Global Strategies for services, brands and social marketing Flashcards
What are the two main areas marketing can be split into?
Goods marketing
and
Service marketing
What are some examples of services to organizations?
Communication services, financial services, software development, database management, construction, computer support, accounting, advertising, consulting, legal
What are some examples of services to consumers?
Gyms, cleaning services, restaurant, insurance, salon, bank
What is meant by Heterogeneity (differing in kind) of consumer behavior and usage patterns across countries?
Greater adaptation for services marketed to consumers
What are the four main differences discussed between services and products?
Services are…
Intangible - cannot be stored or displayed
Simultaneous - production and consumption happen at the same time
Heterogeneous - hard to maintain standardization and consistency
Perishable - cannot be stored
What is the value of international service providers?
More than 1/2 of fortune 500, value produced exceeds manufacturing products, 25% world trade (advertising, legal services, etc.)
What are the most important things to know about transferring service models abroad?
- Guaranteeing quality worldwide = hard
- Fewer opportunities for economies of scale
- Back-stage elements (planning and implementation, invisible to the consumer) are EASIER to standardize than the front-stage elements (aspects of service encounters that are visible to consumers)
What are some cultural factors that affect service experience?
customer expectations - service levels and equal customer treatment
waiting experience - time and waiting lines
Service personnel - gender, social class, appearance and training
What is branding?
It’s more than just the name - it’s the intangible associations with the name
- user imagery, usage imagery, type of personality the brand portrays, type of relationship the brand seeks to build with customers.
Why do we make branding decisions?
We make branding decisions because the a globally recognized brand name = an asset.
It gives the product credibility, enables consumers to identify the product, helps consumers make choices faster
Give some examples of brand name decisions?
Arbitrary or invented word (lexus)
English (or foreign language) word but unrelated to the product (cheer)
English (or foreign language) that suggests some purpose of the product (mr. Clean)
English (or foreign language) word descriptive of product but may not be understandable to outsiders (Pampers)
Geographic place or common surname (Kentucky fried chicken)
Device, design, number, or some other element (3M)
What are the two examples discussed about changing brand name?
Darkie leading toothpaste brand in Asia - aquired by colgate in 1985 and name changed to Darlie
Federal Express used from 1973-200 bu then changed because “federal” connoted corrupt police in Latin America and link to republic od germany in europe.
What are the three key dimensions of brand evaluation?
- Quality Signal (global brands become a cue for quality)
- Global myth (local brands show what we are, global brands show what we want to be)
- Social responsibility (because firms behind global brands are perceived to have extraordinary power and influence, consumers expect these companies to address social problems)
What are the four consumer segments of evaluation of brands?
Global Citizens - 55%, use glbal brands to indicate quality, concerned with firms worker rights an enviroment.
Global Dreamers - 23%, global brands represent quality and attracted to lifestyle global brands portray, less concerned with social issues)
Antiglobals - 13% - skeptical of quality of global brands, buy local over global
Global Agnostics - 8% - judges global and local brand by the same criteria, neither impressed nor alienated by global brands
How to be included in the best global brands?
truly global, transcended geographic and cultural boundaries. Expanded across the established economic centers of the world.
How to be included in the best global brands in measurable terms?
30% of revenue form outside of brand’s home region
Significant presence: Asia, Europe, NA, and broad geographic coverage
Sufficient public availability of data on financial performance
Economic profit = +ve over the long term
Public profile and awareness across major economies.
What are some examples of pan-regional brands?
Sangri-la Hotel Chain in Asia
Electrolux (eurobrand)
Danone (eurobrand)
What are the top ten global brands?
- Apple, 2. Microsoft, 3. Amazon, 4. Google, 5. Samsung, 6. Toyota, 7. Mercedes-Benz, 8. Coca-cola, 9. Nike, 10.BMW
What do consumers typically say about global vs local brands?
- European consumers found local brands were same quality but were more reliable and better value for money.
- Consumers like local brands for food and households items
- Prefer global brands for electronics
What is private branding?
supplying products to another party for sale under the latter’s brand name.
- advantage for firms with strong manufacturing skills but little access to foreign markets
What are some global brand threats?
Brand name preemptions local individuals or business registers a famous internationla trademakr in their country before the actual owner of the brand does
Brand imitations
Counterfeit production illegal use of registered trademark
Piracy counterfeit production of copyrighted material
What are brand imitations?
Brand imitations employing packaging or marking that closely resembles those of the brand. “R” stands for registered trademark, only used in region possesing valid trade mark, “TM” stands for trademark - in process of registration)
How can you fight counterfeits?
Advertise
participate directly in investment and surveillance
Continue changing aspects of product, high-tech labeling and packaging
Push for better legislation
reconsider more aggressive pricing
Exit or avoid market
What is social marketing?
The adaptation of marketing practices designed to influence the voluntary behaviour of target groups to improve their personal welfare and that of society to which they belong
Influence of NGOs (non governmental organizations
What are the main differences between social and commercial marketing?
- Social marketers are not concerned with profitability, funding comes from source other than target markets (ex. governments or private donors)
- lateral partnerships are common (formal/informal agreements between NGOs to work towards a common goal to facilitate efficiency)
- consider how governments view their products/services
