11. global strategies for services, brands and social marketing
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Transcript of 11. global strategies for services, brands and social marketing
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THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),
FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka) 1
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Describe ways in which marketing services internationally differs from the international marketing of physical products.
Explain how culture can affect key aspects of services marketing. Compare the advantages and disadvantages of using global brand
names and using single-country brand names. Differentiate between a global brand name and a global brand
strategy. Identify the strengths and weaknesses of global brands versus
local brands. Define private branding and explain why it is used by some
international firms. Differentiate among trademark preemption, counterfeiting, and
product piracy, and suggest ways in which firms can seek to minimize each of these.
Explain how social marketing is similar to—and different from—the international marketing of products and services.
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Marketing services globallyBranding decisionsTrademarks and brand protectionSocial marketing in the global
context
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1. Communication services2. Financial services3. Software development4. Database management5. Construction
6. Computer support
7. Accounting8. Advertising9. Consulting10. Legal
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Services are: Intangible – They cannot be stored or
readily displayed or communicated Simultaneous - Production and
consumption happen at same time Heterogeneous - Production lines do
not exist to deliver standardized products of consistent quality
Perishable - Cannot be stored 5
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Guaranteeing quality worldwide = hard
Fewer opportunities for economies of scale
Back-stage elements (planning and implementation) are EASIER to standardize than front-stage elements (aspects of service encounters)
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Globally recognized brand name = asset Gives product credibility Enables consumers to identify the
product Helps consumers make choices faster
and more easily
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1. Identify common customer needs and determine how brand can deliver FUNCTIONAL and EMOTIONAL benefits.
Establish process to communicate brand’s identity to consumers, channels, and firm’s own employees.
Establish tracking system to chronicle global brand identity.
Determine whether company will employ a top-down or bottom-up global brand strategy approach.
Top down- organization follow more centralized top down approach
Bottoms up – more gradual bottoms up approach (Sony and Mobile)
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Importance of Brand Champions Charged with building and managing a
global brand Monitors the brand across markets Authorizes the use of the brand on other
products and businesses (brand extensions)
Typically senior manager at HQ, a product development group, manager of lead country, or manager of country with major market share for brand
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Consumers who rely on global brands to indicate products of quality and innovation
Concerned that transnational firms respect workers rights and the environment
Segment is 55% of consumers Fewer global citizens in the U.K. and U.S. More global citizens in Brazil, China,
Indonesia10
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Consumers who think global brands represent quality
Consumers attracted to lifestyle that global brands portray
Less concerned with social issues Global dreamers segment is 23% of
consumers Young people in Russia, the Ukraine, and
U.S. viewed themselves as part of global world and preferred global products
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Skeptical of the quality of global brands
Also do not trust transnational firms Prefer to buy local and avoid global
products The segment represents 13% of
consumers This segment is common in Britain
and China but less common in Egypt and South Africa
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Judges global and local brands by the same criteria
Neither impressed or alienated by global brands
Global agnostics represent 8% of the consumers
This segment is larger in U. S. and South Africa, but less common in Japan, Indonesia, China and Turkey
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Private branding – Supplying products to another party for sale under the latter’s brand name
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Counterfeits and piracyFighting counterfeits
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Adaptation of marketing practices designed to influence the voluntary behavior of target groups in order to improve their personal welfare and that of the society to which they belong
Influence of NGOs
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Social marketers not concerned with profitability
Social marketers’ funding comes from sources other than target markets
Lateral partnerships among social marketers are common
Social marketers consider how governments view their products
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