both advertising researchers and practitioners are provided. Introduction Movies have almost always been a popular medium for product placement. Product placement in movies can be an effective international marketing strategy since movies are often produced for and play to audiences across cultures (McKechnie & Zhou 2003). Television has followed this pursuit and has emerged as another effective medium for product placement that 480 INTErNATIONAl JOUrNAl Of ADVErTISING, 2011,
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the individual's motivations, perceptions, learning and his beliefs and attitudes, or personality traits. The social factors that can have an influence include: personal influence, reference groups, family influence, social class, culture and subculture. While marketing products and services to certain individuals or groups, manufacturers need to determine the needs of the purchaser to reach their target group, which is where the psychological processes may come into play. Many psychological processes
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Marketing in Asia: How Nike Figured out China The China market is finally for real. To the country’s new consumers, Western products mean one thing, status. They can’t get enough of those Air Jordans. Nike swung into action even before most Chinese knew they had a new hero. The moment hurdler Lui Xiang became the country’s first Olympic medalist in a short-distance speed event – he claimed the gold with a new Olympic record in the 110 m hurdles last August. Nike launched a television
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Case Analysis Cereal Wa Consumer Behavior (BME-213914-13sp1) April 30, 2013 Dr. Lydia MacKenzie Abstract The cereal market which was highly competitive was decreasing in the 1990s. The sales were dropping increasingly. The sales were flat and not getting any better. According to Fraser, Jill Andresky “with sales basically flat, gross profit margins slipped from 53.2% in 1996 to 52.1% in 1997 and 51.5% in 1998. Earnings per share (EPS) dropped from $1.53 to $1.35 during the same period.” This
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prioritize the company’s tasks to solve them in the right order and synchronize efforts to move in the same direction. We covered subjects such as globalization, differences in cultures, the strategy of international business, and the organization of international business, global human resource management and global marketing. This knowledge is important because it gives me an understanding of how to utilize the knowledge behind a product, and bring inside knowledge to everyone on the team I create
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Marketing Principle Marketing Principles Table of Contents Introduction 1 Assignment 1 1 LO 2.1 show macro and micro environmental factors which influence marketing decisions 1 Assignment 2 3 LO 1.1 explain the various elements of the marketing process 3 LO 1.2 evaluate the benefits and costs of a marketing orientation for a selected organization 3 LO 2.2 propose segmentation criteria to be used for products in different markets 4 LO 2.3 choose a targeting strategy for a selected product/service
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Pages CONTENTS PREFACE xv PART 1 CHAPTER 1 GLOBAL MARKETING ENVIRONMENTS 1 Understanding Global Markets and Marketing 2 markets are becoming global 2 globalization: the world is becoming smaller 3 globalization and global marketing 4 Globalization: Opportunity or Threat? The Global Marketing Approach 6 6 global marketing and global markets 7 the cage distance framework 7 domestic and global marketing compared 8 Geographic or Spatial Distance 10 Psychic/Cultural
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Chapter 4: Ethical and Social Responsibility in Marketing Annual losses from theft of intellectual property: • Music industry…$12.5 billion • Movie industry…$18.2 billion • Software…$53.0 billion Losses from peer-to-peer downloading is perceived to be unethical by the majority of the US public, but only by one third of college students. Societal Values and Attitudes: • Are relative • Affect ethical and legal relationships It is not uncommon for a
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Spaceship retained a keen focus on innovation. The CEO Lebowitz believed that only by developing novel marketing concepts and adaptions of digital technology would a company be able to thrive in the new marketing environment. The company doesn’t copy, it sells the most compelling and aspirational way of connecting with consumers in a digital space. Third, Big Spaceship has a focus on developing marketing vehicles that entertained consumers, which means creating engagement with consumers for the brand---by
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the problems. The business plan assumed that the people from all over Europe would flock to EuroDisney. This plan wasn’t good because it failed to recognize how diverse those consumers would be. Although Europe is united as the European Union, the cultures have always been extremely distinct and independent. To what degree do you consider that these factors were a) foreseeable b) controllable by either EuroDisney or the parent company Disney? A closer look into the history and a better understanding
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