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Assimilation
 is a continuum and marketers must
deal with varying degrees of
assimilation within any ethnic market.
It is the absorption and integration of
people, ideas, or culture into a wider
society or culture.
Financial Globalization
Jamaica agreement
Unilateralism
 is the doctrine that nations should
conduct their foreign affairs
individualistically without the advice
or involvement of other nations.
Medium of exchange
 is something commonly accepted in
exchange for goods and services and
recognized as representing a standard
of value.
bretton wood system
 is a monetary system under which a
nation's currency may be converted
into bills of exchange drawn on a
country (the US) whose currency is
convertible into gold at a state rate of
exchange.
international business and trade
 means any activity/endeavor among
nations around the globe involving
buying ,selling, exchanging of goods,
services, capital, labor, resources,
technology or any situation where the
production or distribution of goods or
services crosses country boarder. Has
always been a melting pot of the
world's consumer demands and
marketer's supply.
Multicultural marketing
 Focuses on understanding consumer
traditions, slanguages and customs,
beliefs and experiences when crafting
messages.
Bioprospecting
 is defined as the collection, research,
and commercialization of biodiversity
for new medicines and other useful
natural products (perfumes, cosmetics,
agro-chemicals, and functional foods).
 Bioprospecting projects are meant to
facilitate scientific and technology
transfer between global
pharmaceutical firms and sourcecountry public and private
laboratories.
Biopiracy
 refers to the usage of bio-resources
by foreign corporations and other
organizations without appropriate
authorization from the countries and
individuals concerned without
compensation. It is the practice of
exploiting naturally occurring genetic
or biochemical material in commerce.
Child labor
 involves using children to do jobs for
companies or small business owners.
Some cottage industries employ
children as part of their labor force.
Sagacity
 means the quality of being discerning,
sound in judgment, and farsighted;
wisdom.
Fidelity
 faithfulness to a person, cause, or
belief, demonstrated by continuing
loyalty and support.
Totalitarianism
 an extreme form of authoritarianism, is
a system of government with the state
holding absolute control and under
The Jamaica Agreement established a
managed float system of exchange
rates, in which currencies float against
one another with governments
intervening only to stabilize their
currencies at set target exchange
rates.
framework for fixed international currency exchange rate
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which the people are allowed virtually
no authority.
Fair trade movement
 involves agreement between and
among countries to encourage free
trade and remove barriers to entry.
Ethics
 also called moral philosophy, is a
discipline, a branch of philosophy that
seeks virtue.
Business Ethics
 is the set of moral rules, principles,
and standards that govern how
businesses operate, how business
decisions are made, and how people
are treated. It refers to the rules,
principles, for deciding what is morally
right or wrong when doing business;
the system of moral and ethical beliefs,
values, and principles that guide
behaviors and decisions of a business
organization and the individuals within
that organization.
Intl Business Ethics
 emerged quite late globally compared
to the business ethics that came up in
the 70s. -International business ethics
is important to aid in regulating
international business and trade and
create winning situations for
international marketing participants.
Common Good Approach
 which action contributes most to the
quality of life of the people affected
Transfer pricing
 involves how entities price
products/services that they market to
affiliates and subsidiaries. Most of
these affiliates and subsidiaries are in
other countries.
SHAWN HUNTER
author of Out Think: How
Innovative Leaders Drive
Exceptional Outcomes
defines the following:
 Creativity
“the capability or act of
conceiving something original or
unusual” It remains as a great idea,
but not yet a reality.
 Innovation
“the implementation or
creation of something new that has
realized value to others”
Entrepreneurship
 Concerned with starting a
new business
 The recognition of
opportunities¬- needs, wants,
problems, and challenges and use
of innovative ideas for new planned
ventures.
 Not always for profit
Intrapreneurship
 A grade/type of
entrepreneurship within a given
system or entity
Linchpin
 An important part of
economic system, a person or thing
that holds something together: the
most important part of complex
situation.
 Heart or nucleus of
economy
Elan
 English word meaning ardor
or zeal inspired by passion or
enthusiasm
Socioeconomic Factors
 social and economic
experiences and realities that help

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mold one‘s personality, attitude,
and lifestyle.
Factors include:
Culture / Ethnicity:
can contribute to thoughts and
attitudes. impact on how people
are raised, their core values, and
sense of family and tradition.
Religion:
closely tied to culture.
a. Level of Education Educational
Levels:
influence economic social
status as higher paying jobs tend
to require advanced or specialized
education.
b. Income & Occupation
Net Income: direct contributor
to what a single person or family
can afford to spend as it
determines their purchasing power.
c. Health & Lifestyle
Health Status: definite
measurement of socioeconomic
status; it affects mobility and the
ability to socialize.
d. Quality of Neighborhoods
Neighborhood:
grouped
socially among people with similar
incomes and similar background.
(1)
lower-income
neighborhoods,
(2) middle-income neighborhoods,
(3) high-income neighborhoods
Hint: if 4 lang na pangita, a,b,c,d isulat
ENVIRONMENT
 The surroundings in which a
person, animal, or plant lives or the
conditions under which a business
operates.
Infrastructure
 Infra: means below
 The “underlying structure”
of country and its economy, the
fixed installations that it needs in
order to function.
Another definition:
 Physical system and
facilities for smooth flow of
country’s day to day activities
2 types:
 Soft infrastructure- help
maintain healthy economy involves
human capital
 Hard infrastructurephysical system crucial to running a
modern economy
Politics (art and science of
government)
 Art: it involves the process
of skillfully addresses the needs of
society
 Science: systematic body of
knowledge that deals with the
government and the regulation of
the state, also deals with protection
of the rights of its citizen
Graded sustainable Intrapreneuring
(GSI)
 Means balanced dimensions
of right level assuring optimal
output
David Easton
 Referred politics as the
”authoritative allocation of values”
Innovation Strategy
 Sets out guiding principles
for how the company will grow its
market share through product and
service innovation
Virtue:
conformity to moral and ethical
principles, morality (right & wrong)
Virtues are attitudes or character
traits that enable us to be and to act in
ways that develop our highest potential.
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Honesty, courage, compassion, generosity,
fidelity, integrity, fairness, self-control, and
prudence are all examples of virtues.
Virtues are like habits, that is, once
acquired, they become ingrained and
become characteristic of a person.
Immanuel Kant: focuses on the individual's
right to choose for himself or herself.
According to Kant, what makes human
beings different from mere things is that
people have dignity based on their free
will and they have the right to make
choices and they have a fundamental
moral right to have these choices
respected
Utilitarian: Utilitarianism is an ethical
theory that determines right from wrong
by focusing on outcomes, a form of
consequentialism. The theory was
conceived in the nineteenth century by
Jeremy Bentham and John Stuart Mill They
suggested that ethical actions are those
that provide the greatest balance of good
over evil, the greatest benefits and the
least harm, and the greatest good for the
greatest number
- which action results in the most
good and least harm
Founders of Modern Sociology
Emile Durkheim
Max Weber
Karl Marx
Acculturation: adding some elements of
the mainstream culture without
abandoning the native culture
Marketing Copy: the heart and soul of
almost every marketing endeavor. It is the
output of copywriters, who are employed
to write material, which encourages
consumers to buy goods or services. It
helps build a company image.
is the written material in
advertising, newspapers, magazines, and
books which encourage consumers to buy
goods or services
Benefits of MCM (a-f)
a. Reach target markets across several
platforms
b. Increase brand awareness and
optimally reach target audiences
c. Target a wider range of customers
and offer more personalized
communication.
d. Better understand the motivating
factors and specific behaviors of
customers.
e. Provide companies with a
significant amount of metrics to help
measure the marketing initiative.
f. realize companies’ ROI goals.
ABC (Marketing Copy) [read! pp 314]
Always think about the consumer in
writing a copy
Burnish: to rub something to a shine or
gloss
Call to Action: “buy now” or “click here” or
anything that calls the target market to
action and make a decision
Trickiest elements in launching Global
Marketing
 Humor
 Metaphors,
puns,
idioms:
Transcreation is the best way to
preserve the subtle nuances of the
language
 Imagery and colors
Mary Lister 21 tips:
1. Define your target audience
2. Choose an objective
3. Create urgency: Increase urgency so
that the audience will act sooner, not later
4. Back it up with data
5. Leverage customer reviews
6. Keep it simple
7. Use active voice
8. Pick your adjectives (words) wisely:
harnessing the power of words
9. Focus on your customers: being
customer-based is better in writing
compelling marketing process
10. Grab attention: use words that evoke
emotion
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11. Build interest: create intrigue
12. Do not pander: Pander - catering to or
profiting from the weaknesses, vices, or
unreasonable desires of other
13. Empathize with agitation
14. Provide a solution: solve a problem
15. Use analogies: Analogies comparison of two things based on their
being alike in some way
16. Be funny
17. Choose a CTA: Call to action marketing term that refers to the next
step of action that the marketer wants the
consumer to take
18. Be wary of profanity
19. Be clear: not confusing
20. Do not be bland: Brand implied a
highly focused strategic basis for what a
company promised the public
21. Trust your gut
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