Gccp Guides d'étude, Notes de cours & Résumés

Product, Place, Price, Promotion - answer-4 P's of marketing Functional, Economic, Experiential, Social (FEES) - answer-4 types of customer value Economic value - answer-Total cost of ownership/life cycle cost Functional value - answer-Value from product features or functional benefits Experiential value - answer-The intangible value customers derive from the experience of purchasing a product or service Social value - answer-Value derived from interactions with family, friends, ...

Global Market Segmentation - answer-the process of identifying specific segments of potential customers with homogeneous attributes who are likely to exhibit similar buying behavior irrespective of their countries of residence Targeting - answer-The process of evaluating market segments and focusing marketing efforts on a country, region, or group of people. Positioning - answer-The act of differentiating a product or brand in the minds of customers or prospects relative to competing produ...

Global Reach - answer-international penetration of U.S. and other companies intra-firm trade - answer-MNCs managing international trade flow within themselves. Domestic Marketing - answer--domestic focus. -ethnocentric -products developed for home country customers -decisions made at headquarters Ethnocentrism - answer--a predisposition of a firm to be predominantly unconcerned with its viability worldwide and to think of its legitimacy only in its home country. -the feeling of on...

What is the primary motive for market segmentation? - answer-Variation in customer needs When it comes to market segmentation, what will most companies do? - answer-Most companies will identify and target the most attractive market segments that they can effectively serve. In global marketing, why does market segmentation become especially critical? - answer-because of wide divergence in cross-border consumer needs and lifestyles. What does management need to do once it has chosen its m...

Dossier CPAP