Définition du Global Marketing Strategy (document en anglais)

INTERNATIONAL MARKETING DEFINITIONS

for INSEEC - 2012

Professor : Gilles NAKHLE

advertising

It is defined as any paid form of non-personal communication about an organization, product,

service, or idea by an identified sponsor.

adaptation

Making changes to fit a particular culture/ environment/ conditions.

aesthetics

Philosophically, the creation and appreciation of beauty; collectively, the arts, including folklore,

music, drama, and dance.

back translation

The process in which a document, such as a questionnaire, or phrase is translated from one

language to another and then translated by a second party into the original language. Back

translations can be used to verify that the first translation, as of a marketing slogan, has the

intended meeting for the targeted audience.

brand positioning

It is the act of designing the company’s offer and image so that it occupies a distinct and valued

place in the target customer’s minds.

committee decision-making

Decision making by group or consensus.

consortia

They are similar to joint ventures and could be classified as such except for two unique

characteristics: they typically involve a large number of participants and they frequently operate in

a country or market in which none of the participants is currently active.

contractual agreements

They are long-term, non-equity association between a company and another in a foreign market.

corporate planning

The formulation of long-term, generalized goals for an enterprise as a whole.

country-of-origin effect

Any influence that the country of manufacture, assembly, or design has on consumer’s positive or

negative perception of a product.

controllable elements

The aspects of trade over which a company has control and influence; they include marketing

decisions covering product, price, promotion, distribution, research, and advertising.

cultural borrowing

The phenomenon by which societies learn from other cultures' ways and borrow ideas to solve

problems or improve conditions.

cultural sensitivity

An

...