MARKETING
PEDRO COELHOSOMARKETINGlinguistics aspects of brandsPhonetic
devicesCoca Cola, Omo, Tic Tac, Chevy (for Chevrolet),
DashOrthographic devicesKool-Aid, 7Up, HP, P&G..Morphological
devicesTipp-ExSemantic devicesAqua Fresh, Kinder, NutellaDiscuss
the international transferability of the followingassemblages:Pizza
Dr Oetker Pizza Rustica GermanyComputer chip Intel Pentium
USDrilling tool Bosch Fuchsschwanz SpainCar Daewoo Nexia South
KoreaTomato sauce Mars Dolmio HollandInsecticide Bayer Baygon -
GermanyWhy is Dr. Oetker producing in France under the name
Ancel?Discuss the possible international extention of
followingbrands:Mller (Germany)Barilla (Italy)P & GTeysseire
(French syrups)Roi des Montagnes (French dried mush.)Nestl decided
to use directly its company name for all of itsmilk based products
in China. Discuss why?Nestl (Nescafe)in Spanish: No es caf or "It
isn't coffee."Chevy Novain Spanish "Nova" means "doesn't go""Pepsi
Brings You Back to Life"in Chinese "Pepsi Brings Your Ancestors
Back from theGrave"Parker Pen"it won't stain your pocket and
embarrass you in Spanish"it won't stain your pocket and get you
pregnant."Gerber baby food had baby on the labelin Africa,
companies routinely put pictures on the label ofwhat's insideGerber
= to vomit (in French)Verbal vs. non verbalEthnocentrismtendency to
look at the world primarily from the perspective ofone's own
culture.Stereotypes vs. PrejudicesWhorfian hypothesisBusiness
people from different cultures communicate indifferent ways but
also perceive, categorize and constructtheir realities
differentlyLinguistic ethoc. vs. Linguistic polyc.culture and
advertising execution: relative!LanguageCharacters and roles
representativeInfluence of more and religionVisual elements of
advertisingTarget groupsMedia typesHumorExchange at a French dinner
party at the time of GeneralDeGaulle's retirement:Dorothy
MacMillan: "What are you most looking forward to inthese retirement
years?Madame DeGaulle: "A penis."[Shocked silence]General DeGaulle:
"My dear, I think the English don'tpronounce the word quite like
that. It's not 'a penis' but'appiness'."Car attribute
importanceFrance vs. Germany vs. Italy vs. UKUnleaded gasEurope vs.
South East Asia
selling orientation
Traditional after geography
Global transnational segments
Ethnicity and ethnic segments
Cultural affinity classes
Cultural affinity zones
global country segmentationCountry levelMarket size, geography,
language, climateIndividual levelDemographic, brand loyalty,
product usage, buying patterns,psychographicDemographic
clustersAge, material status, education, incomeAttitudinal
clustersEnvironmental beliefs, faith in othersBehavioral
clustersWillingness to pay, effortwhy marketing adaptation is
necessary?92% culture87% market dev.84% competition82% laws78%
economic differences74% sociological consideration71% customer
perception60% technological consideration53% political
environment49% level of customer similarityA car :Steel+ plastics+
length+ weight, etc.Number of persons, guarantee, gas mileage,
level of comfortLuxury, economy, dynamism, sporty
PHYSICAL, SERVICES, SYMBOLSdimensions of service
qualityTangiblesPhysical appearance of business, HR & sales
literatureReliabilityPerforming the promised service (on/ in
time)ResponsivenessGood customer service (quickly &
honestly)AssuranceDegree of trust culture &
respectEmpathyGiving the customers a feeling of being interested in
theirproblems
whisch country is parent
!!!Corporation:BridgestoneRolls-RoyceHolliday InnRed
BullInyourPocketCirque du SoleilPumaBata ShoesRadisson SAS (B)RTL
GroupAdeccoIKEA
Parent
Country:JapanGermanyUKAustriaLithuaniaCanadaGermanySwitzerlandUSALuxembourgSwitzerlandNetherlandsImage:USAUKUSA????????????France??????Canada/Czech
R.ScandinaviaGermany/France??????Sweden
Discuss to what extent (for following products):
A world consumer exists??Products/ services are themselves
globalThe industry itself can be considered as global
AirlinesBeerPharmaceuticalsTobaccoMeat based foodsToilet
tissuesBlood analyzerMail serviceSheets & pillowsSki
liftsNotebooksWashing machinespolitical aspects of the marketing
environmentPolitical RisksNationalization, contract revocation,
reparation of funds,treatment of expatriate personalEconomic
RisksExchange controls, tax controls, price controls,
importrestrictionsAssessing political vulnerabilityGovernment vs.
BusinessPossible solutions and actionslegal aspects of the
marketing environmentLegal environmentInternational law vs. no one
universal lawBasis of legal systemsCommon law, Islamic law, civil
or code law, Socialist lawLegal issuesLaws within a countryEvolving
cyber laws
understanding contextual and cultural influencePower: Sugary
products, large breakfasts, bowling electrictrains, power
toolsMasculinity: Coffee, red meat, heavy shoes, strong
alcohol,shaving with razorIndividuality: Vodka, foreign cars,
cigarette holders, perfume,gourmet foodStatus: Scotch, ulcers,
heart attacks, indigestion, carpetsSocial acceptance: ice-cream,
coffee, toys, sugar, soap, beautyproductsEroticism: Sweets, gloves,
a men lightening a womans cigaretBehaviour!!Voice consumer
complaint behavior:Forget about the incident and do nothingComplain
to store manager next timeImmediately complain by repair
shopPrivate consumer complaint behavior:Decide not to use the
repair shop againSpeak to your friends about experienceConvince
friends not to use shop again3rd party consumer complaint
behaviorComplain to consumer agencyWrite to newspaper or take legal
actions?country of origin effectsMany consumers may take into
consideration the country oforigin of a product. The Made in label
matters a greatdeal to some consumersCountry of origin effects vs.
country of origin biasWhereby COO effects deal with the quality
perceptions ofproducts (differing by product category and quality
levelof the country of production), a bias is an
over/understatement of product attributes.Key findings:COO effects
are not stable; perceptions change over timeConsumers prefer
domestic products over importsThe critical factor appears to be the
place of manufacturerather than the location of the companys
headquartersDemographics makes a differenceCOO effects depend on
the product categoryAnd???Efficiency... the optimum method from
getting from one point toanother...Calculability... refers to the
quantitative aspects of products sold andthe service (in terms of
time) it takes to obtain thisproduct.Predictability...the assurance
that products and services will be thesame over time and in all
localesControl through nonhuman technology...is exerted over people
who enter the world ofMcDonalds.IrrationalityA side effect of
over-rationalized systems. Workers on anassembly line that are
hired and trained to perform asingle highly rationalized task -
burnout.DeskillingA work force with the minimum abilities possible
tocomplete simple focused tasks. This means that theycan be quickly
and cheaply trained and are easilyreplaceable.Consumer WorkersOne
of the sneakiest things about McDonaldization is howconsumers get
tricked into becoming unpaidemployees. They do the work that was
traditionallyperformed by the company
