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International Marketing Undergrad Class
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International Marketing Strategies (Standardisation – Selling the same product worldwide (e.g. Samsung smartphones). Adaptation (Global Localisation) – Customising for different markets (e.g. Nestlé modifying flavours in India). Entry Strategies: Exporting – Selling goods abroad without setting up a base. Franchising – Letting local businesses operate under a brand (e.g. Domino’s India). Joint Ventures – Partnering with local firms (e.g. Starbucks with Tata in India). Direct Investment – Setting up operations abroad (e.g. Hyundai’s factory in Chennai).)Unit 2 - International MarketingIntro to International MarketingDevelop product in international marketing strategyRequirements for International Marketing SegmentationI'm wanting to make a vocab quiz using the following 1. Supply chain a) The sequence of activities involved in the production and distribution of a product (Correct) b) The sequence of activities involved in marketing a product (Incorrect - refers to a different aspect of business operations) c) The sequence of activities involved in hiring employees (Incorrect - unrelated to product production) d) The sequence of activities involved in customer service (Incorrect - unrelated to product production) 2. Intermediaries a) Middlemen or brokers who facilitate transactions between two parties (Correct) b) The final consumers of a product (Incorrect - refers to end-users, not intermediaries) c) The employees working at a company's headquarters (Incorrect - unrelated to transaction facilitation) d) The shareholders of a company (Incorrect - unrelated to transaction facilitation) 3. Specialization a) Focusing on a specific task or aspect of production to achieve expertise and efficiency (Correct) b) Expanding business operations to new markets (Incorrect - refers to a different concept) c) Maximizing profits through cost-cutting measures (Incorrect - unrelated to specialization) d) The process of developing new products (Incorrect - unrelated to specialization) 4. Coordination a) Organizing and harmonizing different elements or activities to work together effectively and efficiently (Correct) b) Maintaining independence and autonomy among different departments (Incorrect - opposite meaning of coordination) c) Creating a hierarchical structure within an organization (Incorrect - unrelated to coordination) d) Maximizing competition among employees (Incorrect - unrelated to coordination) 5. Outsourcing a) Hiring external companies or individuals to perform specific tasks or functions (Correct) b) Expanding business operations to international markets (Incorrect - refers to a different concept) c) Merging with other companies to form a larger entity (Incorrect - unrelated to outsourcing) d) Expanding the scope of in-house operations (Incorrect - opposite meaning of outsourcing) 6. Inspection a) Examining and evaluating suppliers, products, or processes to ensure compliance with quality standards (Correct) b) Promoting new products through advertising campaigns (Incorrect - unrelated to inspection) c) Conducting market research to understand customer preferences (Incorrect - unrelated to inspection) d) Developing prototypes for new products (Incorrect - unrelated to inspection) 7. Efficiency a) Accomplishing tasks or goals with minimum waste of time, effort, or resources (Correct) b) Maximizing profits through aggressive pricing strategies (Incorrect - unrelated to efficiency) c) Expanding business operations to new markets (Incorrect - refers to a different concept) d) Streamlining organizational hierarchy through downsizing (Incorrect - unrelated to efficiency) 8. Expertise a) Specialized knowledge or skill in a particular field or area (Correct) b) Broad knowledge across multiple disciplines (Incorrect - opposite meaning of expertise) c) Entry-level knowledge and skills (Incorrect - unrelated to expertise) d) General knowledge applicable to various industries (Incorrect - opposite meaning of expertise) 9. Trend a) General direction or pattern of change or development over time (Correct) b) A one-time occurrence or isolated event (Incorrect - opposite meaning of trend) c) A static and unchanging state (Incorrect - opposite meaning of trend) d) A minor fluctuation in a stable market (Incorrect - unrelated to trend) 10. Demand a) Desire or need for a particular product or service (Correct) b) The quantity of a product produced by a company (Incorrect - refers to supply, not demand) c) The pricing strategy employed by a company (Incorrect - unrelated to demand) d) The promotional activities carried out by a company (Incorrect - unrelated to demand)The outdoor recreation industry represents a new economy. The leaders of this economy will need to have a deep understanding of our local natural resources and integrate the components of innovation, health, and wellness into a vision for what comes next. Everyone wins when you do the right things for the environment, the community, and the venture. We want to offer the young generation a chance to be part of the foundation we are building for adventure tourism in the emirates and the region. Adventure Tourism Is the Fastest-Growing Global Niche. What does this mean? It means that there’s plenty of room for young experts to enter the field. It’s not just the "guides" that the adventure tourism industry needs. It’s everything that goes with it, from adventure tourism accommodations to trip planners, event managers, marketing and finance directors, advertising, public relations, and communications. We want to highlight that adventure tourism requires more than just guides, and various careers within adventure tourism play a big role in attracting high-value customers, supporting local economies, and encouraging sustainable practices. The continued growth of this sector creates net positive impacts not only for tourism, but also for destination economies, their people, and their environment. 1) Understanding Tourism Tourism is one of the world’s fastest-growing industries and a major foreign exchange and employment generation for many countries. It is one of the most remarkable economic and social phenomena. 2) Understanding Adventure Tourism Adventure tourism is defined as the movement of the people from one to another place outside their comfort zone for exploration or travel to remote areas, exotic and possibly hostile areas. Adventure tourism is a type of tourism in which tourists engage in adventure activities such as trekking, climbing, rafting, scuba diving, or the likes. Adventure tourism gains much of its excitement by allowing the tourist to step outside their comfort zone. This may be from experiencing culture shock or through the performance of acts that required some degree of risk whether real or perceived. It is also about connecting with a new culture or a new landscape and being physically active at the same time. It is not only about being risky or pushing your boundaries. In fact, it is especially important to know and respect your limits while you are in an unfamiliar area. Adventure travel is a leisure activity that takes place in an unusual, exotic, remote, or wilderness destination. It tends to be associated with high levels of activity by the participant, most of it outdoors. Adventure tourists expect to experience various levels of risk, excitement, and tranquillity and be personally tested. In particular, they are explorers of unspoiled, exotic parts of the planet and also seek personal challenges. The main factor distinguishing adventure tourism from all other forms of tourism is the planning and preparation involved. 3) Definitions of Adventure Tourism Adventure tourism is a new concept in the tourism industry. The tourism industry adopted adventure tourism, but there is not any specific definition of adventure tourism. Most commentators concur that adventure tourism is a niche sector of the tourism industry, but there are many other niche sectors in tourism that have the same characteristics that overlap with adventure tourism such as ecotourism, activity tourism, or adventure travel. One of them can confuse. Adventure tourism is a complicated and ambiguous topic. Some important definitions of adventure tourism are as following: A) According to the Adventure Travel Trade Association (ATTA): “adventure tourism is a tourist activity that includes physical activity, cultural exchange, or activities in nature.” B) According to Muller and Cleaver: “Adventure tourism is characterized by its ability to provide the tourist with relatively high levels of sensory stimulation, usually achieved by including physically challenging experiential components with the tourist experience.” C) The Canadian Tourism Commission in 1995 defines adventure tourism as: “an outdoor leisure activity that takes place in an unusual, exotic, remote or wilderness destination, involves some form of unconventional means of transportation, and tends to be associated with low or high levels of activity.” D) According to Sung et al: “adventure tourism is the sum of the phenomena and relationships arising from the interactions of adventure touristic activities with the natural environment away from the participant’s usual place of residence area and containing elements of risk in which the outcome is influenced by the participation, setting, and the organizer of the tourist’s experience.” E) According to UNWTO: ” adventure tourism can be domestic or international, and like all travel, it must include an overnight stay, but not last longer than one year.” 4) Types of Adventure Tourism Adventure tourism has grown exponentially all over the world in recent years with tourists visiting destinations previously undiscovered. This allows for new destinations to market themselves as truly unique, appealing to those travellers looking for a rare, incomparable experience. Adventure tourism includes various activities like caving, hiking, sailing, trekking, etc. Adventure tourism is categorized into two categories: • Hard Adventure • Soft Adventure Hard Adventure Hard adventure refers to activities with high levels of risk, requiring intense commitment and advanced skills. Hard tourism includes the activities like climbing mountains/rock/ice, trekking, caving, etc. Hard adventure activities are highly risked in nature. Professional guides and advanced levels of skills are required to perform these activities. Many tourists died during climbing mountains, caving every day. Soft Adventure Soft adventure refers to activities with a perceived risk but low levels of risk, requiring minimal commitment and beginner skills; experienced guides lead most of these activities. Soft tourism includes the activities like backpacking, camping, hiking, kayaking, etc. Soft adventure activities are low-risk in nature. Professional guides lead these activities. Soft adventure is a popular category in adventure tourism as it caters to a wider audience. 5) Adventure Tourism Activities Adventure travellers are early adopters by nature, meaning they are generally more willing to try new destinations, activities, and travel products. Popular activities change rapidly, and it seems there is a new twist on an existing sport every year. Some activities have low risk and some have high. Adventure tourism activities are classified into two types: • Hard Adventure Activities • Soft Adventure Activities Hard Adventure Activities Hard adventure activities are highly risky and dangerous in nature. These activities are as the following: • Caving • Mountain Climbing • Rock Climbing • Ice Climbing • Trekking • Sky Diving Soft Adventure Activities These activities are less dangerous and risk as compared to hard adventure activities. These activities are mostly lead by professional guides. An example of these activities are: • Backpacking • Bird watching • Camping • Canoeing • Eco-tourism • Fishing • Hiking • Horseback riding • Hunting • Kayaking/sea/whitewater • Orienteering • Safaris • Scuba Diving • Snorkeling • Skiing • Snowboarding • Surfing Adventure tourism activities sit well with the environment because the natural world provides us with the resources for many of the activities that provide risk, challenge, sensory stimulus, novelty, discovery, and so on. 6) Characteristics and Features of Adventure Tourism The threefold combination of activity, nature, and culture marks adventure travel as an all-around challenge. Some unique characteristics and features of adventure tourism are as the following: • Physical activity, like involving physical exertion or psychomotor skills • Contact with nature, activities bringing contact with the natural world in general, or with specific wildlife • Contact with different cultures, i.e. people, faith, lifestyles • Journeys for example vehicle, animal, or human power • Uncertain outcomes • Danger and risk • Challenges • Anticipated rewards • Novelty • Stimulation and excitement • Exploration and discovery • Contrasting emotions 7) Adventure Tourism Supplier A tourism supply chain is the system of people, products, activities, and materials that get a product or service from its raw state through production and distribution to the consumer. As with any sector, volume discounts drive the mass price point, so major retailers primarily market select trips that sell in high volume. The supply chain for these mass tourism products is often very simple, comprising only transportation and accommodation elements. The adventure tourism supply chain is more complex. Niche products often require specializes in knowledge and operations. Adventure tourism’s supply chain linkages go very deep, and this is one of the key reasons that adventure tourism delivers greater benefits at the local level. Supply chains vary from destination to destination. Without a proper supply chain, the tourism sector cannot survive. Tourism suppliers are the backbone of the tourism industry. Adventure tourism suppliers work at a different, different level like as domestic as well international level. 8) Adventure Tourism Importance and Benefits Adventure tourism is one of the fastest-growing sectors of the tourism sector, attracting high-value customers, supporting local economies, and encouraging sustainable practices. The continued growth of this sector creates net positive impacts not only for tourism, but also for destination economies, their people, and their environment. Some importance and benefits of adventure tourism are: A) Employment Generation Adventure tourism generates jobs. Adventure tourism generates directs jobs to accommodation, transportation sector, and travel agencies or tour operators. Adventure tourism also provides indirect jobs to tourism suppliers. Adventure tourism plays an important role in the generation of employment in the economy. B) Foreign Exchange Adventure tourism attracts foreign tourists on a large scale, as a result, it helps in foreign exchange generation. When tourists travel to another country, they spend a large amount of money on accommodation, transportation, and shopping. Adventure tourism generates foreign exchange and supports the economy of the host country. C) Economy Development Adventure tourism helps in the development of the host country’s economy. Adventure tourism activities directly support the economy in various forms. The more tourists, the more economic growth. D) Support Local Communities Adventure tourism helps in the development of infrastructure and supports local communities. Adventure tourism activities directly contributed to the local economy of the communities and increase local people's living standards. E) Conservation of Natural Resources Adventure tourism activities are nature-based activities. Leaders in the adventure tourism industry are dedicated to making this tourism segment as sustainable as possible. They help in the conservation of natural resources as well as culture. F) Creating Business Opportunities Adventure tourism activities create new business opportunities. Several companies specialize in helping emerging adventure tourism operators market their products. Each new adventure tourism activity creates a new business opportunity. G) Local and Foreign Investment Adventure tourism creates business opportunities; as a result, it attracts local as well as international investors. Investors invest their money in accommodation, transportation, and travel trade organization. Adventure tourism plays an important role in the economy of the host country.. Sports center manager / Leisure manager They conduct daily activities at sports complexes and recreational facilities with gyms, pools, and activity rooms. Individuals need a bachelor's degree in leisure and recreation, facility management, or hospitality. 3. Food truck manager They oversee the daily operations of food trucks at tourist attractions and unique event venues. They may be responsible for coordinating work schedules, obtaining food service licenses in different areas, and ordering food inventory as needed. Food truck managers need a minimum of a high school diploma but can also benefit from previous work experience. 4. Pastry chef They specialize in making various pastries and other desserts for bakeries, restaurants, and patisseries. They work closely with other kitchen staff and chefs to create dough mixtures, develop new recipes, decorate dessert items, and monitor the baking process to ensure a finished product. To become a pastry chef, individuals can either earn a high school diploma and develop their skills or attend a pastry arts program and earn an associate degree or bachelor’s degree. 5. Airport manager / Aviation manager They ensure efficient operations at an airport while ensuring that all airlines follow FAA (Federal Aviation Administration) guidelines. They hire and train airport personnel and monitor activities relating to They usually have a few years of work experience in a role at an airport, along with a bachelor's degree in airport management 6 security, customer service, and customer amenities, including onsite restaurants. and operations or aviation management. A professional certification can also be beneficial. 6. Spa manager They lead daily operations at spa facilities. Their duties include hiring and training spa employees and maintaining an up-to-date inventory of cosmetic products, sheets, towels, robes, and other items for skin treatments. Spa managers may also promote their spa by hiring freelance marketers or organizing advertisements for digital or print platforms. They also administer advanced therapies like facials and massages to customers. The education requirements include earning an associate's or bachelor's degree in hospitality or business management. Prospective spa managers also need a few years of work experience at a spa business. 7. Hotel assistant general manager They support the job duties of the hotel's general manager. They help the available manager interview job candidates, make hiring decisions, and coordinate training efforts for staff. Hotel assistant general managers may also cover shifts for general managers and act as temporary general managers when the manager is sick or on vacation. Individuals need a high school diploma and a few years of hotel experience. They may also benefit from earning an associate's degree or bachelor's degree in hospitality and tourism. 8. Tour manager They oversee tour bookers, tour guides, tour bus drivers, and marketing staff for a tour company. They schedule work shifts for tour guides, develop marketing Individuals can become tour managers by earning a high school diploma and working for a tour 7 strategies to increase tour bookings, and read tourist reviews to determine how they can improve their overall experience. They may also accompany clients when they travel and attend to their needs. company for a few years. They can also earn a bachelor's degree or master's degree in an area like hospitality and tourism management. 9. Cafe manager They oversee the daily operations of cafes in shopping centers, hotels, and other areas. They hire and train cafe staff, adjust coffee and bakery selections, handle complex customer questions, and ensure the cleanliness of their facilities. Cafe managers also create work schedules to provide enough staff during peak business hours. To become a cafe manager, individuals need a minimum of a high school diploma and previous experience working in a cafe as a barista or supervisor. 10. Activity manager They work for hotels and resorts, travel companies, and cruise liners to oversee guest activities and ensure guests have a pleasant experience. This may include planning guests' itineraries, offering guests tours of the local area, and developing fun activities within their facilities. Activity managers typically have bachelor's degrees in hospitality and tourism, event planning, or recreation. 11. Hotel sales coordinator They work for hotels and help create and manage their marketing and customer service strategies. They also work with a team of sales coordinators and hotel managers to research ways to increase bookings and retain customers. They may To become a hotel sales coordinator, individuals need a bachelor's degree in sales, marketing, hospitality, and tourism. 8 design special offers, create branding and promotional strategies, and follow up with guests after they check out. 12. Resort manager They oversee the daily activities at resort facilities. They typically monitor the resort's housekeeping activities, finances, and marketing materials. They manage different departments to assist with general maintenance and ensure a high guest satisfaction rate. To become a resort manager, individuals need experience working in the resort industry, either a bachelor's degree or master's degree in hotel management or hospitality and tourism. 13. Travel agent They work for travel agencies or as self-employed individuals to help clients book transport and hotel accommodations. Their duties may also involve creating a trip itinerary for their clients and helping them reschedule canceled flights or transfer accommodations. Prospective travel agents need a high school diploma and an interest in travel. They may also benefit from earning an associate's or bachelor's degree in hospitality and tourism management or applying for a professional travel agent certification. Travel agents often start as employees and become managers as their careers progress. 9 14. Catering manager They oversee a kitchen and server staff team for a catering company or event venue. They hire and train catering staff and work with one or more chefs to create an effective catering menu. They also design schedules for staff members, depending on the time required to set up and prepare food before an event. To become a catering manager, individuals can benefit from earning either an associate degree or a bachelor's degree in an area like hospitality or food service. 15. Entertainment manager They collaborate with resorts, cruise liners, hotels, and other accommodations to book singers, musicians, dance groups, comedians, and other entertainers to perform for guests. Their duties include holding auditions for potential talent, scheduling bookings, and negotiating with clients to determine price points. They oversee many aspects of events, including their production and financing. To become an entertainment manager, individuals can attend a four-year bachelor's degree program in hospitality, tourism management, event planning, or events and entertainment. 16. Guest services manager They assist hotel guests with their needs from when they check in to when they check out. They provide guests with room keys, organize baggage assistance, and delegate tasks to other staff like housekeepers, front desk employees, or room service personnel. They're also responsible for hiring and training the guest services staff. This position typically requires a minimum of a high school diploma and a few years of guest service experience. 10 17. Director of Housekeeping They work for a hotel, cruise line, or resort and manage its housekeeping staff. They maintain clean facilities for all guests by hiring and training housekeeping staff and monitoring inventory, including cleaning supplies, towels, bedsheets, and guest amenities. Housekeeping directors can benefit from earning a bachelor's degree in hospitality management and gaining several years of experience in the cleaning service industry. 18. Park manager They work at public and amusement parks and help develop marketing and promotional strategies to increase visitors. They may work with facilities managers to ensure the park remains clean and well-maintained. They also manage the park's budget, train managers in individual departments, and develop inclement weather or emergency policies. Prospective park managers need a bachelor's degree in leisure and recreation, management, or landscape design. 19. Food service director They work for hotels, cruises, and other accommodations to oversee food service operations for guests. Their job duties include developing a budget for food inventory and supplies, relaying information to food and beverage managers and kitchen staff, approving menu and drink ideas, and ensuring the quality of the food and dining operations. Directors at large hotels or other organizations may also To become a food service director, a bachelor's or master's degree in hospitality management, food service management, or culinary arts is necessary. 11 oversee the room service and catering from multiple restaurants. 20. Travel consultant They assist individuals, educational institutions, and corporations with their travel needs. They meet with clients to discuss their travel options to a destination and determine whether they need a passport, vaccinations, or weatherappropriate attire; they also help them find discounted hotels and airlines and arrange accommodations for clients with medical conditions and special needs. A high school diploma and a voluntary certification are typically necessary to become a travel consultant. An associate or bachelor's degree in tourism, international studies, or hospitality can also be beneficial.