MCS 4600 Study Guide - Midterm Guide: Market Segmentation, Confucianism, Marketing Week

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 4600
• Professor: Lefa Teng

Document Summary

Economic factors: exchange rates, interest rates, purchasing power parity, monetary liquidity, foreign direct investment, foreign trade. Politico-cultural factors: ethnic identity, national loyalty, group aggressiveness, religious beliefs, political structure. Product markets in which local consumers have preferences and functional requirements widely different from one another"s and others" elsewhere: categories include products and services like foods, drinks, clothing. Consider marketing plan for each foreign market: marketing mix- product, price, promotion, and distribution. No direct fm -> infrequent fm -> regular fm -> im -> global marketing. Elements of culture for im: values, beliefs, and attitudes, cultural values, rituals, symbols, spirituality. Individualism vs. collectivism: in collective society, identity and worth of individual is rooted in the social system. High vs. low power distance: high power distance societies tend to be less egalitarian. Low power distance is exhibited through democratic countries. Masculine vs. feminine: degree to which culture is dominated by assertive males, rather than nurturing females through their values.