TNC - global marketing Flashcards Preview

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Flashcards in TNC - global marketing Deck (40)
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1
Q

what is marketing?

A

the process of promoting products and services

2
Q

why is marketing becoming more global?

A

products are being sold world wide rather than just where they are produced

3
Q

how does the global supply chain link global marketing?

A

due to the fact products are manufactered in different places to where they are sold it is linking countries

4
Q

what is the aim of TNCs?

A

to create one single market for their product by creating a fully globalised world

5
Q

what does one single market help TNCs create?

A

brand awarness

6
Q

what do countries have to take into account in terms of adaptation?

A

they have to be aware that different countries have differences in cultural attitudes therefore have to adapt products upon these

7
Q

what is an example of a company that has adapted to culture?

A

McDonalds
McSpicy Paneer Burger inm spain
no pork in places such as Qatar

8
Q

what is the advantage to having one marketing campaign?

A

it makes it cheaper and creates economies of scale

9
Q

in 2015 what happened to coca cola?

A

it was rated by interbrand one of the most successful companies in the world

10
Q

what has coca cola done that is significant?

A

created on product which apart from minor tweaks is the same world wide

11
Q

what have coca cola kept the same since the creation of the company?

A

logo

12
Q

where is coca cola HQ?

A

atlanta

13
Q

how many countries do coca cola have operations in?

A

200

14
Q

how many employees do coca cola have?

A

over 100,000

15
Q

what % of people worldwide calm identify the coca cola logo?

A

94

16
Q

how many people around the world drink coke a day?

A

1.9 billion

17
Q

in 2016 what did coca cola do?

A

launched the one brand strategy with the taste the feeling campaign

18
Q

what is the one brand strategy?

A

coca cola no longer recognised the four different variants of the drink as seperate brands and treated them as one product

19
Q

what did coca cola do as part of the one brand strategy?

A
  • launched 10 commercials
  • 100 campaign images
  • commercials had story telling
  • new visual identity
20
Q

who have walmart adapted to a culture?

A

in 1996 they went into china

use 85% locally produced supplies due to government restrictions `

21
Q

what does a company view the world as?

A

a single market

22
Q

having one marketing campaign what does this generate?

A

it generates an economy of scale for the organisation

lowering costs

23
Q

how many many countries is coke not sold in?

A

2

cuba and korea

24
Q

in 1900 how many bottlers did they have and then in 1920?

A

2 to 1000

25
Q

what were they the official drink of?

A

NASCAR racing

2014 sochi winter olympics

26
Q

what were coca cola accused of in 2010?

A

there was a law suit for their bottling station in guatemalia for rape murder and torture

27
Q

what was shut down in 2016?

A

their bottling plant in india due to the fact that it was found that the quantity and quality of water for villagers and farmers had reduced
$16 million

28
Q

how much did they invest into russia and in what?

A

£1.5 billion

infrastructure, training and plants

29
Q

what is wrong with TNCs in terms of power?

A

they have a lot of economical power and can influence government policies if they are not happy about current economic standing in the country they ar investing into

30
Q

what % of the worlds recognise the coca cola logo?

A

94

31
Q

how much do they spend on advertisement?

A

more money than apple and microsoft combined do

32
Q

when was the share a coke campaign started ?

A

2014

33
Q

what is the share a coke campaign an example of?

A

effectively applying a localised positioning strategy to a global market
e.g. it started in australia

34
Q

how does the one brand campaign aid lower calorie drinks?

A

they have been losing market sales over 9 years due to the new trend of low carbonates therefore it was thought that a closer association between the variants would increase sales

35
Q

what do most of coca colas campaigns centre around?

A

the theme of happiness
taste the feeling
share a coke

36
Q

in 2009 where was there a research and development unit set up?

A

in shanghai

37
Q

where do 70% of their sales come from?

A

outside north america

38
Q

how many different products do they have?

A

400

39
Q

in 1960 what did they acquire?

A

minute maid

40
Q

what do they do in africa?

A

they have community schemes

get people into jobs etc