10.5 Key Terms

Advertising: Any paid form of presenting ideas, goods, or services by an identified sponsor. Historically, advertising messages have been tailored to a group and employ mass media such as radio, television, newspaper, and magazines. 10.1

Business Norms: The norms of conducting business also vary from one country to the next. For example, in France, wholesalers do not like to promote products. They are mainly interested in supplying retailers with the products they need. 10.3

Colours: Colours also have different meanings in different cultures. For example, in Egypt, the country’s national colour of green is considered unacceptable for packaging because religious leaders once wore it. In Japan, black and white are colours of mourning and should not be used on a product’s package. Similarly, purple is unacceptable in Hispanic nations because it is associated with death. 10.3

Digital Marketing: Digital marketing covers a lot of ground, from Web sites to search-engine, content, and social media marketing. Digital marketing tools and techniques evolve rapidly with technological advances, but this umbrella term covers all of the ways in which digital technologies are used to market and sell organizations, products, services, ideas, and experiences. 10.1

Direct Marketing: This method aims to sell products or services directly to consumers rather than going through retailers. Catalogues, telemarketing, mailed brochures, or promotional materials and television home shopping channels are all common traditional direct marketing tools. 10.1

Guerrilla Marketing: This newer category of marketing communication involves unconventional, innovative, and usually low-cost marketing tactics to engage consumers in the marketing activity, generate attention and achieve maximum exposure for an organization, its products, and/or services. Generally guerrilla marketing is experiential. 10.1

Integrated Marketing Communication (IMC): In a nutshell, IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and behaviour. 10.1

Language: The importance of language differences is extremely crucial in global marketing, as there are almost 3,000 languages in the world. Language differences have caused many problems for marketers in designing advertising campaigns and product labels. Language becomes even more significant if a country’s population speaks several languages. 10.3

Marketing Communication: Includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly. 10.1

Personal Selling: Personal selling uses people to develop relationships with target audiences for the purpose of selling products and services. Personal selling puts an emphasis on face-to-face interaction, understanding the customer’s needs, and demonstrating how the product or service provides value. 10.1

Promotion Mix: Refers to how marketers combine a range of marketing communication methods to execute their marketing activities.  10.1

Public Relations (PR): The purpose of public relations is to create goodwill between an organization (or the things it promotes) and the “public” or target segments it is trying to reach.  10.1

Religious Beliefs: A person’s religious beliefs can affect shopping patterns and products purchased in addition to his or her values. In the United States and other Christian nations, Christmas time tends to be a major sales period. In other religions, significant religious holidays may or may not serve as popular times for purchasing products. 10.3

Sales Promotion: Sales promotions are marketing activities that aim to temporarily boost sales of a product or service by adding to the basic value offered, such as “buy one get one free” offers to consumers or “buy twelve cases and get a 10 percent discount” to wholesalers, retailers, or distributors. 10.1

Values: An individual’s values arise from his or her moral or religious beliefs and are learned through experiences. For example, Americans place a very high value on material well-being and are much more likely to purchase status symbols than people in India. In India, the Hindu religion forbids the consumption of beef. 10.3