International & Global Marketing. Cross Cultural Research Activity Research two world cultures....
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![Page 1: International & Global Marketing. Cross Cultural Research Activity Research two world cultures. Explain where they are in the world, something unique.](https://reader035.fdocuments.in/reader035/viewer/2022062803/56649f505503460f94c7288d/html5/thumbnails/1.jpg)
International & Global International & Global MarketingMarketing
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Cross Cultural Research Cross Cultural Research ActivityActivity
•Research two world cultures. •Explain where they are in the world, something unique about the culture and identify some ‘do’s and taboo’s’ – •what should you do or NOT do as a traveller (or if travelling on business) and why?•We stopped here today. Tomorrow we will start from next slide.
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Two Cultures, Two Barbies
The Barbie Doll didn't do very well in Japan, until Mattel gave the manufacturing license to Takara, a Japanese toy and doll specialist. Takara did some marketing research and found that most Japanese disliked Barbie. Her breasts were far too big, her legs were exaggeratedly long.So Takara made the appropriate modifications to Barbie's anatomy, converted her blue eyes to brown as well, and found instant success in the market.
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In India it was a totally different story.In India it was a totally different story. India loves this little doll just as she is, golden
blonde, blue eyed and leggy, if a bit plastic. This Barbie is a precise copy of her American This Barbie is a precise copy of her American
incarnation, right down to the design of her incarnation, right down to the design of her miniskirt, her lounger and end table set, her miniskirt, her lounger and end table set, her diary, and antique telephone.diary, and antique telephone.
BUT…There is no place for a Ken doll in the market. The concept of a boyfriend may be too advanced in The concept of a boyfriend may be too advanced in
India where premarital relationships are frowned India where premarital relationships are frowned on and many wedding couples don't meet until their on and many wedding couples don't meet until their wedding day.wedding day.
What sells in America does not What sells in America does not necessarily sell in Japannecessarily sell in Japan
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VIDEOVIDEOMeetings and cultural importance http://www.youtube.com/watch?v=JK_NinOmFWw&NR=1
Traveling http://www.youtube.com/watch?v=v1vvLQd53Ps
Gift givinghttp://www.youtube.com/watch?
v=8jrbu0lCWjk&feature=relatedPersonal spacehttp://www.youtube.com/watch?
v=sLLTQgQHClI
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Product/Promotion StrategyProduct/Promotion Strategy
Straight Extension
Product Adaptation
Communication Adaptation
Dual Adaptation
Same
Same
PRODUCT
Different
Different
PROMOTION
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When companies enter foreign market, sometimes they change only the product Product Adaptation
Sometimes they change only the promotion Communication Adaptation
Sometimes they change both promotion and product Dual Adaptation
Product / Promotion Strategy Product / Promotion Strategy
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Luxury products like BMW, Coach High-tech products like Ipad Mass appeal products like
Mcdonald Favorable country image products
such as the Roots, Molson and Schneider
Products Suitable for Products Suitable for Standardized AdvertisingStandardized Advertising
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Basic approach• Specific communication strategy• Specific Audience
Local adjustments•Words and the lyrics are translated• Basic adjustments made to the
copy• Visual adjustments made to the
copy
Coca-Cola: “Pattern Coca-Cola: “Pattern Advertising”Advertising”
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Tailoring Global Tailoring Global CampaignsCampaignsCoca-Cola
A thousand children singing the praises of Coca-Cola
21 localized versions witha youngster from the local
market
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Tailoring Global Tailoring Global CampaignsCampaignsCoca-Cola
A thousand children singing the praises of Coca-Cola
21 localized versions witha youngster from the local
market
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Working in a group, you will be assigned a country and given a country profile.
American Eagle Outfitters wants to open stores in the country you have been assigned.
Read through the profile and outline what AE should do for each of the 4 P’s of marketing in that country.
You may change the style of products, advertising message etc. to suit the country’s culture.
TaskTask
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http://www.youtube.com/watch?v=pxoB6MhmbIg
Body LanguageBody Language