benetton Flashcards
1
Q
Their global marketing
A
Didn’t adapt ads, one single universal message
2
Q
What is theme of ads: what did it lead to
A
Social issues - usually avoided by marketeers => gave meaning to brand
3
Q
Do core brand values have to remain consistent over time?
A
Yes
4
Q
International marketing strategy
A
- production
- sales
- customer
- strategic marketing
- social marketing
5
Q
Brand decisions
A
- Language/phonetics
- local considerations
- brands resulting from M&A
- local perception of country of origin
- protected origin (e.g. Porto)
- generic name (e.g. Kleenex)
6
Q
Marketing mix adaptation
A
- product adaptation
- pricing complexities
- promotional approach
- distribution practices
- advertising/communication
7
Q
GAP analysis
A
show us why sales aren’t as high as they could be