BUS-2600 Chapter Notes - Chapter 19-20: Clairol, Global Marketing, Kfc
4 Feb 2020
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Global marketing: global marketing strategy comes down to two main issues, similar to single-country marketing. Increasing number of us companies in international markets. Increasing number of us companies are foreign controlled. Increasing number of non-us companies are becoming household names in us. Increasing number of non-us companies are building manufacturing plants in us. Language: **power is in its pervasiveness (taken for granted) Failing to meet culture (epic fails in global branding: what happens when you don"t understand language/cultural differences, clairol "mist stick" failed in germany, pepsi mistranslated as "pepsi brings your ancestors back from the grave" in. China (instead of "pepsi brings you back to life": kfc mistranslated as "eat your fingers off" in china (instead of "finger-lickin" good", coke modified image of parthenon with coke bottles (really offended the. Greeks: **culture can really impact a companies global marketing decisions. Decision process: entering foreign markets: decision process 1: level of corporate commitment, different market entry strategies:
