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Chapter 06 - Understanding and Reaching Global Consumers and Markets
CHAPTER CONTENTS
PAGE
POWERPOINT RESOURCES TO USE WITH LECTURES ........................................... 6-2
LECTURE NOTES
• Chapter Opener: Amazon Builds a Multi-Billion Dollar Operation in India ............... 6-4
• Dynamics of World Trade (LO 6-1) ............................................................................. 6-5
• Marketing in a Borderless Economic World (LO 6-2)................................................. 6-7
• A Global Environmental Scan (LO 6-3) ..................................................................... 6-13
• Comparing Global Market-Entry Strategies (LO 6-4) ................................................ 6-18
• Crafting a Worldwide Marketing Program (LO 6-5) .................................................. 6-21
6-1
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
PowerPoint
Videos Slide
6-1: Nestlé Hungary Ad ..................................................................................................................... 6-17
6-2: Nestlé Japan Ad ......................................................................................................................... 6-22
6-3: Denizen Video ........................................................................................................................... 6-24
6-4: Nescafé China Video ................................................................................................................. 6-34
6-5: Mary Kay Video Case ............................................................................................................... 6-37
6-2
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
LO 6-1: Describe the nature and scope of world trade from a global perspective.
LO 6-2: Identify the major trends that have influenced world trade and global marketing.
LO 6-3: Identify the environmental forces that shape global marketing efforts.
LO 6-4: Name and describe the alternative approaches companies use to enter global markets.
LO 6-5: Explain the distinction between standardization and customization when companies
craft worldwide marketing programs.
KEY TERMS
6-3
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
LECTURE NOTES
• In order to succeed in India, the company needs great people, great platform and
about $25 million per month to build business for Amazon. Why India?
a. India is the 2nd most populous country with more than 1.3 billion people.
d. India’s per capita income is rising and total purchasing power of its economy
ranks 3rd behind China and the U.S.
e. India has 2nd largest Internet user base in the world and will have 790 million
users in 2020.
• Payment systems – Barely 60% of Indian consumers have bank accounts and only
12% have credit or debit cards. Roughly 50% of Indian buyers pay cash only when
purchases are delivered. Thousands of small shop owners act as pickup points in
exchange for a commission per package.
• Cloud technology expansion – Amazon had to expand its cloud computing platform
in India in 2016 to improve service.
• India represents the last major e-commerce opportunity in the world with revenue
expected to reach $137 billion by 2020, more than 10 times the 2013 level of $13
billion.
6-4
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
• Manifest themselves in country, company, industry, and regional exports and imports.
a. The United States, China, Japan, Western Europe, and Canada together
account for more than two-thirds of world trade in manufactured products and
commodities.
6-5
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
d. Countertrade.
• Is the practice of using barter rather than money for making global sales.
• Occurs because:
– 70 percent of all countries do not have convertible currencies.
– Government-owned enterprises lack sufficient cash or credit for
imports.
• Involves an estimated 10 to 15 percent of world trade.
• Is popular with many Eastern European, Russian, and Asian countries.
c. But over the past 30 years, its percentage share of world imports has increased
while its percentage share of exports has decreased.
e. Over the past 30 years, two things have happened regarding U.S trade:
• The U.S. has had a continuing balance of trade deficit (imports have
significantly exceeded exports each year).
• The volume of both exports and imports has increased dramatically, which
impacts every American.
f. The four largest importers of U.S. products and services are Canada, Mexico,
China, and Japan, purchasing approximately 67% of U.S. exports.
g. The four largest exporters to the U.S. are China, Canada, Mexico, and Japan.
6-6
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
LEARNING REVIEW
6-1. What country is the biggest as measured by world trade?
Answer: China.
Answer: The phenomenon in which one country’s imports affect the exports of other
countries and vice versa, thus stimulating economic activity in all the nations involved.
6-7
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
World trade benefits from free and fair trade among nations. Nevertheless,
governments of many countries continue to use tariffs and quotas to protect their various
domestic industries. Why? Protectionism earns profits for domestic producers and tariff
revenue for the government. There is a cost, however. Protectionist policies cost consumers
who pay higher prices because of tariffs and other protective restrictions.
Regional trade agreements, such as those found in the provisions of the European
Union and the North American Free Trade Agreement, may also pose a situation whereby
member nations can obtain preferential treatment in quotas and tariffs but nonmember
nations cannot. Protectionism, in its many forms, raises an interesting global ethical
question. Is protectionism, no matter how applied an ethical practice?
6-8
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
b. Sets rules governing trade between its members through panels of trade
experts who…
• The WTO:
b. Has 162 member countries, including the U.S., which account for more than
90 percent of world trade.
b. As a single market, the EU has more than 500 million consumers, with a
combined GDP larger than the U.S.
c. The euro.
• Has been adopted as a common currency by 16 EU countries.
• Has been a boon to electronic commerce in the EU by eliminating the
need to continually monitor currency exchange rates.
a. NAFTA lifted many trade barriers between Canada, Mexico, and the U.S. to
create a marketplace with more than 475 million consumers.
6-9
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
The borderless economic world has created a new reality for marketers.
1. Global competition.
a. Exists when firms originate, produce, and market their products and services
worldwide.
b. International firms.
• Market their existing products and services in other countries the same
way they do in their home country.
• Example: Avon.
c. Multinational firms.
6-10
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
• View the world as consisting of unique parts and markets to each part
differently.
• Use a multidomestic marketing strategy, which means they have as
many different product variations, brand names, and advertising programs
as countries in which they do business.
• Example: P&G’s Mr. Clean, Mastro Limpio, and Mr. Proper.
d. Transnational firms.
• View the world as one market and emphasize cultural similarities across
countries or universal consumer needs and wants more than differences.
• Employ a global marketing strategy, which:
– Is the practice of standardizing marketing activities when there are
cultural similarities and adapting them when cultures differ.
– Allows marketers to realize economies of scale from their production
and marketing activities.
– Is popular among many business-to-business marketers.
• Market a global brand—a brand marketed under the same name in
multiple countries with similar and centrally coordinated marketing
programs.
– Global brands:
* Have the same product formulation or service concept.
* Deliver the same benefits to consumers.
* Use consistent advertising across multiple countries and cultures.
– Adaptation occurs only when necessary to better connect the brand to
consumers in different markets.
a. Global consumers:
• Consist of consumer groups living in many countries or regions of the
world who…
• Have similar needs or seek similar features and benefits from products or
services.
b. Evidence suggests:
• The presence of a global middle-income class, a youth market, and a
global elite segment…
6-11
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Chapter 06 - Understanding and Reaching Global Consumers and Markets
MARKETING MATTERS
Customer Value: The Global Teenager—A Market of 2 Billion Voracious Consumers
The global “teenager market” consists of 2 billion 13- to 19-year-olds who live in
Europe, North and South America, and industrialized nations of Asia and the Pacific Rim.
The similarities among these teens are greater than their differences in terms of clothes,
shoes, cosmetics, video games, and music. They spend $820 billion annually for these
products. Global teenagers are influenced by the fashion and culture exhibited by U.S. teens.
6-12
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Chapter 06 - Understanding and Reaching Global Consumers and Markets
• The Economic Espionage Act (1996) makes this a federal crime in the U.S.;
prison sentences up to 15 years and fines up to $500,000 for individuals.
• Agents of foreign governments guilty of economic espionage face 25 years in
prison and $10 million fine.
LEARNING REVIEW
6-3. What is protectionism?
6-4. The North American Free Trade Agreement was designed to promote free trade
among which countries?
6-5. What is the difference between a multidomestic marketing strategy and a global
marketing strategy?
A. Cultural Diversity
6-13
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
1. Values.
b. Cultural values are apparent in the personal values of individuals and affect
their attitudes and beliefs toward specific behaviors and attributes of offerings.
2. Customs are what is considered normal and expected about the way people do
things in a specific country.
a. Customs can vary from country to country (Example: French men wear more
than twice the number of cosmetics than women do. Japanese women give
Japanese men chocolates on Valentine’s Day).
b. The custom of giving token business gifts is popular in many countries where
they are expected and accepted.
c. Global marketers can tie positive symbolism to their products, services, and
brands to enhance their attractiveness to consumers.
d. Global marketers must be aware that cultural symbols evoke deep feelings;
improper use of symbols can spell disaster. Examples:
• #13 in the U.S. • Thumbs up in the U.S.
6-14
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Chapter 06 - Understanding and Reaching Global Consumers and Markets
f. Global marketers must also sensitive to the fact that the country of origin or
manufacture of products and services can symbolize superior or poor quality
in some countries.
4. Language.
b. English, French, and Spanish are the principal languages used in global
diplomacy and commerce.
B. Economic Considerations
1. Economic Infrastructure.
e. The lack of formal financial and legal systems in some countries can cause
problems when:
6-15
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Chapter 06 - Understanding and Reaching Global Consumers and Markets
b. Per capita incomes vary widely between nations (EU countries = $35,000;
Liberia = $700).
b. Failure to consider exchange rates when pricing products for global markets
can have dire consequences with respect to sales and profits.
C. Political-Regulatory Climate
• Marketers must not only identify a country’s current political and regulatory
climate, but also assess how long a favorable or unfavorable climate may last.
1. Political Stability.
a. Billions of dollars in trade have been lost as a result of internal political strife,
terrorism, and war among and within countries.
2. Trade Regulations.
a. Countries have rules that govern business practices within their borders,
which often serve as trade barriers.
b. Japan has some 11,000 trade regulations.
c. Trade regulations also appear in free trade agreements among countries.
d. EU nations abide by some 10,000 rules that specify how products are to be
made and marketed.
e. Many European companies require suppliers to be ISO 9000 certified.
LEARNING REVIEW
6-6. Cross-cultural analysis involves the study of __________.
6-7. When foreign currencies can buy more U.S. dollars, are U.S. products more or less
expensive for a foreign consumer?
6-17
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
• The amount of financial commitment, risk, marketing control, and potential profit
increases as the firm moves from exporting to direct investment.
A. Exporting
MARKETING MATTERS
Entrepreneurship: Creative Cosmetics and Creative Export Marketing in Japan
A medium-sized U.S. cosmetics firm has had marketing success in Japan because of
its top-quality product, effective advertising, and export marketing program relying on savvy
Japanese distributors. Fran Wilson Creative Cosmetics does not sell to department stores,
which are supplied by two leading Japanese cosmetics firms. Rather, the company sells its
Moodmatcher lipstick through Japanese distributors that reach Japan’s 40,000 beauty salons.
The company accounts for 20 percent of the lipsticks exported annually to Japan by U.S.
cosmetic companies.
• Involves more risk than indirect exporting for a firm but can provide
increased profits.
• Is commonly employed by large firms and is the prominent strategy among small-
and medium-sized companies.
B. Licensing
• Under licensing, a company offers the right to a trademark, patent, trade secret, or
other similarly valued items of intellectual property in return for a royalty or a fee.
a. Advantages of licensing:
• Low risk.
• Capital-free entry into a foreign country.
• Gain information that allows it to start with a competitive advantage.
• Foreign country gains employment since the product is made locally.
b. Disadvantages of licensing:
• Licensor gives up control of its product.
• Licensor reduces the potential profits gained from it.
• The licensor may create its own competition because some licensees are:
– Able to modify the product and enter the market themselves with…
– The product and marketing knowledge gained from the licensor.
• If the licensee is a poor choice, the name or reputation of the company
may be harmed.
b. With contract assembly, the U.S. company may contract with a foreign firm to
assemble (not manufacture) parts and components that have been shipped to
that country.
c. In both cases:
• The advantage to the foreign country is the employment of its people.
• The U.S. firm benefits from the lower wage rates in the foreign country.
6-19
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
C. Joint Venture
• A joint venture:
b. Creates a local business in order to share the ownership, control, and profits of
the new company.
a. One firm may not have the necessary financial, physical, or managerial
resources to enter a foreign market alone.
D. Direct Investment
• Direct investment:
b. Is the biggest commitment a firm can make when entering the global market.
• For many firms, it often follows one of the other three market-entry strategies.
a. Cost savings.
LEARNING REVIEW
6-8. What mode of entry could a company follow if it has no previous experience in
global marketing?
Answer: Under licensing, a company (licensor) offers the right to a trademark, patent,
trade secret, or other similarly valued items of intellectual property in return for a fee or
royalty. It is a low-risk, capital-free strategy to enter a foreign country. However, the
licensor forgoes control of its offerings and potential profits are reduced while the
licensee gains information that may give it a competitive advantage in the future. In a
joint venture, a foreign company and a local firm invest together to create a local
business to produce some product or service. The two companies share ownership,
control, and profits of the new entity. Neither firm may have the resources necessary to
enter the foreign market on its own. However, the two companies may disagree about
policies or courses of action or when government bureaucracy bogs down the efforts.
a. Have five strategies for matching products and promotion efforts to global
markets, which are…
6-21
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Chapter 06 - Understanding and Reaching Global Consumers and Markets
b. Based on whether they extend or adapt their product and promotion message
for consumers in different countries and cultures.
1. Product extension.
a. Involves selling virtually the same product in other countries.
b. Works best when the target markets share the same desires, needs, and
uses for the product.
B. Distribution Strategy
• [Figure 6-6] The starting point is the seller, who is responsible for the successful
distribution to the ultimate consumer.
• Intermediaries then bring buyers and sellers together to distribute the product
from one country to another.
• Once the product is in the foreign nation, that country’s distribution channels take
over.
• These channels can be very long or surprisingly short, depending on the product.
6-22
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
C. Pricing Strategy
• Individual countries, even those with free trade agreements, may impose
considerable competitive, political, and legal constraints on a global company’s
pricing strategy.
• Economic factors, such as the costs of production, selling, and tariffs, plus
transportation and storage costs, also affect global pricing decisions.
a. Dumping occurs when a firm sells a product in a foreign country below its
domestic price or below its actual cost. This is because:
• A company wants to build its market by pricing at a competitive level.
• The products being sold may be surplus or cannot be sold domestically
and, therefore, are already a burden to the company.
LEARNING REVIEW
6-10. Products may be sold globally in three ways. What are they?
Answers: Products can be sold: (1) in the same form as in their home market (product
extension); (2) with some adaptations to make them more appealing to local consumers
(product adaptation); and (3) as a totally new product to satisfy consumers’ needs
across countries (product invention).
Answer: Dumping is when a firm sells a product in a foreign country below its
domestic price or below its actual cost to produce to build a company’s market share or
a surplus exists because the company cannot sell it domestically.
6-23
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
1. Explain what is meant by this statement: “Quotas are a hidden tax on consumers,
whereas tariffs are a more obvious one.”
Answer: Quotas represent a hidden tax on consumers because they limit supply of
products, which in turn increases prices. Tariffs are literally a government tax imposed on
imported goods.
Answers: The best alternative for a novice firm is indirect exporting—selling its
domestically produced goods in a foreign country through an intermediary, such as a
distributor, that has the marketing know-how and the resources necessary for the effort to
succeed. This will allow consumers in the target country to try the firm’s products and to
begin to recognize its name. It also entails the lowest risk and investment from the firm.
a. Direct exporting. Selling the firm’s domestically produced goods in a foreign country
without intermediaries.
b. Licensing. Offering the right to a trademark, patent, trade secret, or other intellectual
property in return for a royalty or fee.
c. Joint venture. Occurs when a firm and local firm invest together in a foreign country
to create a local business.
d. Direct investment. Entails a domestic firm actually investing in and owning a foreign
subsidiary or division.
Answer: Among the risks of licensing are the licensor’s losing control of its products and
the licensor’s creating its own competition by the licensee’s somehow modifying the
product. Before selecting a licensee, Coca-Cola should perform a cross-cultural analysis of
6-24
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
the target country, reviewing regulations and business customs in the country to be sure its
patents will be respected.
Selecting a licensee requires careful background checks into its values, past business
practices, and finances. The licensing agreement should set up a monitoring process over
the licensee’s production and over its marketing and distribution. All of these steps must
be taken with sensitivity in order to protect Coca-Cola’s brand without offending the
licensee and consumers in the country. The people at Coca-Cola that are monitoring
production, marketing, and distribution should be fluent in the language and customs of the
country and should be committed to developing a relationship over time with the licensee.
6-25
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
Does your marketing plan involve reaching global customers outside the United
States? If the answer is no, read no further and do not include a global element in your
plan. If the answer is yes, try to identify the following:
Answers to these questions will help in developing more detailed marketing mix
strategies described in later chapters.
Special issues for students to consider if marketing a product to another country include:
While the global customers are important to food chains like McDonald’s or
manufacturers like General Electric, most student marketing plans will not need to consider
global customers. Rare exceptions might be a small manufacturer or a retail shop located on or
near the border with Canada or Mexico.
6-26
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
This case describes the market entry into India by Mary Kay, Inc. At the time of the
case, Mary Kay, Inc. was one of the largest direct sellers of skin care and color cosmetics in the
world. The company’s brands are sold in more than 35 markets on five continents.
This video case provides students with an opportunity to explore different aspects of its
global operations in the context of the entry into India. Specifically, students are asked to: (1)
define what type of global company it is; (2) describe the global market-entry strategy used by
the company to enter India; and (3) decrease whether or not Mary Kay is a global brand.
Teaching Suggestions
This case addresses global marketing organizations, global market-entry strategies, and
global branding. As such, the case provides a basis for review and possible synthesis of these
topics. Instructors might emphasize this benefit when discussing the case.
1. A useful opening question to students is: “Are any of you familiar with Mary Kay, Inc.
and its products?”
2. Assuming some students say “yes”, then these students might be asked: “Does Mary Kay
do business in India like it does in the United States?”
Answers to Questions
Answer: On one level, Mary Kay evidences the structural characteristics of an international
firm, like that described for Avon in Chapter 7. Specifically, Mary Kay distributes its
product line through direct selling in India and its other 35 markets around the world. On
another level, a modest argument can be made that Mary Kay aspires to a transnational
firm. This argument is based on the Mary Kay corporate philosophy related to “enriching
women’s lives by helping women reach their full potential, find their inner beauty and
discover how truly great they are.”
6-27
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
2. What global market-entry strategy did Mary Kay use when it entered India?
Answer: Mary Kay used an exporting global market-entry strategy. Specifically, the
company employed direct exporting since it used no intermediaries, relying instead on
company-owned distribution centers and a direct sales force. It appears that Mary Kay is
likely to adapt to a direct investment strategy given its plan to invest $20 million in India
over a five-year period.
Answer: Yes, Mary Kay is a global brand. Why? The Mary Kay brand is marketed under
the same name in multiple countries (35 markets on five continents) with similar and
centrally coordinated marketing programs. Except for minor product variations to reflect
skin care and cosmetic preferences and needs in different regions of the world, Mary Kay
centrally-coordinates its marketing program, as evidenced by the common direct selling
organization in different countries and Sheryl Adkins-Green’s responsibilities related to
global brand and product initiatives.
Epilogue
Mary Kay has enjoyed success in India. Since 2009, the company posted year-on-year
growth of 45 percent in India. According to K. K. Chua, President of Asia-Pacific, for Mary Kay
in 2012:
“We continue to attract aspirational consumers who seek value for money. As incomes
are fast growing in India, we hope to enlarge our consumer base. We will continue to
expand all our category portfolios with unique products for our Indian consumers.”
On February 18, 2013, Mary Kay, Inc. announced that it would discontinue its operations
in India. In December 2012, the government of India proposed a ban on multi-level marketing in
India. When Mary Kay, Inc. announced its decision to depart India, the company president said:
“We have seen the regulatory environment in India for both direct selling and cosmetics
companies dramatically change and change again at an alarming and inconsistent rate,
while the country’s infrastructure continues to create insurmountable obstacles.
Despite significant investments of time and money, our operation in India has not
performed as we had hoped and expected. So, we have made the decision to reallocate
the Company’s resources to other international markets.”
Other global direct selling companies such as Amway have also experienced difficulties due to
the regulatory issues. The World Federation of Direct Selling Associations (WFDSA) is now
trying to hold meetings with the many stakeholders to address the concerns.
6-28
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Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
Mary Kay recently celebrated its 50th anniversary. According to David Holl, President
and CEO for Mary Kay, “Our 50th anniversary has been a record-setting year.” In the past year,
350,000 Mary Kay businesses were started by new independent sales force members around the
world. As a tribute to the company’s founder, Mary Kay Ash, Mary Kay Inc. launched the ‘One
Woman Can Makeover Contest.’ Participants received a personalized makeover, and winners
received a $5,000 grant to a charity of their choice that supports women and children. In
addition, Mary Kay sponsored the first-ever Mary Kay Global Makeover Day where more than
20 Mary Kay markets around the world hosted the most number of makeovers in 24 hours.
Sources: “Fifty and Fabulous—Mary Kay Continues to Experience Record-Breaking Growth During Golden
Anniversary Year,” Marketwired, July 25, 2013; “Changing Looks and Changing Lives with the Mary Kay ‘One
Woman Can’ Makeover Contest,” India Retail News, April 1, 2013; and “Mary Kay Quits India Citing Regulatory
Issues, Poor Sales,” The Hindu Business Line, July 24, 2013.
6-29
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Chapter 06 - Understanding and Reaching Global Consumers and Markets
Learning Objectives. To have students: (1) identify the problems U.S. global marketers
typically face when adapting a U.S. product to sell to foreign consumers and (2) suggest
marketing mix actions that Carma Labs might make for its Carmex healing cream to appeal to
European consumers.
• Classify the type of global company Carma Labs is (an international firm, a
multinational firm, or a transnational firm).
Estimated Class Time and Teaching Suggestions. About 20 minutes, taught in class in
4-person teams.
Materials Needed.
• Copies for each student of the of the “Marketing Actions to Improve Carmex’s
Chances of Successfully Targeting the European Market” handout.
• OPTIONAL: Purchase several samples of the Carmex Healing Cream tubes at a local
supermarket or drugstore to pass around the class during this ICA.
5. Carmex Healing Cream (U.S. to European Markets). Click on the Internet icon to
play the YouTube video clip about the introduction of the new Carmex Skin Care line
[TRT = 0:50].
1
The authors wish to Carma Labs and Jeff Gerst of Bolin Marketing, all of whom assisted in the development of this ICA.
6-30
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
6. Give this background mini-lecture on the history of Carmex and global marketing
strategy alternatives:
“Alfred Woelbing created Carmex lip balm in the early 1930s. He made the product
by hand and sold it in glass jars out of the trunk of his car on the streets of
Milwaukee, WI. In late 2011, Carma Labs introduced the Carmex Healing Cream.
Carmex sells its products in the U.S., Canada, Mexico, Europe, Australia, and Asia.
Many U.S. companies like Carmex engage in global marketing and trade with
consumers in foreign countries. to expand sales and profits for U.S. companies.
Companies engaged in global commerce may be characterized as either:
“In your teams, spend 7 or 8 minutes to (1) identify the issues or problems in global
marketing and (2) recommend an action for each of four marketing mix elements that
your team thinks will improve Carmex’s chances of successfully targeting European
markets in terms of:
6-31
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
10. Ask students to classify Carma Labs, the firm that markets the Carmex Healing
Cream in the U.S., either as an international firm, a multinational firm, or a
transnational firm.
Marketing Lesson. It is difficult to take a product from one country to another without
making changes in the marketing mix. There are potential pitfalls inherent in executing any kind
of marketing program across borders. So marketing, brand, and product managers should
conduct careful marketing research when seeking to enter new global markets.
6-32
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
Marketing Mix
Issue/Problem Action/Solution
Element
• Flavors • Make more flavors (fruit,
• Packaging (tube; jar?) natural, mint, etc.)
• Labeling • Design unique packaging for
Product each European country
• Amount of product: 4 ounces
Improvements • Determine optimal product
• Others as identified package forms, quantities,
and sizes
• Others as identified
6-33
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
MARKETING
ISSUE/PROBLEM ACTION/SOLUTION
MIX ELEMENT
Product
Improvements
Pricing
Improvements
Promotion
Improvements
Place
(Distribution)
Improvements
6-34
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
Interactive 1: Protectionism
Activity Summary: In this case analysis activity, students read a brief scenario in which they are
asked to think like a global marketing consultant working to increase exports and decrease
imports into the United States. Students are asked five follow-up questions related to the effect of
tariffs and quotas on international trade.
Follow-Up Activity: Instructors could ask students to search for recent information on the trade
partners of the United States, identifying countries that have significant trade surplus and
deficits. As students share their findings, incorporate the trade agreements that exist between the
U.S. and its trading partners. Enhance the discussion by asking students to suggest how tariffs
and quotas could balance trade.
Activity Summary: In this click and drag activity, students are given six global market entry
strategies; indirect exporting, direct exporting, licensing, franchising, joint venture and direct
investment. The draggable items (Moodmatcher lipstick, Boeing, Yoplait, McDonald’s, Ericsson
and CGCT, and Nissan) provide students with a description of a global market entry strategy
when clicked. Students match the firm to the appropriate global entry strategy.
Follow-Up Activity: Instructors can ask students to look up American companies with
international operations, recording the number of international outlets and revenues. Ask
students to hypothesize which global market-entry strategy was likely used by the firm for its
first international expansion. Discuss the evolution of market-entry strategies as firms seek
higher international profit potential.
Activity Summary: In this click and drag activity, students enhance their understanding of
global marketing programs. Students match five companies (Gillette, Maybelline, Toyota,
6-35
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
Breathe Right, Gasoline Producer) onto the correct global marketing program (product
extension, product adaptation, product invention, communication adaptation, and or dual
adaptation strategy). As students mouse over the company name, they are provided with a
description of that firm’s marketing program.
Follow-Up Activity: Instructors could provide students with additional video and print examples
of global advertising with the domestic counterparts for sake of comparison. Ask the students to
identify the global marketing strategy utilized in the marketing program. An alternative activity
would be to suggest strategies for U.S. firms/products seeking international growth.
Activity Summary: In this 6-minute video, students learn the history of Mary Kay Cosmetics
and its expansion into the Asia-Pacific market. The focus of the video is Mary Kay’s expansion
into the Indian market with its infrastructure, growth, and cultural challenges. After viewing the
video, students are asked five questions covering global competition, trade restrictions,
macroenvironmental forces, and marketing tactics for Mary Kay.
Follow-Up Activity: Instructors could facilitate a discussion on how the world defines beauty
and by extension, fashion. Online resources such as http://michellephan.com/different-cultures-
their-beauty-perceptions/ and https://mabelkwong.com/2015/05/14/differences-between-eastern-
and-western-fashion-and-why-we-dress-the-way-we-do/ provide interesting topics for
conversation starters. Allow students to share their experiences with cultural norms, beauty, and
fashion.
6-36
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Chapter 06 - Understanding and Reaching Global Consumers and Markets
Activity Summary: In this straightforward whiteboard animation video, global entry strategies
are explored in the context of coffee retailers 5 Bucks and Joe to Go. After watching the 3-
minute video, students are asked four follow-up questions related to global entry strategies.
Follow-Up Activity: Instructors can introduce Geert Hofstede’s theory on cultural dimensions
https://geert-hofstede.com/national-culture.html and ask students to discuss how culture affects a
firm’s choice on which country to target for international expansion. Allow students to use the
country comparison tools found online and make a recommendation for the coffee retailers as
they expand internationally.
6-37
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Another random document with
no related content on Scribd:
“I used to think,” she said, “even when we were engaged, that
there was something a little strange about Dudley. It wasn’t an
unpleasant strangeness. No, it was an attraction. He used to be
absent in his manner at times. It was that gave me the idea that
there might be something in him. It gave an idea that he really had a
brain that stuck to something. Of course, when I twitted him with it,
when I got really to know him, I discovered—but that was only after
we were married—that he was only thinking about his health. But
since we’ve been married he’s beep quite different. I don’t believe
you really know Dudley. He is very quiet, but he does observe things,
and he’s got a little humour of his own. I don’t suppose anyone else
has ever noticed it, but it is there. His fits of strangeness before we
were married were very much like this. Not so wild, but still like this
in kind.”
She opened the door and peeped in. Dudley Leicester was
sitting where he had been.
“As to fever—no, I haven’t noticed that he’s had any fever. He’s
eaten very well, except when these fits of gloom were on him; then it
was almost impossible to get him to the table. I don’t know when I
noticed it first. He came down for mother’s funeral, and it seemed to
me to be natural that he should be depressed. But in between these
fits he’s been so nice, so nice!”
“I’ll ‘phone to Sir William Wells,” Grimshaw said; “I’ll ‘phone at
once.”
“Oh, don’t ‘phone. Go!” she answered.
He hesitated markedly:
“Well, then, have Saunders with you in the room,” he said, “or
just outside the door.”
She looked up at him for a moment, her blue eyes wide.
“Oh, that!” she said. “You don’t need to have the least fear for
me. Don’t you understand—if he is mad, what it is that has driven
him mad?”
He looked down upon her with a deep tenderness.
“I suppose it’s the shock,” he said.
“Oh no,” she answered. “It isn’t that; it’s his feeling for me.
Haven’t you heard him say a hundred times: ‘Poor little woman!
she’s had such a beastly time!’ Don’t you understand? The quality of
his love for me was his desire to protect me. It’s funny, isn’t it?—
funny enough to make you cry. He thought I’d had such a bad time
that it was up to him to keep every kind of trouble from me. He’s
done something—with Etta Hudson. Well, and ever since he’s been
dreading that it should get to my ears—and me in mourning for dear
mother, and he alone and dreading—oh, dreading. And not a soul to
speak to....”
Again she looked up into Grimshaw’s eyes—and he was filled
with an intolerable pity. She smiled, quaintly and bravely.
“You see,” she said, “he was not afraid of what I should do but of
what I should feel. I woke up and found him crying one night. Funny,
isn’t it? that anyone should cry—about me. But I suppose he was
feeling all that he thought I should feel. He was identifying himself
with me. And now he’s like that, and I don’t feel anything more about
it. But,” she added, “that ought to satisfy you that I’m quite safe.”
“Ah,” he said, “but so often—these strong passions take exactly
the opposite turn. Do have Saunders handy.”
“Robert, dear,” she said, “if he’s mad enough for that, I should
not mind his killing me. I should be glad.”
“Oh, dear child,” he answered, “would that be the way to help
you to make a man of him?”
She reflected for a moment.
“Robert,” she said, “how right you always are! I seem to be so
wise to myself until you prove how wrong I always am. I thought it
the right way for me to speak to Dudley. If I only had.... And oh,
Robert,” she said, “how good you are to us! How could we get on
without you?”
He said suddenly, as if it were a military command:
“Don’t say that. I forbid it!” He added more softly: “I’ll go to Sir
William Wells at once. Katya says he’s the best man of the kind in
London.”
“She ought to know,” she said. “Yes; go quickly. I’ve kept you
talking only so as to let you know all there is to know. It’s difficult for
a wife to talk about these things to a doctor. He might not believe it if
I said that Dudley was so fond of me. But you know, and you may
make him believe it. For it all turns on that.... But I will have
Saunders within call till you come back with him....”
She went into the room, and, having touched the bell, stood
looking down upon her husband with a contemplation of an infinite
compassion. In the light of the stained glass at the end of a long
passage of gloom she brought tears into Grimshaw’s eyes, and an
infinite passion and tenderness into his whole being. His throat felt
loosened, and he gasped. It was a passion for which there was
neither outlet nor expression. He was filled with a desire for action
without having any guidance as to what it was that he desired to do.
And the discreet Saunders, coming up the servants’ steps to
answer the bell, saw his master’s friend strike himself suddenly on
the high white forehead a hard blow with his still gloved hand.
“Ah! I thought it would come to that,” he said to himself.
And the first thing that, bowler-hatted and in her tight habit, Etta
Hudson said to Grimshaw in the taxi-cab was:
“Now tell me the truth. Is everything that I’m going to say likely
to be used as evidence against me?”
“Oh, come, come!” Robert Grimshaw said.
They were whirled past the tall houses and the flitting rails. They
jerked along at a terrific rate down through Kensington until, falling
into a stream of motor-propelled vehicles near the Albert Hall, their
speed was reduced to a reasonable jog-trot.
“Then you only want to know things,” Etta Stackpole said. “You
see, one never can tell in these days what who’s up to. There’s no
reason why you shouldn’t have fixed it up with Leicester’s wife. She
can divorce him and have you.”
“Oh, it’s nothing of that sort,” Grimshaw said.
She looked him up and down with her eyes, curious and
scrutinizing.
“I should have thought,” she said, “that she would have
preferred you to Dudley. I’m only telling you this that you mayn’t think
me mad, suspecting the other thing, but I see you from my window
going into Dudley’s house, with your dog behind you. And I should
have said that that child preferred you to Dudley, or would jolly well
find out her mistake after she’d married him.”
“Oh, it’s nothing of that sort,” Grimshaw reiterated.
“I’ll take your word for it,” she answered. “So I expect it’s only
curiosity that brought you here. Why do you always want to know
such a jolly lot about people? It must give you a lot of trouble, and
you don’t make anything out of it.”
“My dear child,” Robert Grimshaw said, “why do you always...?”
He hesitated and she put in mockingly:
“Go in for cutting-out expeditions. That is what was on the tip of
your tongue, wasn’t it, Robert? I’ve heard you say that of me from
half a dozen sources. Well, I’ll tell you. I do what I do because I want
to. It’s a hobby.”
“And I do what I do because I want to,” Robert Grimshaw
mocked her. “It’s my hobby. We’re Eve and the serpent. You want the
apple and I want—I’ve got the knowledge.”
“You have, have you?” she said. And when Grimshaw answered
in the affirmative, she uttered a long and reflective, “Ah!” And then
suddenly she said, “But this isn’t in the contract. You ought to talk
about Dudley’s wife all the way down to Bushey. Tell me about her!”
They were whirling through the dirty and discoloured streets of
Hammersmith, while pieces of waste-paper flew up into the air in the
wind of their passage. It was a progress of sudden jerks, long, swift
rushes, and of sudden dodgings aside.
“Ah, Pauline Leicester!” Grimshaw said; “you haven’t got to fear
her on one side, but you have on another. She’s a quaint, dear, cool,
determined little person. I shouldn’t advise you to do Dudley
Leicester any more harm because, though she’s not in the least bit
revengeful, she won’t let you play any more monkey-tricks to
damage poor Dudley. Don’t you make the mistake of thinking she’s
only a little wax doll. She’s much more dangerous than you could
ever be, because she doesn’t spread herself so much abroad.
You’ve damaged poor Dudley quite enough.”
A sudden light came into her fierce eyes.
“You don’t mean to say ...” she said.
“Oh, I don’t mean to say,” he answered, “Dudley’s perishing of
passion for you, and I don’t mean to say that you’ve spread
dissension between Dudley and Pauline. It’s worse than that ...”
“What is it; what the deuce is it?” she interrupted him.
“Ah,” he said, “that’s not in the contract! You shall hear as soon
as we’re in Bushey Park, not before. We’re going to talk of Pauline
Leicester all the way down.”
“I hear Katya Lascarides has come back,” she said. “Well, then,
about your Pauline.”
“Well,” Grimshaw said, “I’ve said you haven’t got to fear
Pauline’s taking any revenge on you, but you have got to fear that
she’ll upset your little game with Dudley Leicester.”
“What’s my little game with Dudley, anyhow?” she said. “I don’t
want him.”
“What Pauline’s going to do is to make a man of him,” Robert
Grimshaw said. “She’ll put some life into him. She’ll put some
backbone into him. He’ll end up by being a pretty representative
County Member. But your game has always been to make a sort of
cross between a puppy and a puppet out of him. It’s that little game
that Pauline will spoil.”
She turned a furious red.
“Now, before God,” she said, “I’d have made a good wife to him.
You haven’t the right to say that to me, Robert Grimshaw.” And she
picked furiously at her thick riding-gloves with one hand after the
other. “By Jove, if I’d my crop with me, I think I should lay it over your
back.”
“You couldn’t lay it over my back,” he said placidly, “because I’m
sitting down; but I’m not insulting you in that way. I dare say you’d
have been perfectly faithful to Dudley—faithful and probably furiously
jealous too; but you wouldn’t have made a man of him. He’d have
lived a sort of doll’s life under your petticoats. You’d probably have
made him keep a racing-stable, and drop a pot of money at Monte
Carlo, and drop another pot over bridge, and you’d have got him
involved all round, and he’d have dragged along somehow whilst you
carried on as women to-day do carry on. That’s the sort of thing it
would have been. Mind! I’m not preaching to you. If people like to
live that sort of life, that’s their business. It takes all sorts to make a
world, but ...”
Lady Hudson suddenly put her hand upon his knee.
“I’ve always believed, Robert Grimshaw,” she said—“I always
did believe that it was you who made Dudley break off from me.
You’re the chap, aren’t you, that made him look after his estates, and
become a model landowner, and nurse the county to give him a
seat? All that sort of thing.”
“I’m the chap who did look after his estates,” Robert Grimshaw
said. “I’m not saying that I wouldn’t have influenced Dudley Leicester
against you; I didn’t, as a matter of fact. I never said a word against
you in my life; but it’s possible, of course, that my taking up his land
business, out of sheer meddlesomeness, may have influenced him
against you. Dudley’s got more in him than appears on the surface.
Or, at least, he can stick straight in a way if he is put into it, and just
about that time Dudley got it into his head that he had a duty to his
county and his country, and so on ...”
Etta Stackpole’s fingers moved convulsively.
“Oh, my man,” she said, “what the deuce’s business was it of
yours? Why couldn’t you have let him alone?”
“I’m telling you the worst of what I did to you,” Robert Grimshaw
said. “I didn’t take Dudley Leicester from you. I’ve never said a word
against you, but I probably kept him from coming back to you once
he had thrown you over. I don’t mean to say that I did it by
persuasions; he was dogged enough not to come back, but I dare
say he would have returned to you if he hadn’t had his mind
occupied—if I hadn’t occupied his mind with barn-roofs and rents
and field-draining, and the healthy sort of things that keep a man off
women.”
“Oh, you devil!” Etta Hudson said.
“Who’d have thought you had it in you? Where do you get it
from? You look just like any other Park loafer.”
“I suppose,” Robert Grimshaw said speculatively, “it’s because
I’m really Greek. My name’s English, and my training’s been English,
and I look it, and smell it, and talk it, and dress the part; but
underneath I should think I’m really a Dago. You see, I’m much more
my mother’s child than my father’s. She was a Lascarides, and that’s
a clan name. Belonging to a clan makes you have what no
Englishman has—a sense of responsibility. I can’t bear to see chaps
of my class—of my clan and my country—going wrong. I’m not
preaching; it’s my private preference. I can’t bear it because I can’t
bear it. I don’t say that you ought to feel like me. That’s your
business.”
“My word!” Etta Hudson said with a bitter irony, “we English are
a lost race, then!”
“I never said so,” Robert Grimshaw answered. “I said you were
an irresponsible one. You’ve other qualities, but not that one. But
that’s why I’ve been a sort of Dutch uncle to numbers of young men
of our class. Dudley’s not the only one, but he is the chief of them.”
“And so you took him up, and dry-nursed him, and preached to
him ...”
“Oh, I never preached to him,” Grimshaw said; “he had the
intelligence to see ...”
“To see that I’m an undesirable woman?” she asked ironically.
“To see, if it’s held under his nose, that it’s profitable and
interesting and healthy to do the best for the people that Chance,
Providence, whatever it is, has put under him in this world. It helps
them; it helps him. He’s got a desire by now to be a good landlord.
It’s a languid desire, but it’s as much a part of him as his desire to
dress well.”
Etta Stackpole said:
“By gum!”
They were dodging between a huge electric tram and the kerb
of a narrow street beside a grim and squalid brewery; they dipped
down under a railway arch; they mounted a rise, and ran beside a
green, gay with white painted posts and rails, and surrounded by
little houses. Etta looked meditatively in front of her with an air as if
she were chewing tobacco.
“By thunder, as Clemmy van Husum says,” she brought out at
last, “you dry-nursed him till he’s good enough for marrying a little
person you’ve kept in a nursery, and she——”
“She takes charge!” Robert Grimshaw said. “She’ll give him
personal ambition, or if she doesn’t do that she’ll make him act just
as if he had it, in order to please her. He’d kiss the dust off her feet.”
“Thanks,” she said spitefully. “Rub it in.”
The cab swayed along in the gay weather.
“What a father-protector you are,” she said, “according to your
own account, and all because you’re a—what is it?—a Dago? Well,
well! you’ve got all the virtues of Greece and all the virtues of us too.
Well, well, well!”
“Oh, come, come,” Robert Grimshaw said. “I’ve given you your
opening; you’re quite right to take it. But I’ve not the least doubt that
I’ve got the Dago vices if any pressure came to bring ’em out. I dare
say I shouldn’t be straight about money if I were hard up.
Fortunately, I’m not. I dare say I should be untruthful if I ever had
occasion to be. I should be rather too tender-hearted and too slack
to get on in the world if I had to do it—at least, I suppose so.”
She said:
“Well, well! Here’s a joke! Here we have—what is it?—a Dago—
a blamed Dago, as Clement P. would say.”
“You know the Van Husums?” Grimshaw interrupted her.
“Oh, I thought I’d tickle you,” she said. “Yes, I know the Van
Husums, and your Katya Lascarides was in their employment, wasn’t
she? But I’m not going to talk of your other flame, Mr. Robert
Hurstlett Grimshaw. You don’t play your Oriental harem trick in this
taxi-cab. One man one girl’s the motto here. I only introduced
Clement P.’s name to stir you up; you’re so damn calm.”
“This is a fight,” Grimshaw said. “You score one and go on.”
“What are we fighting for?” she asked.
“Ah! that’s telling,” he said.
“If you only want to tell me I’m a bad, bad girl,” she said, “I know
it already. I’m rather proud of it.”
“You ought to be,” he said; “you play up to it well. But it’s not that
that would have brought me here. I’ve got an object.”
“Want to make me promise to leave your adopted nephew in
peace?” she asked.
“Oh, Pauline’s taken hold again,” Grimshaw said. “You aren’t
going to have another look in.”
“Oh, I’ve had all I want of him,” she said. “She can have the
dregs.”
“That’s a pretty appropriate word at present,” he said. “A good
word for Dudley—dregs.”
“What the deuce do you mean?” she asked. “Anything
happened to Dudley?”
“You’ll hear when we get to Bushey,” he said. “I’ll tell you when
we pass the fifth chestnut of the avenue.”
“What the deuce is it?” she asked.
He answered merely:
“Ah!”
Her hard eyes gazed straight forward through the screen of
glass.
“Something happened to Dudley?” she said. “And it’s not that
his wife’s lamning into him about me.”
“Oh, Pauline takes it as the negligible thing that it was,”
Grimshaw said.
She uttered:
“Thanks!” still absently. Then “Dregs?” she repeated. Suddenly
she turned upon him and caught hold of his hand.
“It’s not ...” she began.
“You’ll hear when we get to Bushey,” he said. “It’s ten minutes
still.”
“Oh, you devil!” she said—“you tormenting devil!”
He just lifted up one hand in token of assent.
“Yes, it’s the function of the devil to torment the damned. You’ve
had what you wanted in Dudley Leicester’s case; now you’ve got to
take what you get for it—from his best friend.”
“His wife’s best friend,” she said.
“And his wife’s best friend,” Grimshaw repeated calmly. They
were shooting fast over bad roads between villas. Etta Stackpole
may have shaken with laughter, or it may have been merely a
“Thankee, marm” in the road.
“Well, it’s a damn funny thing,” she said. “Here’s our Dago God
Almighty splitting himself to set up a bright and beautiful English
family upon its respectable legs. What a lark! I suppose it’s out of
gratitude to the land that gives him hospitality. He picks up a chap
without a backbone and turns him into a good landlord. Then, when
he’s made (I suppose you have made) perfectly sure of his morals,
he hands him over to a bright and beautiful English girl ‘of good
family and antecedents’ (that’s the phrase, ain’t it?), and she’s to run
the dummy along till it turns into a representative Cabinet Minister—
not brilliant, but a good household article. That’s the ticket, isn’t it?”
Grimshaw nodded his head slowly.
“And so the good old bachelor makes a little family for himself—
a little harem that doesn’t go farther than the tea-table—with what he
can get of Katya Lascarides for Sultana No. 1 and Ellida Langham
and child for No. 2. No. 2’s more platonic, but it’s all the same little
dilly-dally, Oriental, father-benefactor game; and No. 3’s Pauline—
little pretty Pauline. Oh, my eye!”
She regarded the gates of the Park flying towards them.
“What is it the Orientals allowed? Four wives and forty of the
other sort? Well, I suppose you’ve plenty of lesser favourites. Why
not take me on, too?”
“Oh, you!” Grimshaw said good-humouredly—“you’d always be
upsetting the apple-cart. You’d have to be bow-stringed.”
“I believe a sort of Sultan father-confessor would be good for
me,” she said, as she gathered her skirts together.
The car had stopped near the dingy yellow Park wall, whose
high gates showed the bourgeoning avenue and the broad, sandy
road.
“Well, this has been what you might call a conversation galante
so far.”
VI