Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 12, Problem 12.16VC
Summary Introduction
Case summary:
The widespread “ship my pants” advertisement, Company KM again hit with a promotion that was viewed as humorous by few, a stroke of brilliance by advertising criticizers and aggressive by others. It is the most recent advertisement, “Big Gas Saving” that was propelled on Website YT preceding to airing on television and similar to that of “ship my pants” advertisement that became sensational.
In addition to pull its sales out, Company KM struck a very timely note in the tune of customer’s value “saving money on gasoline” where customers can think of saving $30 on gas than spending $50 or more it stores. The main benefit for customers is relief from traffic into KM Stores.
Characters in the case:
- Company KM
Introduction:
An advertising message conveys a meaning or message to the customers through words or pictures. It should be a message that drags customers' attention.
To determine: The reason to select Website YT to upload a video.
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Find a company that has gone global. Research details of a multinational company.
Copy the Organization website link here:
Who is the organization?
What is the product or service? Are there any changes in the product or services in the various locations?
What are some of the External Environment Factors Facing this global Market?
Example: Culture? Natural resources? Economic & Technological Development? Political Structure? Demographic Makeup?
What is the economic development of the majority of the countries your company is present in?
Developed or less developed Country?
How is this company using Social Media to reach their global Marketing?
Provide a sample of the global advertising for this company, provide a picture or a video.
Now, you are working on the last section of your Portfolio Project. This week you will complete the following:
You have proven to the management team that you have carefully considered the cultural aspects of expanding the business into a new country. They would like to hear your specific plans for ensuring operational success in their next meeting. Prepare a report addressing the following topics:
Strategic Management: Discuss the critical factors of the Strategic Management Process important to successful operations in your country.
Organizational Structure: Discuss the type of organizational structure that will be most effective in the new location including the manufacturing facility.
Control and Monitoring Systems: Discuss your plan for control and monitoring systems issues for the expansion and operations within the manufacturing facility.
Staffing and Compensation: Discuss how you will staff the operation and how you will compensate the employees and any training that will…
Economic growth has slowed in recent years in many developed markets. In order to continue growing, large corporations are expanding into international emerging markets, such as China and India. And while some are targeting a new emerging middle class in these regions, many corporations like Procter & Gamble (P&G), Panasonic, and Unilever are searching for ways to reach a largely untapped demographic: the global poor who live on less
than $2 per day.
As discussed in the chapter, single- or small-use packaging has been a popular strategy for Unilever and other multinationals in rural and emerging markets. Other companies have tried to simplify more complex and costly designs to drive prices down for poor consumers. However, simplifying design and lowering other costs has not been enough to successfully penetrate the lowest level of the economic pyramid. Panasonic’s head of overseas consumer products, Hitoshi Otsuki, said that, “If it starts with a Japanese product or Japanese…
Chapter 12 Solutions
Marketing: An Introduction (13th Edition)
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