The 4 P's Abroad
If a brand changes ingredients to comply with local religious dietary laws, they are modifying this 'P'.
What is Product?
This occurs when a firm uses an event's image or audience without the permission of the official event owner.
What is Ambush Marketing?
This non-invasive neural-imaging technique looks inside the brain to see how consumers react to stimuli.
What is fMRI (Functional Magnetic Resonance Imaging)?
This measures the widening health and population profile gap between wealthy and impoverished nations.
What is the Demographic Divide?
Companies can avoid greenwashing criticism by reporting on this performance without making it an ad campaign.
What is Sustainability Performance?
This concept describes using a global message while adapting language and imagery to fit the local market.
What is Glocalization?
A vital social media success strategy is for a firm to constantly monitor and manage this online asset.
What is Online Reputation?
This research technique counts the frequency of preselected themes, symbols, or words in a society’s media.
What is Content Analysis?
This innovation category includes social networks and blogs that allow for global brand building.
What is Interactive Digital Media?
Firms use these reports as a formal means to show stakeholders their actual commitment to responsibility programs.
What are CSR Reports?
This segment poses a "Place" challenge because they lack a fixed location and require digital access.
What are Global Nomads?
These are companies that innovate across borders and simultaneously across multiple different organizations.
What are Metanational Innovators?
This is the first and most critical step of the research process—determining exactly what needs to be solved.
What is Defining the Issue?
This cultural trend involves people using technology to bring all work and entertainment into the safety of their homes.
What is Cocooning?
High-performing firms align their products with these global trends and societal interests to stay relevant.
What are Societal Interests?
Investing in sporting or cultural events to associate them with a brand is known as this.
What is Sponsorship?
This specific group is the primary target for a firm's external public relations efforts.
Who are Customers?
Researchers perform this "check" by comparing their findings with analogous information from similar markets.
What is a Realism Check?
This concept describes how technology has effectively erased geographical barriers to trade and communication.
What is the Death of Distance?
This term describes a firm using its marketing capabilities to make up for past errors with future corrective action.
What is Curative Marketing?
This marketing strategy uses profits from a successful market to fund a fight for share in a different country.
What is Cross-Subsidization?
This historical concept suggests that with increased global power and presence comes increased responsibility to society.
What is Noblesse Oblige?
This research approach evaluates corporate plans under various configurations of future economic or political variables.
What is Scenario Analysis?
These rapidly expanding firms from emerging markets are often the disruptors in global industry.
What are the Global Aspirants?
This is the specific "P" modified when a luxury brand uses price skimming to signal status.
What is Price?