INTB 3354 Chapter 14: Marketing Internationally

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1

Total product

What the customer buys, including the physical product, brand name, accessories, after-sales service, warranty, instructions for use, company image, and package

2

Promotion

Any form of communication between a firm and its publics

3

Advertising

Paid, nonpersonal presentation of ideas, goods, or services by an identified sponsor

4

Programmed-management approach

A middle-ground advertising strategy between globally standardized and entirely local programs

5

Sales promotion

Any of various selling aids, including displays, premiums, contests, and gifts

6

Public relations

Various methods of communicating with the firm's publics to secure a favorable impression

7

Foreign national pricing

Local pricing in another country

8

International pricing

Setting prices of goods for export for both unrelated and related firms

9

Transfer price

Intracorporate price, or the price of a good or service sold by one affiliate to another, the home office to an affiliate, or vice versa