International Marketing (AQA A Level Business): Flashcards
Exam code: 7132
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Define international marketing.
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Cards in this collection (23)
Define international marketing.
International marketing refers to the activities a business undertakes to promote and sell its products in markets outside its home country.
How does international marketing help a business spread risk?
Operating in multiple markets means a downturn in one country can be offset by stronger performance in another.
A product in the decline stage in its home market may still be in the growth stage abroad, so international marketing can extend the ________________.
A product in the decline stage in its home market may still be in the growth stage abroad, so international marketing can extend the product life cycle.
How can selling in many markets reduce costs?
Producing for multiple markets increases total output, which can reduce the cost per unit through economies of scale. This improves efficiency and profit margins.
True or False?
Entering an emerging market after competitors have arrived gives a business the strongest position.
False.
A business that enters a growing market early gains a first-mover advantage. It can establish brand loyalty, build distribution networks and shape customer expectations before rivals arrive.
Why are language barriers a challenge in international marketing?
Translation involves more than converting words, because tone, connotation and meaning can be lost or distorted. Brand names or slogans that work in English may have unfortunate meanings in other languages.
How can legal and regulatory differences create challenges for international marketing?
Each country has its own rules on advertising, data protection, product labelling and pricing. A campaign that is legal in the UK may be prohibited elsewhere, and labels may need to be in the local language.
Consumers in different countries have very different levels of income and ______________, which affects which price points are viable.
Consumers in different countries have very different levels of income and purchasing power, which affects which price points are viable.
How can political decisions create obstacles to international marketing?
Political decisions can introduce tariffs, customs checks and regulatory requirements, as Brexit did for UK businesses selling into the EU. Trade disputes can also disrupt supply chains and make pricing unpredictable.
Why can a UK business not simply copy its digital marketing strategy when entering China?
Instagram, Facebook and Google are blocked in China, where platforms such as WeChat, Weibo and Douyin dominate. The business must build an entirely different presence on different platforms.
True or False?
Established local businesses often have advantages over large international businesses entering their market.
True.
Local businesses often have deeper cultural understanding, existing customer loyalty, stronger distribution relationships and a lower-cost base.
Define standardisation in international marketing.
Standardisation involves keeping the same product, branding and messaging globally. It is cheaper and delivers a consistent brand identity.
Define adaptation in international marketing.
Adaptation means tailoring the marketing mix to each local market. It is more expensive but can deliver significantly better results where cultural, economic or legal differences are significant.
What mixed approach do most businesses take to the marketing mix when entering international markets?
Most businesses standardise some elements to save cost and keep a consistent brand identity. They adapt others where cultural, economic or legal differences make this necessary.
True or False?
A food product may need new ingredients or labels before it can be sold in another country.
True.
Products may need to be reformulated or redesigned to meet local safety, ingredient or labelling regulations, such as rules on permitted additives and allergen labelling.
Why can the same price point not simply be applied globally?
Income levels, purchasing power, local competition, import tariffs and currency fluctuations all differ between countries.
True or False?
Luxury brands such as Rolex lower their prices in lower-income markets to boost sales.
False.
Many luxury brands keep broadly consistent global pricing, because the high price signals exclusivity and status. Lowering it in some markets would undermine that positioning worldwide.
How can exchange rate movements affect international pricing?
Exchange rate movements can make a product suddenly more or less competitive, even if the business has changed nothing. A business may raise its prices in a market whose currency weakens to protect its profit margins.
How must Western businesses adapt place to reach consumers in China?
Chinese consumers do not typically shop through individual brand websites. Businesses must list their products on dominant online marketplaces such as Tmall and JD.com.
In India, most everyday grocery purchases still happen through millions of small, independent local shops known as ____ stores.
In India, most everyday grocery purchases still happen through millions of small, independent local shops known as kirana stores.
Why does promotion often need the most significant adaptation?
Promotion is deeply tied to language, culture and media habits. Humour, imagery and emotional appeals that work in one culture may fall flat or cause offence in another.
True or False?
A business can use the same social media platforms to reach consumers in every country.
False.
Platforms differ by market: Facebook, Instagram, Google and YouTube are blocked in China, while LINE dominates in Japan. Businesses must use the platforms their target audience actually uses.
Effective translation requires more than converting words, so businesses should work with native speakers and cultural experts rather than relying on ____ translation.
Effective translation requires more than converting words, so businesses should work with native speakers and cultural experts rather than relying on direct translation.
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