New Balance Markets in France

New Balance Markets in France - New Balance Markets in...

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Unformatted text preview: New Balance Markets in France 19-1 International Political/Legal Environment International Marketing And Promotional Decisions Political/legal Environment • Government policies • Laws and regulations • Political stability • Nationalism • Attitudes toward multinational companies 19-2 Advertising Areas Subject to Products that may be advertised Regulation Content or creative approach used Media advertisers are allowed to use The amount of advertising allowed Use of foreign languages in ads Materials from outside the country Local vs. international ad agencies Specific taxes levied on advertising 19-3 Global Marketer’s Dilemma Offer the same product, marketing, & advertising everywhere? Adapt the product, marketing, & advertising to each society? 19-4 Global Marketing & Advertising Advantages Economies of scale in production, distribution Lower costs due to less planning and control Lower advertising production costs Ability to exploit good ideas worldwide Consistent international brand, company image Simplification of ad coordination and control 19-5 Gillette Launches Fusion Globally 19-6 Problems With Global Advertising Differences in culture, market & economic development Consumer needs & usage patterns Media availability or usage Legal restrictions 19-7 Consumer Usage Patterns & PCoffee Nescafé Instant erceptions United States Great market penetration, but minor share Continental Europe Major market share, but idea of instant coffee was new Tea-drinking Countries Conversion not only to coffee, but to instant coffee Latin America Preferred coffee couldn’t be duplicated with instant version Scandinavia Ingrained habit of keeping coffee on stove all day long 19-8 NESCAFE President Ad From Japan 19-9 Adapting to Different Countries 19-10 When is globalization appropriate? Brands that can be adapted Globalization works best for… for visual appeal Brands promoted with image campaigns playing to universal needs, values, emotions High-tech products, new to the world Products with a nationalistic flavor Products appealing to universally similar tastes, interests, needs, values 19-11 ...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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New Balance Markets in France - New Balance Markets in...

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