Mgmt 324 Notes (Global Marketing)

Mgmt 324 Notes (Global Marketing) - Marketing Management...

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Marketing Management Qiang Liu Global Marketing “Customization versus Standardization”
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2 Agenda Why do we go global How do we go global
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Heaven is a place where the police are British, the chefs are French, the mechanics are German, the lovers are Italian, and everything is organized by the Swiss. Hell is a place where the chefs are British, the mechanics are French, the police are German, the lovers are Swiss, and everything is organized by the Italians Comparative advantages drive international/global trade Globalization: Alternative Scenarios
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4 Why go global (other reasons)? There are common “human” traits and evolving technology/economic driven similarities [“Global Village”] Culture status/affiliation Economies of scale (saturated developed market) Competition is leading to cost pressure and quality requirements that could only be satisfied by global products Unique traits Culture 1 Unique traits Culture 2 Human similarities
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The Value of China's Emerging Middle Class The McKinsey Quarterly, 2006 Most markets in the US are saturated: On average, each Chinese drinks only 1.5 cans or bottles of Coke a YEAR. Compare that to the average consumption in the U.S.: 1 can or bottle a DAY.
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6 Agenda Why do we go global How do we go global
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7 McDonald – product adaptation Rice Burgers Serve Beer Chicken or Lamb Seaweed Burgers ALL McDonald’s serve burgers, fries and have the same golden- arches logo, and very similar decor. Germany Indian Hongkong Japan
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Brand Translation BMW is translated into 马( Bao Ma) which means noble horse in Chinese. Less frequently, it is translated into 王 ( Bao Ma Wang) which means king of the noble horse in Chinese.
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Promotion adaptation Use Chinese paper cut to promote cell phone Use Chinese Kung-fu to promote Pepsi Use Indian woman’s vermillion to promote Camlin permanent marker
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Failed global promotion LeBron James
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11 Blunders in global marketing Hallmark cards failed when they were introduced in France. The French dislike syrupy sentiment and prefer writing their own cards. Philips began to earn a profit in Japan only after it had reduced the size of its coffeemakers to fit into smaller Japanese kitchens and its shavers to fit smaller Japanese hands. Coca-Cola had to withdraw its two-liter bottle in Spain after discovering that few Spaniards owned refrigerators with large enough compartments to accommodate it. General Foods’ Tang initially failed in France because it was positioned as a substitute for orange juice at breakfast. The French drink little orange juice and almost none at breakfast. Kellogg’s Pop-Tarts failed in Britain because the percentage of British homes with toasters was significantly lower than in the United States and the product was too sweet for British tastes.
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This document was uploaded on 03/31/2012.

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Mgmt 324 Notes (Global Marketing) - Marketing Management...

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