UNIT 2 – INTERNATIONAL MARKETING

A. CD1.9
Listen to Svend Hollensen, Professor of International Marketing at the University of South Denmark.
Listen to the interview and complete the gaps with NO MORE THAN THREE (3) WORDS. You will
hear the piece TWICE.
Basically, there are two different strategies:
1. One strategy is that where you have one product and you sell it all over in ( 1).............the same
format.........................…
2. There is another strategy where you try to (2)...............adapt your products.......................……..to the
different cultures, to different countries that you are in.
One example of a company who has really marketed one product concept for the whole world, that is
OneCafé company. This product is actually selling all over in the same format. It is a small company,
based in Denmark and in Sweden. It is a company which is a kind of (3) “...............BORN
global.......................……..”, i.e. it is getting into the global markets very fast by (4)......setting
up................................……..in Uganda, Africa. From there, it tries to sell in other countries of the world.
So, by setting up a website from where they also sell these coffee products, they can sell to all kinds of
(5).......................hotel chains...............…….. and to airline companies and to different retail chains. This
would be an example of a global product concept.
There is other situation where you have to adapt to different cultures that you are in. So you have to adapt
to the cultural tradition, in China if you are going to China, or to India. That means you have to adapt
your product, your concept, (6).............your communication.........................……..to the culture you are in
and to the different environment that you face. You have to adapt all levels of marketing mix to the
different regions and different countries that you are in.
Another global company that will do one product concept, for instance, the soap brand, Lux is one
example of a global brand that will (7).................sell all over.....................……. . But actually, most
brands in the world are local brands. Most people don’t realize that, but that is actually the case. Most
brands you buy in (8)..................retail store...................……..in global markets are manufactured for local
markets.

B. CD1.10
Darrel Kofkin is Chief Executive of the Global Marketing Network, a training organization which offers
qualifications in international marketing. Listen to the interview and complete the gaps in these two
extracts. Write NO MORE THAN THREE (3) WORDS for each gap. You will hear the piece TWICE.
…a new curriculum that enables (1)……MARKETER…………………….worldwide to have the latest
(2)………PRACTICES…………………., the latest (3)………KNOWLEDGE ………………….and (4)
………… TECHNIQUES ………………., to enable them to become (5) ………INTERNATIONAL
………………….marketers.
So our students are asked to write a (6) …………REPORT………………., develop a (7)
……………………BUSINESS PLAN……., develop a (8) …………PRESENTATION……………….,
write a (9) ……WEBCAST……………………., present an (10)……INTERNAL BRIEFING
PAPER……………………. – just as they would do in the workplace. Because we know in talking to
employers (11) …………WORLDWIDE……………….that they want marketing professionals that have
the (12)………CAPABILITIES………………….and skills required of today’s demanding (13)
……………GLOBAL BUSINESS…………. environment.