Topic 2 Definitions

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1

International Marketing

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.

2

Export Marketing

The firm markets its goods and/or services across national/political boundaries.

3

Multinational Marketing

The marketing activities of an organization include interest, or operations in more than one country, and where there is some kind of influence or control of marketing activities from outside the country in which the goods or services will actually be sold.

4

Global Marketing

The entire organization focuses on the selection and exploration of global marketing opportunities and marshals resources around the globe with the objective of achieving a global competitive advantage.

5

Exporting

A simple and low risk-approach to entering foreign markets.

6

Indirect Exporting

This is a common practice among firms that are just beginning their exporting. Sales, whether foreign or domestic, are treated as domestic sales.

7

Semi-Direct Exporting

An American exporter usually initiates the contact through agents, merchant middlemen, or other manufactures in the U.S. This type of exporting can be handled in a variety of ways: A combination export manager, the manufacturer’s export agent (MEA), and Webb-Pomerene Export Association.

8

Direct Exporting

The means of entry into a foreign market, the manufacturer establishes an export department to sell directly to foreign films.

9

Ethnocentrism

The notion that one’s own culture or company knows best how to do things.

10

Global Awareness

An understanding of how environmental, social, cultural, economic and political factors impact the world.

11

Global Marketer

The process of adjusting the marketing strategies of your company to adapt to the conditions of other countries.

12

Marketing

A tool used by companies, organizations, and people to shape our perceptions and persuade us to change our behavior.

13

Globalization

The process by which businesses or other organizations develop international influence or start operating on an international scale.

14

Market Saturation

The point at which a market is no longer generating new demand for a firm's products, due to competition, decreased need, obsolescence, or some other factor.

15

Self-Reference Criterion (SRC)

An unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.