target compete against mammoth Walmart?

3. Did Target do the right thing by tweaking its message to focus more on value or less and
trends?

Chapter :17

Coca Cola:
1. What does Coca cola stand for?

2. Coca Cola has successfully marketed to billions of people around the world. why is it so
successful?

3. Can Pepsi or any other company ever surpass Coca Cola?

Gillette:
1. Gillette has successfully convinced the world that “more is better ‘in terms of number of
blades and other razors. Why has that worked in the past?

2. Can Gillette ever become as successful at marketing to women?

3. Can Gillette done the best job to the marketing planning process?

Chapter: 18
Facebook:
1. Why is Facebook unique in the world of personal marketing?

2. Is just Facebook a passing fed or is it here to stay?

3. Discuss the recent privacy issues that challenged Facebook.

Unilever:
1. What makes personal marketing work?

2. Can personal marketing go far in a company?

3. Is there a conflict of interest in the way Unilever markets to young women and men?

Chapter: 19

Apple:
1. What makes the company so good at innovative?

2. How important was the iPod to Apple current success?

3. What’s next for Apple?

Research in Motion
1. Evaluate research in motion keys to success.

2. Is research in motion still a leader in innovation?

3. Discuss their innovative strategy.

Chapter :20

Nokia:
1. What have been the keys to Nokia?

2. What can Nokia do to gain market share?

3. In the ever changing world of mobile technology, what are the greatest threat to Nokia’s
global presence?

L’Oréal:
1. Who are the L’Oréal greatest competitors?

2. What has been the key to successful local product launches such as Mebelline?

3. What’s next on L’Oréal next level?

Chapter: 21

Starbucks:
1. Do consumers believe Starbucks is a responsible company?

2. How much time should employees focus on them?

3. How do you measure the results of Starbucks socially responsible program?

Virgin Group:
1. How is virgin unique in its quest to be a socially responsible and sustainable company?

2. Discuss the pros and cons of virgin’s green message.

3. If you were Richard Branson, what would you do with Virgins holistic marketing strategy?
 Questions from Chapters

Chapter-01:
1. What is marketing?

Marketing is about identifying and meeting human and social needs. In brief, it means “meeting
needs profitably”

2 .What is marketing management?

Marketing management as the art and science of choosing target markets and getting keeping and
growing customers through creating, delivering and communicating superior customer value.

3 .What is market?

Market is people and various groups of customers.

4 .What is needs?

Needs are the basic requirements such as food, air, water, clothing and shelter.

5 .What is wants?

Wants are shaped by our society. The needs become wants when they are directed to specific
objects that satisfy the needs.

6 .What is demand?

Demands are wants for specific products backed by an ability to pay.

7. What is value proposition?

A set of benefits that satisfy those needs.

8. What is Brand?

A brand is an offering from a known source.

9. What is value?

It is primarily a combination of quality, service and price.

10. What is relationship marketing?

It aims to build mutually satisfying long term-relationships with key constituents in order to earn
and retain their business.

11. What is integrated marketing?

The marketer devises marketing activities and assembles marketing programs to create,
communicate and deliver value for customers.

12. What is performance marketing?

It requires understanding the financial and non-financial returns to business and society from
marketing activities and programs.

Chapter- 02
1. What is value chain?

The value chain as a tool for identifying ways to create more customer value.

2. What is value exploration?

How a company identifies new value opportunities.

3. What is value creation?

How a company efficiently creates more promising new value offerings.

4. What is value delivery?

How a company uses its capabilities and infrastructure to deliver the new value offerings more
efficiently.

5. What is marketing plan?

It is the central instrument for directing and coordinating the marketing effort.

6. What is strategic marketing plan?

It lays out the target markets and the firm’s value proposition, based on analysis of the best
market opportunities.
7. What is tactical marketing plan?

It specifies the marketing tactics including product features, promotion, merchandising, pricing,
sales, and channel service.

8. What is supply chain?

It is a value delivery network.

9. What is market sensing process?

All the activities in gathering and acting upon information about the market.

10. What is the fulfillment management process?

All the activities in receiving and approving orders, shipping goods on time and collecting
payment.

Chapter-03
1. What is MIS?

It consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute,
needed timely and accurate information to marketing decision makers.

2. What is marketing intelligence system?

It is a set of procedures and sources that managers use to obtain everyday information about
developments in the marketing environment.

3. What is fad?

It is Unpredictable, short lived and without social economic and political significance.

4. What is trend?

It is more predictable and durable than a fad; trends reveal the shape of the future and can
provide strategic direction.

5. What is megatrend?
 It is a large social ,economic ,and technological change is slow to form and once in place
,influences us for some time between seven and ten years or longer .

6. What is potential market?

It is the set of consumers with a sufficient level of interest in a market offer.

7. What is available market?

It is the set of consumers who have interest, income and access to a particular offer.

8. What is target market?

It is the part of qualified available market the company decides to pursue.

9 .What penetrated market?

It is the set of consumers who are buying the company’s product.

10. What is Market demand?

It is the total volume that would be bought by a defined customer group in a defined
geographical area in a defined time period in a defined marketing environment under a defined
marketing program.

11. What is Market potential?

It is the limit approached by market demand as industry marketing expenditures approach

infinity for a given marketing environment.

12. What is company demand?

It is the company’s estimated share of market demand at alternative levels of company marketing
effort in a given time period.

Chapter-04
1. What is customer-perceived value?

It is the difference between the prospective customer’s evaluation of all the benefits and all the
costs of an offering and the perceived alternatives.
2. What is total customer benefit?

It is the perceived monetary value of the bundle of economic, functional and psychological
benefits customer expect from a given market offering because of the product, service, people
and image.

3. What is total customer cost?

It is the perceived monetary value of the bundle of costs customers expect to incur in evaluating,
obtaining, using and disposing of the given market offering including monetary, time, energy and
psychological cost.

4. What is customer life time value?

It describes the net present value of the stream of future profits expected over the customer’s
lifetime purchases.

5. What is CRM?

It is the process of carefully managing detailed information about individual customers and all
customers to maximize loyalty.

6. What is marketing funnel?

It identifies the percentage of the potential target market at each stage in the decision process
from merely aware to highly loyal.

7. What is customer database?

It is an organized collection of comprehensive information about individual customers or

prospects that is current, accessible and actionable for lead generation.

8. What is business database?

It contains business customers past purchase, past volumes, prices and profits.

9. What is satisfaction?

It is a person’s feelings of pleasure or disappointment that result from comparing a product’s

perceived performance to expectations.
Chapter-05
1. What is consumer behavior?

It is the study of how individuals, groups and organizations select buy use and dispose of goods,
services, ideas, or experiences, to satisfy their needs and wants.

2. What is culture?

Culture is the fundamental determinant of a person’s wants and behavior.

3. What is subculture?

That provides more specific identification and socialization for their members.

4. What are membership groups?

Groups having a direct influence.

5. What are primary groups?

Groups with whom the persons interacts fairly continuously and informally such as family
friends, neighbors and coworkers.

6. What are Aspirational groups?

Are those a person hopes to join.

7. What are Dissociative groups?

Are those whose values or behavior and individual rejects.

8. What is opinion leader?

It is the person who offers informal advice or information about a specific product or product
category.

9. What is family of orientation?

It consists of parents and siblings.

10. What is family of procreation?

It means spouse and children.

11. What is lifestyle?

It is a person’s pattern of living in the world as expressed in activities, interests and opinions.

12. What is brand personality?

It is the specific mix of human traits that we can attribute on a particular brand.

Chapter-06
1. What is business market?

It consists of all the organizations that acquire goods and service.

2. What is derived demand?

The demand for business goods is ultimately derived from the demand for consumer goods

3. What is inelastic demand?

The total demand for many business goods and services inelastic.

4. What is fluctuating demand?

The demand for business goods and services tends to be more volatile than the demand for
consumer goods and services.

5 .What is buying center?

It consists of all those individuals and groups who participate in the purchasing decision making
process who share some common goals.

6. Who is initiator?

Users or others in the organization who request that something be purchased.

7. Who is influencer?

People who influence the buying decision

8. Who is decider?
People who decide on product requirement or on suppliers.

Chapter-07
1. What is geographic segmentation?

It divides the market into geographical units such as nations, states, regions, countries, cities and
neighborhoods.

2. What is demographic segmentation?

It divides the market on variable such as age, family, income, family life cycle, income,
occupation.

3. What is Gender?

Men and women have different attitudes and behave differently, based partly on genetic makeup
and partly on socialization.

4. What is psychographic segmentation?

It is the science of using psychology and demographics to better understands consumer.

5. What is behavioral segmentation?

It is when marketers divide buyers into groups on the basis of their knowledge of, attitude
toward, use of or response to a product.

6. What are hard -core loyals?

Consumers who buy only one brand all the time.

7. What are split loyals?

Consumers who are loyal to two or three brands.

8. What are shifting loyals?

Consumers who shift loyalty from one brand to another.

9. What are switchers?

Consumers who show no loyalty to any brand.

Chapter-08
1. Who is a responsive marketer?

A responsive marketer finds a stated need and fills it.

2. Who is an anticipative marketer?

An anticipative marketer looks ahead to needs customers may have in the near future.

3. Who is a creative marketer?

A creative marker discovers solutions customers did not ask for but to which they
enthusiastically respond.

4. What is proactive marketing?

When companies proactively shape the market to their own interests and create new offers to
serve unmet and unknown consumer needs, is known as proactive marketing.

5. What is defensive marketing?

The aim of defensive strategy is to reduce the probability of attack, divert attacks to less
-threatened area and lessen their intensity.

6. What is position defense?

Position defense means occupying the most desirable market space in the consumers mind
.making the brand almost impregnable.

7. What is flank defense?

The market leader should erect outpost to protect a weak front or support a possible counter

Attack.

8. What is preemptive defense?

A more aggressive maneuver is to attack first, perhaps with guerrilla action across the market
.hitting one competitor here or another there.

9. What is counteroffensive defense?

The market leader can meet the attacker frontally and hits its flank, or launch a pincer movement

10. What is mobile defense?

The leader stretches its domain over new territories through market broadening and market
diversification.

11. What is product life cycle?

Most product life cycle curves are portrayed as bell shaped. This curve is typically divided into
four stages introduction, growth, maturity, and decline.

Chapter-09
1. What is positioning?

It is the act of designing a company’s offering and image to occupy a distinctive place in the
minds of the target market.

2. What is competitive frame of reference?

It defines which other brands a brand competes with and therefore which brands should be the
focus of competitive analysis.

3. What is category membership?

The products or set of products with which a brand competes and which function as close
substitutes.

4. What is Points of parity?

POP are attribute or benefit associations that are necessarily unique to the brand but may in fact
be shared with other brands.

5. What are points of difference?

There is a zone of tolerance or acceptance with points of difference

6. What is brand mantra?

A brand mantra is an articulation of the heart and soul of the brand .and is closely related to other
branding concepts.

7. What is competitive advantage?

It is a company’s ability to perform in one or more ways that competitor cannot or will not
match.

8. What is cultural branding?

For companies to build iconic, leaderships brands, they must assemble knowledge, strategic
according to cultural branding principles

Chapter-10
1. What is brand equity?

Branding has been around for centuries as a means to distinguish the goods of one product from
those of another

2. What is brand?

A name, term, sign, symbol

3. What is branding?

It is endowing products and services with the power of brand

4. What is customer based brand equity?

It is thus the deferential effect brand knowledge has on consumer response to the marketing of
that brand.

5 .What is internal branding?

It consists of activities and process that help inform and inspire employees about brands.

6 .What is brand audit?

It is a consumer based series of procedures to assess the health of the brand

7. What is Internal branding?

It consists of activities and processes that help inform and inspire employees about brands.

8. What is brand valuation?

It is the job of estimating the total financial value of the brand.

9. What is brand community?

It is a specialized community of consumers and employees whose identification and activities

focus around the brand.

Chapter-11
1. What is core benefit?

The fundamental level is core benefit.

2. What is expected product?

A set of attributes and conditions buyers expect when they purchase this product.

3. What is augmented product?

Product that exceeds customer expectations.

4. What is consumption system?

The way the users perform the tasks of getting and using products and related services.

5. What are nondurable goods?

That is tangible goods normally consumed in one or a few uses such as soft drinks and shampoo

6. What are durable goods?

That is tangible goods that normally survive many users

7. What is service?
That is intangible, inseparable, variable and perishable products that normally require more
quality control .credibility and adaptability

8. What are convenience goods?

Frequently, immediately and with minimal effort

9. What is shopping goods?

Those the consumer characteristically compares on such bases as suitability, quality, price and
style

10. What are specialty goods?

Goods which have unique characteristics or brand identification for which enough buyers are
willing to make a special marketing effort

Chapter: 12
1: What is pure tangible goods?

A tangible good such as soap, toothpaste, or salt with no accompanying service

2: What is external marketing?

Describes the normal work of preparing, pricing, distributing, and promoting the service to
customers

3: What is interactive marketing?

Describes the employee’s skill in serving the client

4: What is strategic concept?

The course of action accepted as the result of the estimate of the strategic situation.

5: What is post sale service strategy?

The quality of customer service departments varies greatly.

Chapter: 13
1. What is price sensitivity?

The demand curves show the markets probable purchase quantity at alternative prices

2. What is price elasticity of demand?

Marketers need to know how responsive, or elastic, demand is to change in price.

3. What is variable price?

Costs vary directly with the level of production

4. What is total cost?

Consists of the sum of the fixed and variable costs for any given level of production

5. What is average costs?

It is the cost per unit at that level of production, it equal total costs divided by production

6. What is markup pricing?

The most elementary pricing method is to add a standard markup to the products costs.

7. What is target return pricing?

The firm determines the price that yields its target price its target rate of return on investment

8. What is perceived value?

An increasing a number of companies now base their price on the customers perceived values.

9. What is everyday low pricing?

A retailer that holds to an EDLP pricing policy charges a constant low price with little or no
price promotions and special sales.

10. What is high-low pricing?

The retailer charges higher prices on an everyday basis but runs frequent promotions with prices
temporarily lower than the EDLP level.

Chapter: 14
1. What is marketing channel system?

It is the particular set of a marketing channels a firm employ, and decisions about it are among
the most critical one’s management faces

2. What is push strategy?

Uses the manufactures sales force, trade promotion money, or other means to induce
intermediates to carry

3. What is pull strategy?

The manufacture uses advertising, promotion and others forms of communication to persuade
consumers to demand the product from intermediaries

4. What is hybrid channels?

Occurs when a single firm uses two or more marketing channels to reach customers segments

5. What is value network?

A system of partnerships and alliances that a firms creates to source, augment and deliver its
offerings

6. What is zero level channel?

It consists of a manufacturer selling directly to the final customers.

7. What is exclusive distribution?

Limiting the number of intermediaries

8. What is selective distribution?

Relies on only some of the intermediaries willing to carry a particular product

9. What is Intensive distribution?

It places the goods or services in as many outlets as possible.

Chapter: 15
1. What is retailing?

Includes all the activities in selling goods or services directly to final consumers or personal,
nonbusiness use

2. What is direct selling?

Also called multilevel selling and network marketing

3. What is direct marketing?

Has roots in direct mail and catalog marketing

4. What is automatic vending?

Offers a variety of merchandise, including impulse goods such as soft drinks, coffee candy
newspapers

5. What is buying service?

It is a store less retailer serving a specific clientele

6. What is private label brand?

It is a brand that retailers and wholesalers develop

7. What is wholesaling?

Includes all the activities in selling goods and services to those who buy for resale or business
use

8. What is market logistics?

Includes planning the infrastructure to meet demand, then implementing and controlling the
physical flows of materials and final goods from points of origin to points of use.

9. Who is specialist buyers?

They are called merchandise managers who are responsible for developing assortments and
listening to salesperson’s presentations.

Chapter: 16
1. What is advertising?

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by and
identified sponsor via print media

2. What is sales promotion?

A verity of short form incentives to encourage trial or purchase of a product or service including
consumer promotions

3. What is public relations?

A variety of programs directed internally to employees of the company or externally to

consumer’s other firms

4. What is direct marketing?

Use of mail, telephone, fax, email, or intern ate to communicate directly with or solicited
response or dialogue from specific customers and prospects

5. What is interactive marketing?

Online activities and programs designed to engage customers or prospects or directly or

indirectly raise awareness

6. What is word of mouth marketing?

People to people oral, written or electronic communications that relate to the merits or
experiences of purchasing or using products or services

7. What is personal selling?

Face to face interaction with one or more prospective purchasers for the purpose of making
presentations, answering questions and procuring orders

8. What is informational appeal?

An informational appeal elaborates on product or service attributes or benefits.

Chapter: 17
1. What is informative advertising?

Aims to create brand awareness and knowledge of new products or new features of existing
products

2. What is persuasive advertising?

Aims to create liking, preference, conviction, and purchase of a product or service

3. What is remainder advertising?

Aims to stimulate repeat purchase of products and services

4. What is reinforcement advertising?

Aims to convince current purchasers that they make the right choice

5. What is sales research effect?

What sales are generated by an ad that increases brand awareness.

6. What is an advertising objective?

It is a specific communication task and achievement level to be accomplished with a specific

audience in a specific period of time.

Chapter: 18
1. What is catalog marketing?

In catalog marketing, companies may send full line merchandise catalogs, special consumer’s
catalogs .and business catalogs.

2. What is telemarketing?

It is the use of telephone and call centers to attract prospects, sell to existing customers and
provide service by taking orders

3. What is search ads?

A hot grow area in interactive marketing is pain search or pay per click ads, which now account
for roughly half of all online ad spending

4. What is direct mail?

It means sending an offer, announcement, reminder and other item to an individual customer.

5. What is direct marketing?

It is the use of consumer direct channels to reach and deliver goods and services to customers
without using marketing middleman.

Chapter: 19
1. What is cross functional teams?

Most progressive company have assigned new product development to venture team, cross
functional groups charged with developing a specific product or business

2. What is simulated test marketing?

Thirty to 40 qualified shoppers are asked about brand familiarity and preferences in a specific
product category

3. What is test markets?

The ultimate way to test a new consumer product is to put it into full blown test markets

4. Who is innovators?

Are technology enthusiasts

5. Who is early adopters?

Are opinion leaders

6. Who are early majority?

Are deliberate pragmatists

7. Who are late majority?

Are skeptical conservative

8. Who are laggards?

Are tradition bound and resist the innovation

Chapter: 20
1. What is global industry?

Competitors major strategic position in geographic and national are affected by overall global
position

2. What is global firm?

Operates in more than one country captures R and D, production, logistical, marketing

3. What is Joint venture?

Foreign investors have often join local investors in a joint venture company in which they share
ownership and control

4. What is direct investment?

The ultimate form of foreign involvement in direct ownership: the foreign company can buy part
or full interest in a local company

5. What is straight extension?

Introduces the product in the foreign market without any change

6. What is product adaptation?

Alters the product to meet local conditions and preferences

7. What is gray market?

Many multinationals are plagued by the gray market, which divert branded product from
authorized distribution

8. What is licensing?
It is a simple way to engage in international marketing.

9. What is product adaptation?

Product adaptation alters the product to meet local conditions or preferences.

Chapter: 21
1. What is internal marketing?

Internal marketing requires that everyone in the organization accept the concepts and goals of
marketing and engage in choosing, pricing, and communicating customer value.

2. What is cause related marketing?

Links the firm’s contributions to a designated cause to customers engaging directly or indirectly
in revenue producing transactions with the firm.

3. What is social marketing?

By nonprofit or government organizations furthers a cause, such as say no to drugs. Or exercise

more and eat better

4. What is marketing implementation?

It is the process that turns marketing plan into action assignments and ensures they accomplish
that plan stated objectives

5. What is marketing audit?

It is a comprehensive, systematic, independent, and periodic examination of a company business

units marketing environment, objective, strategies.

6. What is brand -asset management team?

It consists of key representatives from functions that affect the brand’s performance.

7. What is sustainability?

The ability to meet humanity’s needs without harming future generation.