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Cshowalter
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Marketing mix
is a set of choices that firm offers to its targets markets. Many firms vary there marketing mix from country to country
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Market segmentation
distinct groups of consumers whose purchasing behavior differss from others in important ways. they can segment in many ways such as (sex, age, income, race)
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retail system
is one in which there are many retailers,none of which has a major share of the market
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Channel length
refers to the number of intermediaries between the producer (or manufactures) and the consumer. if the producer sells directly to the consumer the chancel is very short.
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Channel quality
refers to the expertise, competencies , and skills of established retailers in a nation and there ability to sell and support the product of international business
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Source effects
occurs when the receiver of the message evaluates the message on the basis of status or image of the sender
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country of origin effect
the extent to which the place of manufacturing influences product evaluations.
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Push vs. Pull strategies
- Push- emphasizes personal selling rather than mass media advertising in the promotional mix
- Pull- depends more on mass media advertising to communicate the marketing message to potential consumer
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Global standerdization 551
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Price elastic vs inelastic
- elastic- when a small change in price produces large change in demand
- inelastic- when a large change in price produce a small change in demand
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