29 Jun MKTG 325-Mary Kay, Avon and other cosmetic manufacturers
Question
Mary Kay, Avon and other cosmetic manufacturers produce and market their products on a worldwide basis including countries like the United States, Australia, India and China. Thus, the cosmetics industry serves as an example of __________.
domestic competition
limited competition
glocal competition
global competition
local competition
If the Indian government passed legislation that was designed to limit the amount of Mary Kay products that could be imported into India, this would be an example of a _____________.
trade group
tax
quota
free trade agreement
tariff
While considering an expansion into India, Mary Kay executives completed a thorough SWOT analysis. Some of its findings were that the population in India was, on average, becoming more wealthy and youthful, and had an increasing number of women in the workforce. These trends would best be classified as __________ with respect to Mary Kay’s interest in the Indian market.
weaknesses
opportunities
strengths
strategies
threats
At the time of Mary Kay’s expansion into the Indian market, the average income in Delhi was $1,420 and Mumbai was $2,850 (U.S.D.). These average per capita incomes were some of the highest incomes in all of metropolitan India. To be successful in the Indian market, Mary Kay executives chose a “mass-tige pricing” strategy wherein Mary Kay would be accessibly priced for the average middle-class Indian consumer. This is an example of how ______ affect the marketing mix for Mary Kay’s brand in India.
regulatory forces
technological forces
competitive forces
social forces
economic forces
One of the critical factors in determining the success or failure of Mary Kay, India was its ability to get its products into the hands of its consumers. Therefore, Mary Kay made a major investment in multi-day training seminars and starter kits for its new Indian sales representatives who play a critical role in ____________ for the Mary Kay brand.
product development
distribution
creative execution
pricing
back translation
To satisfy the demands of the Indian market, Mary Kay developed the Mary Kay MelaCEP Whitening System which contained seven products specifically formulated for Asian skin which was marketed using an existing skin regimen communication campaign. The MelaCEP Whitening System is an example of a ________ since the skin care product’s characteristics were modified to increase sales and perceived value in the Asian market.
product adaptation
dual adaption
product extension
communication adaption
product innovation
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