| A | B |
|---|
| Standardization Approach | policy of adapting marketing mix to suit each country entered |
| Globalization Approach | creation of regionally/globally similar marketing mix strategy |
| Positioning | perception by consumers of firm’s product in relation to competitors’ products |
| Standard Worldwide Pricing | price-setting strategy based on avg unit costs of fixed, variable, and export-related costs |
| Dual Pricing | price-setting strategy in which export price differs from domestic price |
| Cost-Plus Method | pricing policy in which there is a full allocation of foreign and domestic costs to product |
| Marginal Cost Method | considers direct costs of producing and selling goods for export as floor beneath which prices cannot be set |
| Market-Differentiated Pricing | price-setting strategy based on market-specific demand rather than cost |
| Price Escalation | increases in export prices due to additional marketing costs related specifically to exports |
| Gray Marketing | marketing of authentic, legally trademarked goods through unauthorized channels |
| Transfer Price | pricing of products as sold by firm to own subsidiaries and affiliates |
| Arm’s Length Principle | basis for intracompany transfer pricing; price that unrelated party would have paid for same transaction |
| Channel Design | L & W of distribution channel |
| Media strategy | strategy applied to selection of media vehicles and development of media schedule |
| Global Media | media vehicles that have target audiences on at least 3 continents and have central buying office for placements |
| Creative Strategy | Development of content of promo msg such as ad, publicity release, sales promo activity, or Web-based promo |
| Corporate Image Advertising | umbrella marketing communications to make company as whole be correctly understood and seen more positively |
| Personal Selling | market efforts focusing one one-on-one efforts w/customers |
