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INTERNATIONAL MARKETING

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Unfortunately, the Coke company did not discover until after thousands of signs ... the phrase means 'bite the wax tadpole' or 'female horse stuffed with wax' ... – PowerPoint PPT presentation

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Title: INTERNATIONAL MARKETING


1
INTERNATIONAL MARKETING
  • MARK 302
  • Lecture 1
  • 14July 2005
  • Dr Tim Beal

2
Todays Programme
  • Introduction
  • What is different about IM?
  • The Course

3
Introduction
  • Why are you here? What do you expect?
  • What is International Marketing?
  • Building on 200-level Marketing
  • Adding International to Marketing
  • Marketing in a much more complex environment
  • Much more fun

4
Examples of Pitfalls
  • Apocryphal stories of marketing blunders

5
Coke gets it wrong
  • The name Coca-Cola in China was first rendered as
    Ke-kou-ke-la. Unfortunately, the Coke company
    did not discover until after thousands of signs
    had been printed that the phrase means bite the
    wax tadpole or female horse stuffed with wax
    depending on the dialect.

6
Coke gets it right?
  • Coke then researched 40,000 Chinese characters
    and found a close phonetic equivalent
    ko-kou-ko-le, which can be loosely translated
    as happiness in the mouth.
  • (competition in 1930s)

7
Pepsi and KFC
  • In Taiwan, the translation of the Pepsi slogan
    Come alive with the Pepsi Generation came out
    as Pepsi will bring your ancestors back from the
    dead.
  • Also in Chinese, the Kentucky Fried Chicken
    slogan finger-lickin good came out as eat
    your fingers off.

8
Sex
  • Ford had a problem in Brazil when the Pinto
    flopped. The company found out that Pinto was
    Brazilian slang for tiny male genitals. Ford
    pried all the name plates off and substituted
    Corcel, which means horse.

9
Sex, second instalment
  • When Parker Pen marketed a ballpoint pen in
    Mexico, its ads were supposed to say It wont
    leak in your pocket and embarrass you. However,
    the company mistakenly thought the Spanish word
    embararzar meant embarrass. Instead the ads
    said that It wont leak in your pocket and make
    you pregnant.

10
Sex, yet again
  • Chicken-man Frank Perdues slogan, It takes a
    tough man to make a tender chicken, got it
    terribly mangled in another Spanish translation.
    A photo of Perdue with one of his birds appeared
    on billboards all over Mexico with a caption that
    explained It takes a hard man to make a chicken
    aroused.

11
Divided by a common language
  • In an effort to boost orange juice sales in
    predominantly continental breakfast eating
    England, a campaign was devised to extol the
    drinks eye-opening, pick-me-up qualities. Hence
    the slogan, Orange juice. It gets your pecker
    up.

12
And just on the scene
  • What is this?
  • ??

13
Google in China
  • How Google became a rude word in China
  • Customers take to the web
  • http//www.NoGuge.com/

14
What is different about IM?
  • Examples of linguistic problems
  • How many languages in the world?
  • Countryltgtlanguage
  • USA - growth of Spanish
  • 1/4 population Hispanic in 20 years
  • language gtgtgtculture
  • translation relatively easy - culture more complex

15
Firm and International Marketing Environment
  • See Fig 1.4 in textbook, International marketing
    task
  • Diagram

16
More than languages
  • Law
  • first aspect
  • How does law affect marketing?
  • Prohibition
  • alcohol, tobacco, sex, GM foods
  • Restrictions
  • children
  • Obligations

17
Obligations
  • Packaging
  • contents, languages, child-proof
  • Environmental standards
  • emissions, disposal
  • Ownership and access to market
  • mandatory joint ventures

18
Sanitary Phytosanitary (SPS) regulations
  • sanitary (human and animal health) measures and
    phytosanitary (plant health)
  • Often used as non-tariff barrier (NTB)
  • eg fireblight big dispute with Australia
  • Essential to preserve good reputation of exports
  • Eg Listeria in NZ cheese to Holland

19
Danger of litigation
  • US woman sues NZ Game Board because venison
    caused her to have an abortion (Dominion
    28/2/00)

20
Laws not merely national
  • many laws are supra-national
  • European Union
  • International presumes nations
  • Nation states becoming less relevant
  • Globalisation

21
The end of the nation state?
  • Market ltgt countryltgtculture
  • Most countries have a number of cultures
  • Most cultures are found in a number of countries
  • Distinction between IM and Marketing becoming
    increasingly blurred
  • Growth of global products
  • All marketing global marketing?

22
What does this mean?
  • IM is marketing in a more complex environment
  • All aspects of market planning have to be
    reexamined
  • What works in one place MAY not work in another
  • Course adds knowledge of international business
    environment to your knowledge of marketing

23
The Course
  • Approach to learning
  • MARK 302 coursepage/blackboard
  • Course outline

24
Approach to learning
  • Facilitate learning rather than prescribing
  • Learn by doing
  • Case studies, and projectsgtexam
  • Group work, but do not neglect individual work
  • Relevant - real issues rather than text book
    examples
  • Contemporary up-to-date
  • Utilise technology lots of video material

25
Technology
  • Caution - Sods Law in operation!
  • use Internet in lectures
  • MARK302 homepage - the coursepage

26
Mark 302 Homepage
  • Whats on it?
  • Course outline
  • Notices
  • Extra readings
  • Links to websites (eg Tradenz)
  • Lecture notes
  • Lets have a look
  • MARK 302 coursepage

27
Blackboard
  • Another route to the same information
  • http//blackboard.vuw.ac.nz

28
Course Outline
  • Why have a course outline?
  • Tells you want to expect
  • in terms of what the course covers
  • in terms of what we attempt to achieve
  • what is required
  • Fairly long and comprehensive

29
General
  • Applies 200 level marketing concepts to
    international arena
  • Introduction to global economy, structures and
    issues
  • Examines NZ issues
  • Environmental analysis
  • SWOT analysis
  • International Marketing Strategy

30
Course Information
  • Notice Board
  • Rutherford House mezzanine floor
  • MARK302 coursepage/blackboard
  • Email

31
Aims and Objectives
  • Understanding of marketing in the international
    environment
  • Analysing and communicating
  • Complexity, cultural and location specific
    factors
  • Opinions about theories and practices
  • Visiting speakers
  • Introduction to the Internet
  • Awareness of Asia

32
Competencies to be Achieved
  • Application of marketing concepts
  • Utilise information facilities for international
    markets
  • Understanding of the Web/ ICT
  • Environmental analysis
  • SWOT analysis
  • Strategic recommendation

33
Teaching Times
  • Weekly lecture
  • Tutorials
  • 10 of marks
  • wb 24 July

34
Staff
  • Administration Assistant
  • Mrs Jessie Johnston, 11th floor Rutherford House
  • Tutors
  • Yu Ge
  • Anastasia Larionova
  • Class representative
  • Need candidates next Friday

35
Visitors
  • Online databases/Commerce library/Endnote
  • Charlotte Clements
  • Assistant Commerce Librarian
  • Educational services
  • Victoria International
  • Pat English
  • China Market Manager, NZTE
  • Ken Muramatsu, NZ Translation Centre

36
Textbook
  • Richard Fletcher and Linden Brown International
    Marketing, an Asia-Pacific Perspective
  • 3rd edition 2005
  • Australian
  • Extra material on coursepage

37
Case Studies
  • One will be assessed
  • Others discussed in tutorials
  • List on final page
  • There will be a question on one of these
    industries in exam

38
Assessment and Due Dates
  • Spread out
  • Friday 18 August Wine Industry Case Study
  • 15 marks
  • Friday 6 October Research project
  • 35 marks
  • Tutorials
  • 10 marks
  • Exam
  • Registry open book, 2 hours, date tba
  • 40 marks

39
First assessment
  • Wine Industry case study
  • Statistics
  • Information collecting
  • Analysis
  • due 18 August
  • Feedback w/b 4 September (after break)
  • video

40
Major Project
  • Bringing together
  • materials from lectures
  • skills and tools from preparatory exercises
  • theoretical knowledge from textbook
  • market knowledge from country sessions
  • Education Services (product area)
  • Environmental analysis, SWOT and recommendations
    (strategy)

41
Educational Services
  • Growth area in long term
  • current difficulties
  • Political, social, ethical, cultural issues, etc
  • Industry you are all familiar with

42
Project Structure
  • Work in groups (form in tutorials)
  • Report to client
  • VUW Victoria International

43
Project Outputs
  • Environmental analysis
  • SWOT analysis
  • Strategic Recommendations

44
Other Information
  • Word limits
  • Work Load (10 hours )
  • Plagiarism
  • Grievances
  • Class representative

45
Schedule
  • Schedule on coursepage

46
Tutorial schedule
  • List of topics on final page
  • You should read the case study
  • Get additional information from web
  • Be prepared to discuss the questions
  • One case study will be used in the exam
  • Tutorial information on coursepage

47
What we did today
  • Difference between IM and Marketing
  • distinction increasingly blurred
  • Globalisation
  • Marketing in more complex environment
  • Textbook (FB) 1
  • Course
  • MARK 302 coursepage/blackboard
  • Course outline

48
Next week
  • Getting information for IM
  • Charlotte Clements, Assistant Commerce Librarian
  • Globalisation and the global economy
  • Textbook (FB) 2,11
  • Beal the Asian Titans
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