MKT 3411 Lecture 8: Global Values, Chapter 4 (2.23.17)
Document Summary
Oreos: an american tradition: kraft owns oreo, chinese people never had oreos, international market strategy, hired chinese marketing team. Film children doing same thing/just change ethnicity of kid for specific region (white kid for us suburbs, asian kid for china) Chinese population didn"t like sweetness of oreo. Chinese population were not big cookie eaters. 14 cookies for . 00 more than they were willing to pay: kraft created 20 different prototype packages: Sales still remained flat: oreo sales big in the us because it began as a tradition. Oreo cookie has no roots in asia: oreo changed cookie to wafer-biscuit (popular in china) Wafer-biscuit sales took off in china: oreos successful because they tailored product to chinese culture. Values: belief that some condition is preferable than the opposite, different cultures have different core values that are affected by: Relationship between society and natural environment: in china, it"s looked down upon to put older generations into retirement homes.
