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MKT 434
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1. International Marketing activities performed across national borders Managing the marketing
Marketing mix under different cultural, legal, political, and economic environments
2. Why internation- - Customer needs, competition, regulation, channels, and market conditions vary
al marketing is dif- across countries.
ferent
- A strategy that works domestically may fail abroad if local conditions are ignored.
3. Controllable vs. - Controllable: Product, Price, Promotion, Place / Distribution.
uncontrollable - Uncontrollable: Culture, Competition, Political/Legal, Economy, Technology, Ge-
factors ography, Infrastructure, channel structure.
4. Standardization - Standardization = same product/message globally; lower cost and stronger
vs. Adaptation consistency.
- Adaptation = customized by market; better local fit but more complexity and cost.
5. Driving vs. re- - Driving: technology, communication improvements, trade agreements, global
straining forces demand trends, growth opportunities.
- Restraining: cultural barriers, legal/trade barriers, infrastructure gaps, nontrans-
ferable brand meaning, cost constraints.
6. Stages of inter- - Firms often internationalize gradually rather than all at once.
national involve-
ment - Common pattern: unplanned foreign orders -> regular exporting -> deeper
foreign commitment.
7. EPRG orienta- - Ethnocentric: home-country logic dominates.
tions
- Polycentric: each country treated as unique.
- Regiocentric: strategy organized by region.
- Geocentric: world treated as one integrated market with selective adaptation.
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8. Framework habit Always ask: what should stay global, what must be adapted, and why?
9. Hofstede's 6 di- - Power Distance
mensions - Individualism/Collectivism
- Masculinity / Femininity
- Uncertainty Avoidance
- Long-Term / Short-Term Orientation
- Indulgence / Restrain.
10. Individualism vs. - Individualist markets respond to self-expression, personal benefit, and standing
Collectivism out. Collectivist markets respond to belonging, family benefit, group harmony, and
social proof.
11. High-context vs. - High-context: meaning carried through tone, symbolism, relationship, and indi-
low-context com- rect cues.
munication - Low-context: meaning carried more explicitly through words and direct claims.
12. Language and - Translation alone is not enough; idioms, gestures, silence, eye contact, and
nonverbal com- personal space differ across cultures.
munication - A message can be technically correct but culturally wrong.
13. Religion and cul- - Can shape diet, modesty, acceptable imagery, holiday timing, gender interaction,
tural practice and purchase meaning.
14. Glocalization - Keep core brand identity global while adapting execution to local culture.
- Classic logic: same brand, different menu, flavor, ad appeal, or packaging.
15. Cultural Intelli- - CQ Drive = motivation.
gence (CQ) - CQ Knowledge = understanding systems, values, and norms.
- CQ Strategy = planning and adjustment.
- CQ Action = behavior flexibility.
16.
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Key framework - When analyzing a culture question, name the cultural dimension first and then
overview explain the marketing implication.
17. Culture - Shared values, beliefs, customs, and behaviors.
- Learned, shared, dynamic, and deeply influential on consumer behavior and
message interpretation.
18. Political systems - Democracy, Authoritarian, Theocracy, Mixed / Hybrid.
- These shape stability, predictability, acceptable products, and marketing con-
straints.
19. Government poli- - Tariffs and trade barriers
cies that affect - Trade agreements
marketing - FDI restrictions and local ownership rules
- Data localization and state competition.
20. Economic nation- - Government policy and consumer sentiment that favor domestic firms over
alism foreign firms.
- Can force local manufacturing, sourcing, partnership, or adapted legitima-
cy-building.
21. Political risk - Macro risk = affects all firms in the market.
- Micro risk = affects a specific firm or industry.
- Regulatory reversal = rules change after entry.
22. Legal systems - Common law = stronger role for precedent.
- Civil law = stronger role for written code.
- Religious law = commerce shaped by faith-based legal principles.
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MKT 434 Practice
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MKT 434
Study online at https://quizlet.com/_jjxp8o
1. International Marketing activities performed across national borders Managing the marketing
Marketing mix under different cultural, legal, political, and economic environments
2. Why internation- - Customer needs, competition, regulation, channels, and market conditions vary
al marketing is dif- across countries.
ferent
- A strategy that works domestically may fail abroad if local conditions are ignored.
3. Controllable vs. - Controllable: Product, Price, Promotion, Place / Distribution.
uncontrollable - Uncontrollable: Culture, Competition, Political/Legal, Economy, Technology, Ge-
factors ography, Infrastructure, channel structure.
4. Standardization - Standardization = same product/message globally; lower cost and stronger
vs. Adaptation consistency.
- Adaptation = customized by market; better local fit but more complexity and cost.
5. Driving vs. re- - Driving: technology, communication improvements, trade agreements, global
straining forces demand trends, growth opportunities.
- Restraining: cultural barriers, legal/trade barriers, infrastructure gaps, nontrans-
ferable brand meaning, cost constraints.
6. Stages of inter- - Firms often internationalize gradually rather than all at once.
national involve-
ment - Common pattern: unplanned foreign orders -> regular exporting -> deeper
foreign commitment.
7. EPRG orienta- - Ethnocentric: home-country logic dominates.
tions
- Polycentric: each country treated as unique.
- Regiocentric: strategy organized by region.
- Geocentric: world treated as one integrated market with selective adaptation.
https://www.stuvia.com/user/edupac https://www.stuvia.com/user/edupac MKT 434 Practice Questions and Answers
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MKT 434
Study online at https://quizlet.com/_jjxp8o
8. Framework habit Always ask: what should stay global, what must be adapted, and why?
9. Hofstede's 6 di- - Power Distance
mensions - Individualism/Collectivism
- Masculinity / Femininity
- Uncertainty Avoidance
- Long-Term / Short-Term Orientation
- Indulgence / Restrain.
10. Individualism vs. - Individualist markets respond to self-expression, personal benefit, and standing
Collectivism out. Collectivist markets respond to belonging, family benefit, group harmony, and
social proof.
11. High-context vs. - High-context: meaning carried through tone, symbolism, relationship, and indi-
low-context com- rect cues.
munication - Low-context: meaning carried more explicitly through words and direct claims.
12. Language and - Translation alone is not enough; idioms, gestures, silence, eye contact, and
nonverbal com- personal space differ across cultures.
munication - A message can be technically correct but culturally wrong.
13. Religion and cul- - Can shape diet, modesty, acceptable imagery, holiday timing, gender interaction,
tural practice and purchase meaning.
14. Glocalization - Keep core brand identity global while adapting execution to local culture.
- Classic logic: same brand, different menu, flavor, ad appeal, or packaging.
15. Cultural Intelli- - CQ Drive = motivation.
gence (CQ) - CQ Knowledge = understanding systems, values, and norms.
- CQ Strategy = planning and adjustment.
- CQ Action = behavior flexibility.
16.
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MKT 434
Study online at https://quizlet.com/_jjxp8o
Key framework - When analyzing a culture question, name the cultural dimension first and then
overview explain the marketing implication.
17. Culture - Shared values, beliefs, customs, and behaviors.
- Learned, shared, dynamic, and deeply influential on consumer behavior and
message interpretation.
18. Political systems - Democracy, Authoritarian, Theocracy, Mixed / Hybrid.
- These shape stability, predictability, acceptable products, and marketing con-
straints.
19. Government poli- - Tariffs and trade barriers
cies that affect - Trade agreements
marketing - FDI restrictions and local ownership rules
- Data localization and state competition.
20. Economic nation- - Government policy and consumer sentiment that favor domestic firms over
alism foreign firms.
- Can force local manufacturing, sourcing, partnership, or adapted legitima-
cy-building.
21. Political risk - Macro risk = affects all firms in the market.
- Micro risk = affects a specific firm or industry.
- Regulatory reversal = rules change after entry.
22. Legal systems - Common law = stronger role for precedent.
- Civil law = stronger role for written code.
- Religious law = commerce shaped by faith-based legal principles.
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