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Some people believe that markets should be defined based on their cultures, and that marketers should develop marketing strategies to fit each unique culture where they do business. As we learned earlier in this course, this worked for KFC in China, but McDonald's has succeeded around the world while adapting only slightly to local countries (e.g. lamb burgers in the Middle East, wine in France, and veggie burgers in India). Two downsides to Ms. Mooij's approach are:
1. In a highly interconnected world, the existence of different images for the same brand name will become apparent to some consumers through the Internet and travel.
2. It is difficult for headquarters to provide guidance and exercise marketing control when its brands re being marketed in different ways to different cultures.
As a global marketing director, and based on what you have learned to date, would seek uniformity in your marketing programs, or something in between? Why?
Calculate an appropriate measure of association, and decide how to present the results. How might this information affect the advertising strategy
How do companies decide where to position their products in the market? How important - and difficult - is it to build a recognized brand name?
Regulatory trends occurring in eCommerce - Identify, and explain, two regulatory trends occurring in eCommerce.
Convince your audience to invest capital resources to develop the product or service you intend to sell and explain your rationale. See Figure 9.5 - Persuasive Message Using AIDA model.
Determine the demographic profile of your typical consumer. Determine the psychographic profile of your typical consumer. Determine if the typical consumer is your ideal consumer. Why or why not
Coca-Cola is a well-established consumer products company with a strong position in the global market. The sales of its core soda products have remained.
There are a number of practical issues when considering how to put a campaign into practice. Discuss these in relation to the case.
As a marketing researcher, what are the types of data sources (4- primary n secondary) required/ relevant for a supermarket experiencing sales reduction?
Determine how you will price your product or service. Talk about how you expect to remain competitive with your pricing and still earn a return on your investment. How will your product price compare to the competition? Don't forget to take all of..
What other strategies would be a good fit for your company profile? Why is it important to have more than one strategy in mind when pursuing global expansion?
Communicating is an important marketing process of conveying our message to our customers and prospects. Describe a recent promotion experience. (As seen on television, mail, radio, Internet, sales person, outdoor/ signage, prints, etc.
Prepare a letter to Smith Manufacturing's management. In the letter identify some of the concerns you may have regarding the purchase. For example; How are the assets valued?
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