What is a global brand?

A global brand is one that is recognised and sold under essentially the same name and identity in many countries.

Give two benefits to a business of having a global brand.

It gains economies of scale in production and promotion, and instant recognition that makes entering each new country cheaper and less risky.

What is meant by a standardised global marketing strategy?

A standardised strategy uses essentially the same product, price positioning, promotion and distribution everywhere, which cuts costs but takes no account of local differences.

What is meant by adaptation, or glocalisation, in global marketing?

Adaptation keeps the global brand but alters elements of the mix, such as recipe, packaging size, advertising or price, to suit each local market.

WJEC A-Level Business 601-5238-2

Enterprise and Starting a Business

Topic overview Enterprise and the entrepreneur Stakeholders in a business Business plans and sources of support Legal structures of business The public and private sectors Business location Sources of finance for a new business Business revenue, costs and profit

Markets and Market Research

Topic overview Types of market Market size, market share and market trends Market segmentation The degree of competition in a market Perfect competition and monopolistic competition Oligopoly and monopoly Consumer protection Demand and the demand curve Supply and the supply curve Market equilibrium and changes in price and quantity Price and income elasticity of demand Inferior, normal and luxury goods The value of market research Primary market research Secondary market research Qualitative and quantitative data Sampling and avoiding bias

Marketing

Topic overview Market orientation, product orientation and asset-led marketing The marketing mix Product and the product portfolio Branding, USP and differentiation The product life cycle Extension strategies The product life cycle and cash flow The Boston matrix Pricing strategies Choosing the right pricing strategy Promotion: above the line and below the line Place and distribution channels The marketing mix in different contexts and global marketing New technology in marketing

People in Business

Topic overview The flexible workforce New technology and changing working practices Workforce planning The recruitment process, job analysis and job descriptions Internal and external recruitment Methods of selection Training Appraisal Labour productivity, absenteeism and labour turnover Organisational design and structures Delegation, empowerment and delayering Motivation theories Financial and non-financial methods of motivation Management and management by objectives Leadership styles and theories Employment rights, duties and equal opportunities Trade unions, conflict and dispute resolution

Operations Management

Topic overview Added value Job, batch and flow production Choosing the right method of production Productivity Capacity utilisation New technology in operations Lean production and kaizen Just-in-time and cell production Quality control and quality assurance Total quality management Stock control and stock control diagrams Purchasing and working with suppliers Innovation, research and development Internal economies of scale External economies of scale Diseconomies of scale and the survival of small firms

Business Finance and Accounts

Topic overview Internal sources of finance Loans, overdrafts and trade credit Share capital and venture capital Leasing and debt factoring Choosing an appropriate source of finance Finance for entrepreneurs and SMEs in Wales Revenue, costs and profit Types of cost Contribution and break-even Break-even charts and the margin of safety Budgets and budgeting Cash flow forecasting Improving cash flow The income statement Gross and net profit margins

Business Analysis and Decision-Making

Strategy and Implementation

Topic overview Aims and objectives SMART objectives Mission and vision statements Corporate, divisional and functional strategy Strategy, tactics and corporate plans SWOT analysis Porter's Five Forces The Ansoff matrix Organic growth Mergers and takeovers Horizontal and vertical integration Franchising as a method of growth Location and relocation decisions Rationalisation and outsourcing production

Managing Change and Risk

Topic overview Internal and external causes of change Planned and unplanned change The effects of change on a business Managing change effectively Storey's four approaches to managing change Resistance to change Lewin's three step process Organisational culture and leadership in change Evaluating the management of change The risks a business faces Risk assessment and preventative action Insurable and uninsurable risks Contingency planning and crisis management

The External Environment

Topic overview Government and the framework for business The economic environment Social and demographic change Technology and business Business ethics and corporate social responsibility The legal environment Business and the environment

Global Business

Topic overview International trade and protectionism Globalisation and its causes Global growth strategies and multinationals The European Union and the euro

Marketing

The marketing mix in different contexts and global marketing

3 things to know
AS Unit 2

Overview

How the marketing mix changes for different businesses and markets, global brands and standardised or adapted strategies, and Welsh food products whose names carry legal protection.

What you need to know

Answer each one before you reveal it.

Your recallNot started

Key term

Give three reasons a product may have to be adapted for another country.

Key term

How does market structure affect the marketing mix?

Key term

How does the marketing mix differ between a local and a global market?

Questions from this subtopic

Each one with the model answer underneath.

1
How does the marketing mix differ between a local and a global market?
Model answer
A local business can tailor its product and promotion closely to one community at low cost, while a global business must decide how far to standardise across countries with different tastes, languages and laws.
2
What is a global brand?
Model answer
A global brand is one that is recognised and sold under essentially the same name and identity in many countries.
3
Give two benefits to a business of having a global brand.
Model answer
It gains economies of scale in production and promotion, and instant recognition that makes entering each new country cheaper and less risky.
4
What is meant by a standardised global marketing strategy?
Model answer
A standardised strategy uses essentially the same product, price positioning, promotion and distribution everywhere, which cuts costs but takes no account of local differences.
5
What is meant by adaptation, or glocalisation, in global marketing?
Model answer
Adaptation keeps the global brand but alters elements of the mix, such as recipe, packaging size, advertising or price, to suit each local market.
6
Give three reasons a product may have to be adapted for another country.
Model answer
Tastes and incomes differ, religious or legal rules on ingredients and labelling differ, and technical standards such as voltage and plug type differ, so an unaltered product may be unsellable.

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Enterprise and Starting a Business

Markets and Market Research

Marketing

People in Business

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