Pricing Points
This strategy sacrifices per-unit profit to quickly build massive market share via low entry costs.
What is Penetration Pricing?
This awareness-building tactic involves intentionally featuring a brand within movies, TV shows, or video games.
What is Product Placement?
When analyzing the "Legal" factor, marketers are primarily concerned with the host country's strength in these protection laws.
What is Intellectual Property (IP)?
These technological tools allow firms to create web profiles and advertising to connect directly with users.
What is Social Media?
This approach focuses on improving a company's profitability while also advancing the economic health of the local community.
What is Shared Value?
This approach sets the exact same price for every customer globally, regardless of their location.
What is Standard Worldwide Pricing?
This specific step in the promotion mix refers to the actual development and crafting of the brand's message.
What is Creative Strategy?
A consumer trend toward "Ethnocentrism" or preferring local goods would be categorized under this PESTEL factor.
What is Social?
This term describes how behaviors or attitudes spread rapidly among a peer group through social influence.
What is Social Contagion?
This specific term refers to a firm making charitable or voluntary contributions to non-profit organizations or society.
What is Corporate Philanthropy?
This refers to the practice of adjusting markups in specific countries as a response to fluctuating exchange rates.
What is Pricing-to-Market?
This promotional method relies on direct, one-on-one relationships and communication between the seller and the buyer.
What is Personal Selling?
Examining the maturity of a country's e-commerce and logistics networks falls under this specific PESTEL factor.
What is Technological?
Unlike traditional media, social media is defined by this characteristic that enables a two-way dialogue with customers.
What is Interactivity?
For American consumers, this concept includes employee treatment and pay, not just charitable giving.
What is Corporate Social Responsibility (CSR)?
Marketers use these as a pricing floor because they are easily measured and represent the long-term price minimum.
What are Costs?
This marketing function is tasked with managing programs that earn both internal and external public understanding.
What are Public Relations?
A "Carbon Tax" imposed on imports is a direct overlap of these two PESTEL categories.
What are Environmental and Political?
This marketing technique encourages users to pass messages along to others, leading to exponential communication growth.
What is Viral Marketing?
This term describes a firm making deceptive or false claims about the eco-friendly nature of its products.
What is Greenwashing?
A premium brand entering a new market uses this "Price" strategy to target high-income elites with a high initial cost.
What is Skimming?
This is the act of securing unpaid editorial media space to help meet specific marketing goals.
What is Publicity?
This is the most critical component of a persona to research if you want to avoid "tone-deafness" in global ads.
What are Values and Cultural Beliefs?
This metric tracks the depth of the personal relationship and intimacy a customer develops with a brand.
What is Brand Engagement?
This marketing approach uses specialized capabilities to rectify past cultural mistakes or social blunders.
What is Curative Marketing?