Chapter $13$

Discussion Question $13-1$

The Chapter $11$ opening quotation by the Colgate executive applies here; $$You get a lot more benefit and you can do a lot more with a global brand than you can with a local brand.$$ Fundamentally, a strong brand is an intangible asset that adds value to the business. The potential benefits from global brands include economies of scale in potential benefits from global brands include economies of scale in both advertising and production and improved access to distribution channels. As consumer tastes and preferences continue to converge, consumer products companies in particular will have opportunities to build global brands and use global campaigns. Also, as people from around the globe travel more freely, they will be confused if they see a particular product with an unfamiliar name or package.

Discussion Question $13-2$

In general, advertising can be used to inform or persuade. If a global market exists for a product, or if a global product is developed from the ground up$,$ opportunities to standardize some, if not all elements, should be explored. $$Pattern$$ advertising represents a middle point on the standardized$/$localized continuum. In pattern advertising, a standardized basic message is used with modifications tailored to individual markets.

At Coca$-$Cola, for example, a TV ad could include a wide shot of hundreds of children singing together, plus a close$-$up of a youngster from the local country market. Other localizations can include translating words and lyrics or making adjustments to copy or direction. For example, when Benetton refrains from running a particular execution of its $$United Colors of Benetton$$ print campaign in a particular country, it is using pattern advertising.

Discussion Question $13-5$

Media availability varies widely in world markets. Even when a particular media vehicle is available, government regulations can limit$,$ or even prohibit, some or all types of advertising. This is especially true where government owns the broadcasting companies. Broadcast advertising is frequently restricted by the government. Even if broadcast media are available, information about listener or viewer audiences may be hard to obtain compared with industrialized countries, where such information forms the basis for advertising rates. One favorable trend in broadcasting is the privatization of industry in some parts of the world which should create a more favorable climate for advertising. Another trend is the rapid diffusion of small satellite dishes around the world $$ including countries such as China where broadcasting had been limited$.$ The growth of global satellite broadcasting also means improved prospects for both television advertising in general and for development of pan$-$regional or global ads.

Discussion Question $13-6$

Global PR practitioners may be called upon to build consensus, create trust, and anticipate conflicts. The means to achieve these objectives may vary. PR often depends on press releases that result in stories appearing in newspapers and magazines. PR firms may also work with companies to create corporate ads in which the company advocates its position on a certain issue. In countries with high levels of illiteracy, getting publicity in print media is not effective. In some countries, PR practitioners must develop creative alternative communication channels. Dance, songs, storytelling, and the town crier are a few of the possibilities.

Chapter $14$

Discussion Question $14-3$

A company with an ethnocentric orientation prefers expatriates and adopts a standardized approach. Polycentric companies selling in developed countries use expatriates for hi$-$tech products; a host$-$country sales force is used for low$-$tech products. Wide diversity of sales force nationality is found in regiocentric companies. Factors that affect sales force composition include the development level of the country and the type of products sold. In less developed countries, host$-$country nationals should be used for hi$-$tech products and local agents for low$-$tech products.

Discussion Question $14-5$

Direct marketing is designed to generate an order, a request for further information, and$/$or a visit to a store or other place of business. Direct mail is the primary marketing tool for retail specialists such as LL$.$ Bean and Lands' End. In $2000,$ Nestl$$ launched a successful direct mail campaign in Malaysia that offered cat owners free samples of Friskies brand cat food, coupons for discounts on purchases of Friskies, and the opportunity to join the Friskies Cat Club.

Discussion Question $14-6$

Infomercials and home shopping television are important marketing communications channels for global marketers. Advertisers use infomercials and home shopping television to identify prospective buyers, support ad campaigns, and educate consumers by offering a demonstration. In Asia, infomercials generate several hundred million dollars in annual sales. Infomercials are playin