Exam office hours

1
Exam office hours

• Today 130 3 pm
• Tomorrow (Thursday) 930 11 am
• Friday 930 1015 am
• Exam on Friday 1030 1150 am in 351 Maguire

2

• Best viral videos 2008
• Levis
• Nike, Nike
• EA Sports
• Problem?
• Carlsberg beer

3
Factors to consider
MacDonalds, Subway
Euro Disney, Gerber
Colors (white in India, purple in Burma, red in
China vs. South Africa)
Semiotics the study of symbols and their meanings
4
Watch your language!

• Chevys Nova in Spanish no go
• Fords Fiera truck in Spanish ugly old woman
• Electrolux used the following slogan in an
  American campaign Nothing sucks like an
  Electrolux

5
Advertising slogans

• Coors get loose with Coors in Spanish came out
  as get the run with Coors
• Come alive with the Pepsi generation in Chinese
  Pepsi brings your ancestors back from the grave
• Got Milk? in Mexico Are you lactating?
• Perdue chickens it takes a tough man to make a
  tender chicken in Spanish it takes an aroused
  man to make a chicken affectionate

Backtranslation is very important!
6
Hall of shame list for brand names

• Krapp toilet paper (Denmark)
• Crapsy fruit cereal (France)
• Happy end toilet paper (Germany)
• Mukk yoghurt (Italy)
• Poo curry powder (Argentina)
• Pschitt lemonade (France)

7
Cultural ethnocentricity

• The tendency to view ones own values, customs,
  symbols and language as superior to anothers
• Consumer ethnocentrism holds that it is
  inappropriate to buy other countries products
  and services
• Country of origin effect

8
Alternative global market entry strategies
High
Amount of a firms financial commitment, risk,
marketing control, and profit potential
Low
Joint Venture
Direct Ownership
Exporting
Licensing
9
Alternative means to entry

• Direct vs. Indirect Exporting
• Licensing
• Contract manufacture
• Contract assembly
• Franchising
• Joint venture
• Utilize partner resources
• Disagreements can lead to break up
• Direct investment
• Most expensive but allows greatest control and
  profits

10
Product and promotion

• Same Product Adapt
  Product Create New Product
• Same
• Promotion
• Adapt
• Promotion

Product Extension Strategy (Gillette)
Product Adaptation Strategy (Nokia, Hyatt)
Product Invention Strategy (Cars (Toyota) Food
(Quaker oats)
Dual Adaptation Strategy (Coffee)
Communication adaptation strategy
(Bicycles, Camay)
11
Pricing strategy
Ipod Nano 4G - NY 249- Buenos Aires 592-
Tokyo 248

• Balance
• Cost
• Ability to pay
• Positioning
• Dumping product sold in a foreign country below
  domestic price or below cost
• Gray marketing (parallel importing) products
  sold through unauthorized channels of
  distribution
• Counterfeiting
• Slide show

Coke can - NY 1- Buenos Aires 0.65- Tokyo
1.36