International marketing midterm

Topics: Marketing, Marketing research, Trillion Pages: 3 (1359 words) Published: November 1, 2014

Midterm Exam
Question 1
Define ‘international marketing’. The marketer’s task is the same whether applied in Buffalo, New York or Harare, Zimbabwe. Discuss. International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. The statement “The marketer’s task is the same whether applied in Buffalo, New York or Harare, Zimbabwe, “is because the marketing concepts, processes, and principles are universally applicable. Therefore, the business’s goal is to make a profit by promoting, pricing, and distributing products for which there is a market. Question 2

Define the term ‘self-reference criterion’. Then state how it applies to the EuroDisney (Disney Paris) case. The SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions. Unfortunately, EuroDisney did not take cultural dissimilarities and reference criteria into account resulting in their initial poor performance. These factors are in essence foreseeable by extensive research or the ability of Disney advisors to remove themselves and their values from the decision making in the infrastructure of EuroDisney. Question 3

Why should marketers study a country’s history and geography? Marketers should study a country’s history and geography in order to interpret a culture’s behavior and attitudes. Question 4
Describe EITHER the ‘origins of culture’ OR the ‘elements of culture’ for a country of your choice. This country may be the United States if you so choose. The famous elements of Italian culture are its art, music, fashion, and iconic food. Italy was the birthplace of opera and for generations the language of opera was Italian, irrespective of the nationality of the composer. Popular tastes in drama in Italy have long favored comedy; the improvisational style known as the Commedia dell'arte began in Italy...
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