MARK20100 Lecture Notes - Lecture 23: Permanent Marker, Avon Products, Marketing Mix
Document Summary
Why is global marketing important: business world is changing, increased concerns about social issues/ environment, increased urbanization, increased communication. Why must cultural differences be taken into account: because culture influences, perceptions of quality, consumption patterns, perceptions of brand personality. Marketers take the exact same product and only change the coo. Ig(cid:374)ifi(cid:272)a(cid:374)t diffe(cid:396)e(cid:374)(cid:272)es i(cid:374) e(cid:448)aluatio(cid:374) of p(cid:396)odu(cid:272)ts that a(cid:396)e ide(cid:374)ti(cid:272)al i(cid:374) all (cid:396)espe(cid:272)ts e(cid:454)(cid:272)ept fo(cid:396) (cid:862)made i(cid:374)(cid:863) la(cid:271)el. Example= ge(cid:396)(cid:373)a(cid:374) (cid:272)a(cid:396)s / italia(cid:374) shoes / f(cid:396)e(cid:374)(cid:272)h (cid:272)heeses = coo affe(cid:272)ts (cid:272)o(cid:374)su(cid:373)e(cid:396)"s pe(cid:396)(cid:272)eptio(cid:374) of (cid:395)ualit(cid:455) Stereotypes of how we receive products based on their coo: German precision paper clip image with last paper clip flipped as an indication of a form of chaos reveals that germans are very reliable, precise, and robust. Products from france high class / showy / luxurious. Example= south of france soap not actually made in france, actually made in u. s. but marketers wanted to associate the product with the luxury and quality of france.
