International Marketing CHAPTER 7 and 8 - NOTES
International Marketing CHAPTER 7 and 8 - NOTES
International Marketing CHAPTER 7 and 8 - NOTES
Business example: brand pampers wanted to replicate and translate its successful commercial in USA to
Japan. The only modification was the languages. Success in JP was not good, mainly because of cultural
factors, in JAPAN it has the believe that babies came from the inside of peaches flooting at a river instead
of the coming of the bird.
Intro: global advertising includes planning, budgeting, resource allocation issues, mesasage strategy,
local regulation, coordination of multi-country communication effort s and regiona and global campaign.
1. CULTURAL BARRIES
Coupons in USA are well received besides in EUR is not well perceived.
Translation errors. Preferable to use local translators. Types of errors: simple carelessness. Ex. Logan
by fisher: “body by fisher”. Multiple meaning words, idioms (local slang)
Religion: ex. The women public exhibition in Arabic countries and the distribution of hair
gadgets.
The effectiveness of a communication campaign depends on the extent to which the values evoked
by the campaign match the cultural values of the target audience. Example: slogan in Spanish for
Spanish audience is more effective than slogan in English. Exemples:
LIMITATIONS:
ADAPTATION
PROS:
Respecting local specification
Provide high local image.
CONS:
higher cost
Time consuming
CONVINING BOTH STRATEGIES: BUILD A GLOBAL ADVERTISING CAMPAING EFFECTIVE IN TERMS OF:
Antecedents factors affect the level of standardization lead to their consequences result
Consequences:
Environmental factors = we talk about hostede critirias
Expertise in copywrite
CONCLUSION:
CHAPTER 8: GLOBAL ADVERTISING AND PROMOTION II
Elements:
Sales promotion
Events and experiences
PR = public relations
Interactive marketing
Advertising (chapter 7)
Thanks to the connectivity to the same environment: by using application or devices from a
same brand = Samsung Case. OR the ICloud exemple: Iphone, icloud, ipad, itv, Ihome etc.
2. SALES PROMOTIONS
Main purposes from promotion = communication (inform) and persuading (influence).
SALES PROMOTIONS =
Country with low incomes levels = tends to be more familiar = so offering samples or free products as
promotion strategy.
According to the product live cycle should consider different promotions. Ex. If country is on early stage
of market evolution, should apply tools according to this approach. If product is in a mature stage =
considered brand loyalty.
Coupons have bad image in some countries (EX. USA prefer coupons than European = cultural
perception)
Main strategy = pull strategy: focus on main consumer, and pull strategy focus on trade.
Local government regulations as C&A for example: received of discount by paying in credit ard than
money (in Germany). Liberal and restricted countries: UK AND GERMAN WITH LOCAL REGULATION
(RESPECTIVELY)
3. DIRECT MARKETING
CREATIVITY
INSIGHT ABOUT TARGET AUDIENCE
Examples are:
Publicity
Special publications
Participation in community activities
Fund-raising
Event sponsorship (main players: Red BULL promoting different sport teams with the
slogan “wings to body and mind”
o Main risk = action have less impact by the quantity of sponsorship = reduce
relevancy. Also, possibility of controversial or scandals. Pay back of the event
could be evasive.
5. PRODUCT PLACEMENT
Def. a form of promotion where the brand is placed in the context of movie, TV, video
games or entertainment vehicles.
Advantage; less exposed to traditional media advertising.
Disadvantage: none too subtle use of product placement receives a fair amount of
criticism
Estimation companies spent around 3.6 billion of dollars.
EXEMPLE: Movie “the fighting club”: product placement of IKEA.
6. VIRAL MARKETING
Marketing tools try to achieve marketing obj, by boosting a self replicated viral process
throught social network.
Also called = work of mouse
Variables to achieve success:
o Identify a high networking influence.
o Have a compelling message to share.
EXAMPLES:
o Community mark
o Grassroots mark
o Evangelist mark
o Product seeding
o Influencers
o Referral programs
o Brand Blogging
o Buzz marketing
EXEMPLE Strategies: