Unit 2 international marketing

Starting up

•Discussion:

•1.what products do you know that are marketed international?

•2.what are the advantage for a company of expanding beyond its domestic market?

•3.what kind of problem do companies face when they go international?

1. advent n.

到来 , 出现 [Advent] 耶稣降临 ( 节 )

the advent of spring 春天的到来The advent of the computer.  计算机的出现 People are much better informed since the advent of television.  自从电视问世以来人们的消息灵通得多了。2.monetary

adj.

货币的 ; 通货的 ; 钱的 ; 金融的 ; 财政的monetary reform 币制改革 monetary inflation 通货膨胀in monetary difficulties 财政困难

VOCABURARY

• conformvi.• 遵守， 符合（ to ， with）• 【宗】遵奉国教• conform to the customs of society 遵守社会习俗• conform with the regulations 遵守规章1.Conform to a custom 

按照风俗习惯办事 2.adapt or conform oneself. 

使与自己适应或一致。 3.To adapt oneself; conform. 

自我调整；适应 4.Conform to the people's interests 

符合人民的利益

• gauge

• n.(=[ 美 ] gage[^eidV]) 标准规格 [ 度量 , 尺寸 ]; ( 金属的 ) 厚 [ 刻 , 分 ] 度

• 计量器 ( 如卡规 , 量规 , 量计 , 压力计 , 真空计 , 比重计等 )

• 容量 , 限度 , 范围• 习惯用语

• get the gauge of 探测 ... 的意向 • have the lee gauge of 在 ... 下风 ; 较 ... 不利 • have the weather gauge of 在 ... 上风 ; 较 ... 有利 • get the weather gauge of 在 ... 上风 ; 较 ... 有利 • keep the weather gauge of 在 ... 上风 ; 较 ... 有利 • take the gauge of 估计 , 估价 ; 测量

• spectrum• n. 【物】谱 , 光 [ 波 , 能 , 质 ] 谱• 【无】 ( 射频 , 无线电信号 ) 频谱• 【心理】 ( 眼睛的 ) 余象 , 残象• 范围 , 领域 , 系列• a solar spectrum 太阳光谱

spectrum analysis 光谱分析 the whole spectrum of industry 整个工业领域

• Niche n.• 壁龛 ( 放雕像、花瓶等的墙壁凹处 ); 【地质】雪

凹• ( 适合个人性格、能力等的 ) 适当的位置 , 恰当的

处所• 【生】小生境• He found the right niche for himself. 他发现了一

个适合他的职位习惯用语 • a niche in the temple of fame 流芳百世 ,

不朽的名誉 • find the right niche for oneself 适得其所

Purpose

Help each enhance individual marketing and branding activities.

Engage all in collective problem solving and idea generation.

marketing planning brand developmentsustainability

Marketing and Branding Workshop

Intensive

Interactive

Issues focused

Setting the Stage

Marketing

What is marketing?

research

public relations

presenting

community relations

member communicationsadvertising

selling

What is marketing?

users

funders

public

and others

products

services

values

and more

understandingOrganization Audiences

research

communication

Why marketing?

moreplayers

costpressure

morenoise

complexmessage

competitive environment

Why marketing?

moreplayers

costpressure

morenoise

complexmessage

clear

compelling

differentiated

Value

• 1886 Drink Coca-Cola （喝可乐吧！）1904 Delicious and Refreshing （美味 & 怡神）1917 Three Million Day（3 百万销售日）1922 Thirst Known No Season （四季解渴）1925 Six Million a Day（6 百万销售日）1927 Around the Corner from Everywhere （从街角到世界各地）1929 The Pause That Refreshes （给个暂停，恢复神采） 1932 Ice Cold Sunshine （酷爽的阳光）1938 The Best Friend Ever Had （最好的朋友）1942 The Only Thing Like Coca-cola Itself （只有可口可乐）

The slogan of coca cola

• 1944 Global High Sign （全世界的暗号）1948 Where There’s Coke, There’s Hospitality （哪里有可乐，哪里就有宜人感受）1949 Coca-Cola Along the Highway to Anywhere （可乐顺着大路去向各处）1952 What You Want Is Coke （想要的就是可口可乐）1957 Sign of Good Taste （好味道的象征）1963 Things Go Better with Coke （有可乐一切会更好）1969 It’s the Real Thing （地道就是可口可乐）1976 Coke Adds Life （可乐加生活）1979 Have a Coke and a Smile （一杯可乐，一个微笑）1982 Coke Is It （就是可口可乐）

• 1986 Coca-Cola Red, White and You （可乐红，可乐白，还有你）1987 Can’t Beat the Feeling （挡不住的感觉） 1990 Can’t Beat the Real Thing （挡不住的地道可乐）1993 Always Coca-cola （永远的可口可乐）2000 Coca-Cola. Enjoy （享受可口可乐）2001 Life Tastes Good （活出真精彩）2005 要爽由自己

Vocabulary—Marketing collocation

• 1. monetary regulations

• 2. government bureaucracy

• 3. political stability

• 4. buying habits

• 5. economic situation

• 6. Income distribution

B• 1. stable environment for

planning investment, etc.

• 2. inflation, growth, general prosperity,etc

• 3. unequal distribution, wealth accumulation

C

• 1. d• 2.b• 3.c• 4.b• 5.c• 6.d• 7.d• 8. c• 9.d• 10.d

Reading—International Marketing Mix

Company logo Product Marketing approach

Kellogg’s Breakfast, cereal

Ignored research and introduce cereal in France’ changed consumption patterns

Coca-Cola cola Changes flavor to suit local tastes

Citibank A wide range of products and services that can meet all your financial needs: banking, credit, investing, insurance, mortgages, lines, loans and more

It simplifies your investment life with tools and resources that let you check how the markets are doing and track your portfolio. Quotes are available on all US equalities, mutual funds and various market indices.

Unilever Lifebuoy soap Different ingredients in India and East Africa, but same positioning—inexpensive, everyday, antibaterial

F

• 1.a

• 2.a

• 3.a

• 4.a

• 5.a

Language review—Noun compounds and noun phrases

• A.

• 1. country-specific differentiating features

• 2. changing consumption patterns

• 3. new product development strategies

• 4. global research laboratories

• 5. software development establishments

• 6. formal market research methods

• 7. product development schedules

• 8. marketing mix decisions

• 9. upmarket distribution outlet

• 10. premium price

C.

• 1. really impressive sales figures• 2. new public relations department• 3. highly ambitious market research programme• 4. expanding overseas operations• 5, rapidly improving balance sheet• 6. extremmely volatile exchange rate• 7. highly confidential marketing report• 8. incredibly successful trade fair

skills

• 1. yes, but sometimes it is good to be vague about the purpose of the meeting, so that participants don’t look immediately at the specific situation. This will keep the discussion more open-ended and throw up ideas that otherwise might not have occurred.

• 2. Theoretically, no. The idea is to get everyone involved as equals. But people in some cultures would always expect the most senior person to speak first, whatever the type of meeting.

• 3. Probably a good idea.

• 4. this should be one of the main features of brainstorming, but sessions where this actually happens must be rare.

• 5. In theory, yes, but extremely bizarre suggestions would probably be seen as such.

• 6. easier said than done, but it’s probably more acceptable to interrupt in brainstorming than other types of session.

• 7. Theoretically, the speculation should be as wide-ranging as possible, but most participants would probably set limits as to what is relevant.

• 8. Probalby a good idea. Details can come later in developing particular ideas.

Listening

• 2.1

• 1. advertising on television and radio; on-line promotion

• 2. direct mailing; press advertising in traditional newspapers. Business magazines and journals.

2.2

• 1. send a mailing to the names of the contact base, containing a brochure and/or a CD Rom; an event, for example on a river boat; billboard advertising

• 2. next meeting in three weeks; information on the budget and the cost of the different promotional activities.

Case study

ZUMA

Background:zomospa

company

activity

Based in

History

Zomospa

Food and drinks

Valencia, Spain

Developed nationally, then globally, with acquisitions

world wide

methods

products

Innovative advertising and marketing;

careful selection of products;

marketing round the world through regional offices

Many food and drink products. Household names.

ZUMO

Zumo’s key features

ingredients

properties

Caffeine,vitamins,glucose,plus secret Ingredient ”herbora”

(rare African plan root)

Body absorbs Zumo faster than water or other soft drinks;unique formula—tasty

And thirst-quenching

Zumo as a global brand: initial strategy

positioning

Markets for initial launch

Advertising campaign

Advertising media

Global; play down Spanishassociations

South America. Mexico, Southern US, Japan, Where Zumospa already has regional offices

TV and radio; some adaption of media (different media in different places)

Standard throughout all markets, with local language and content adaptation