Tuesday Summary, Test Review, etc

What's In Here

•  Coming Attractions (what's happening Thursday) and how to turn in final projects (email em).
•  Some lexicon
•  Outline for the test (All questions for question bank appear at the right: I may add two or three questions that are NOT in the bank which I'll review in class on Thursday).

Coming Attractions
We will hear a 10 minute presentation about Pondycherry, and a ten minute summary presentation about salt in Palermo, and we'll create two additional short-answer questions for the test.

I need to have a FINAL version of your last full powerpoint end of day Thursday.  This is your short "executive" powerpoint and the longer version that contains your prior work (with any revisions you care to make).

Lexicon: 3 items
Handouts & fliers: low-tech marketing techniques that suited the local needs in Cameroon for tablets (handouts) and in China, for marketing craft-beer (fliers).  These are actually lexicon items as they have not been featured prominently as part of a marketing mix, but in developing economies they are often a useful marketing tool.

"Call Out the Quotes": When you have a quote from a real consumer or customer, and you put it in your powerpoint, call it out.  Feature it.  Say who said it.  BE ready to say "and we heard things like this from other people."  If you have other evidence supporting the claim, then it is not anecdotal.  If you think its a pattern, and you want to include it (like: "people think demonstration is really important" for new product launches in country x) then be explicit, say that you heard it from real consumers.

"Festivals and Fairs":  Qingdao China hosts a big beer festival.  There are probably trade shows for stainless sseal food processing, or food processing generally.  Going to fairs is an important way to gain local knowledge and to meet potential business partners.  For your craft beer or computer or artesanal salt project, for example.

Test Outline: What to Expect
Expect 40 multiple choice questions and two short essay questions. The essay questions:  you will write a half-page answer TWO of the three questions below. You may use a bulleted list, but be sure there is a one or two sentence explanation after each bullet.

1. You work at a medium-sized consumer product company with a $24 million annual turn that manufactures children's "all natural" and healthy personal care products (baby- santiary wipes, moisture creams, pump-soaps) via the Internet and in selected boutique stores throughout the USA and Canada. Your CMO has asked you to prep a brief and present it to the executive team, explaining what you need learn before deciding which product to launch in Mainland China (or if they might do all of them) and what you need to know before you build a final marketing plan. But you must come up with the key questions. What are the key points you need to include in your marketing brief for the CMO?

2. You have been employed by a Japanese company that makes and sells home appliances (luckily, you speak very beginning Japanese and have worked at their corporate HQ in Nagoya for six months). They make and market chopstick sterilizers and dish sterilizers using a special UV lamp that uses little energy and that is easy to clean and load, and requires no maintenance, insuring consumers of germ-free dishes. (These are small, counter-top boxes with ultra-violet (UV) lights). They have asked YOU, as the American expert, two questions: (1.) How can we market the dish sterilizer in the United States, and if they can't, what should they do. It is clear that the company's director has already announced to his investors and to the trade that they are entering the U.S. market, no matter what. What's your advice? When you present your advice, how will you do it so that you communicate clearly to your Japanese employer?

3. You have worked for five years for a toy company that has a line of respected children's safety seats for in-car use, sold in Europe, China, and the USA through big-box retailers. Your company, has just settled—out of court— a major lawsuit in Europe because of defective fasteners in a protective child's carseat. They have quietly recalled the new products from the European market before regulators or the press were aware of a possible problem. The problem is small, effecting only one in 1,000 seats. However, there is a two million dollar inventory (seats retail for ¥400, about US$65, and cost the company US$20 each to build and ship and market). Two million dollars of seats are is ready for shipment to two major Chinese retailers. Your marketing team already has approved an expensive media strategy to market these as "Love Baby/Safe Baby" with radio and print ready to go, and in-store promotions showing how the seat can be used. Your corporate office tells you are expected to find a way to move the product and sell it in China. What are your choices? What are the implications of your choices, and which path would you choose.

The multiple choice questions will be posted in a single document tonight.  I will choose questions from that document, except for items marked /*/ below, which we'll review in class. I will provide about 10% more questions than I will use.  For now, you can know that these will be on the test:

10 questions from the midterm  
10 questions from the presentations (2 or 3 each from Cameroon, *Palermo, Qingdao, and *Pondycherry)
22 questions from the list below:
     4 questions from the 2nd Jeopardy quiz
     1 question about Totto Colombia
     2 questions about intercultural communication (Indy, our guest speaker)
     1 question on Letters of Credit in International marketing
     1 question about the Nestlé case
     1 question about Foster Farm's Case and transparency
     4 questions about the product itinerary
     2 questions about gifts and cultural value (AKA brand value proposition) versus economic 
         value in international contexts
     4 questions about social marketing, focusing on condom distribution in Africa
AND
     2 short-answer questions about the Pondy and the Palermo presentations
     

Nov 21, Thursday, Blog: Review and What's New

What's In Here
The usual lexicon, a quick review, a wonderful video on language problems in Latin America (sing along: its fun).  A note about your visits to an ethnic business, and readings for Tuesday.  Don't forget you have a UN social marketing case (introduction and Kenya) for Tuesday.  I'll ask you guys to identify a couple key points from that reading, and we'll discuss something about Global Integrated Communications, too.  Watch that video: pick one one or more terms that vary across Latin America. I'll be asking about that~

Your fieldnotes from visits to local stores
I'd like one (or, okay, two if you like: but no more) paragraphs.  Please EMAIL these to me.  I prefer if these little "field note" reports are in the body of the email but if you've already sent an attachment that's okay. Instructions were in prior day's blog.

Some Lexicon
CRM: customer relations management
Content: what you put IN your social media; no content, no visitors, no relationship.
Verticals: audiences and products (the basketball vertical, in sportswear, for Totto)
Precision: how wide are your "error bars" (for example, punctuality)
Specific vs. Diffuse communication style: do you "get right down to business" (specific) or do you chat about the weather, your family, and the latest football game first? 

 


You can view a little article on culture and business strategy drawn from an interview with Indy, here:

http://robfields.com/2013/06/19/povs-on-cultural-leadership-indy-neogy/


Quick Review: you papers, Monica, and Indy

•  Your Africa papers: some of you came up with some novel ideas, and some controversial ideas that are worth exploring, including:
    - Including parents as the target for your marketing efforts
    - Understanding that Africa is NOT a country: there is amazing diversity in values and daily life, there.
    - Consider how you market to men versus women: how will they be different? Find out!
    - It was suggested that women are crucial in marketing safer-sex messages because "women may be in control and can demand that her partner use a condom."  In fact, is this true? We know that a big problem in some situations has been this very idea: there is a stigma for women's condom use in some cultures.  "Why are you requesting this?  Where have you been?  Should I be worried?" may be the very public response, shaming the woman and working against condom use.  While this is not always the scenario, it can be in some places.  The key: find out, first!

Monica Bursztyn and Social Media
Moni works as a contractor with Totto (www.totto.com), a major player in backpacks, luggage, and sportswear in Latin America, Spain, and Portugal.  She talked about the importance of having content, and that there are 20 regional offices in different national settings, each one has a social media manager trained to manage and maintain the relationship marketing that happens on facebook, twitter, and other social networking platforms. She talked about the value and importance of having a customer database to allow the company to move to genuine relationships with their consumers. This gets started by using things like promotional contests for concert tickets to get people engaged, obtain their contact information, and begin sharing product ideas with them.

ONe big current channel is to open an online store, They are piloting in Spain, where awareness of this channel is higher than in Latin America then they'll blow it out to a bigger more important part of their offering in Latin America.

One issue: language differences in different countries.  Originally they started using English names in their international marketing.  In Colombia, this is not a bad idea: people like the "halo" associated with English.  In other places, no so much.  And words for "backpack" and "cap" differ in different countries. She told us there are around 10 words for backpack, and they are not shared across borders very much. A "cachucha" is a gorra in Mexico, but it is a woman's "intimate parts," she said, in some other countries (I believe she said Chile and Argentina).

Here's an example, in Spanish, (now with subtitles) of what she is talking about. Watch it all.  These two guys have had a jillion hits with this video, and its worth the watch.



Indy Neogy and Cross-Cultural Communication in Business
Indy is a brand consultant.  He talked about intercultural communication in three dimensions:
Your brand communication: making it fit local realities and understandings.
Team communication: working across cultures in dynamic, international teams.
Interpersonal communication: one on one, what trips people up.

On brand communication, he mentioned laundry products and how the emotional benefits or brand positioning are communicated.  For American women, its about persona satisfaction, doing a good job.  For Latin American markets, its more often about maintaining a happy, functioning family.  One focus is individual; one is group; reflecting local (or regional) cultural norms.

Two big take-aways from Indy (and really, you all need to READ that book!)
• When stress levels go UP, people revert to their most comfortable home culture. 
This can cause conflict as people assign blame: "this person was so late [their sense of "error bars" about what "on time" means was different).  When stress happens, cultural problems tend to be viewed as insult, as not caring, as a lack of commitment.  It is not about that.
Indy suggests making those differences explicit and setting up a set of guidelines and expectations—making your own min-culture if you want to think of this that way.  It won't eliminate the problems, but helps team members recognize them for what they are.
• Pay attention to power relations.  If you are selling a big offer to a culturally different client, you should not expect them to bend to your cultural norms.  Instead, you have to figure out what their norms are, and accommodate as best you can.

Review of Pricing: the L/C
I want everyone to know what a L/C is and how it is used.
You can have the best marketing and communication strategy in the world, but if you can't get paid for your product, its game over.  

Here's a PowerPoint (and its on the left, too) in .pdf format: just three pages.  It is based on pages 318 to 321 in Keegan.  This is important stuff!

MIssed a Quiz? Do Loreal or another Africa Social Marketing CaseFollow the syllabus to find a case to read and use the guidelines in the syllabus to send me an email about the case.  Loreal or one of the other countries listed in the Africa and HIV/Social Marketing best practices .pdf document may be used. 
  
Reading for Next Week
In Keegan, review by Thursday: Integrated Marketing Communications
Be sure to note figure 13-3.  How you collect information on the effectiveness of all your communication strategies is critical: that's what Monica's presentation lays the groundwork for—discovering what works with your consumers or customers. Just read to page 371 (you don't have to read beyond "using data to drive business value."

See you Thursday!  Questions? Drop me a line.

Gracias!

Ken

That UN Social Marketing/Condoms PDF is available

Please download the Case Studies on Condom Social Marketing in Africa. (On the list, here).

We will discuss a bit more about the issues surrounding social marketing in class on Thursday, but please do read (for next Tuesday):

1. The introduction  pp. 6-9

2. The Kenyan case pp. 35-39

Monica will join us from Bogotá Colombia.  Think about Internet social media and marketing.  How important is it?  How do you do it?  How much should a company worry about it?

Monica works closely with Totto company.  Take a peek:

http://www.totto.com/co/totto 

Thanks!

Tuesday Nov 19

Something New
Please give this a read. Its short.  Gillett is building market share because they did careful work on the ground in India.

http://www.registerguard.com/rg/news/30551663-76/razor-india-gillette-blade-guard.html.csp

Review:
More to post here in a moment. For those few who missed class, Indy was unable to join us due to computer problems at his end (he'll be back on Thursday so meet on 8th floor room A, please).

We began a discussion of social marketing by looking at HIV and condom distribution in Africa. I'll post links shortly.  

We will have two guests on Thursday and I'll briefly review the material you are responsible for from Keegan (noted in the previous blog).

We had a short written quiz, asking you to write a paragraph, using your knowledge of price product and positioning, about how you would approach condom distribution in Africa.   

We will have two more graded exercises: one more short written quiz, and the second is your visit to an ethnic business in which you will write your one-paragraph "field note," and in which you'll demonstrate that you had a substantive conversation with someone in the business.  Questions you may ask are open, but might include getting an understanding of where the store takes its inspiration from, how they've had to change their offering from the home-country taste to local taste, or other issues that the respondent wants to share with you.  Please note things that appear striking, different, or uncomfortable to you.  If you choose to visit a restaurant whose owners do speak English and which appears to be pretty mainstream, you have to stretch your analysis a bit and be sure you tell us what makes this place a little bit "international."  

Final presentations will include only a THREE PowerPoint summary of the last portion of your presentation; however, you will need to turn in ALL your powerpoints to me (the first and the second) and your final presentation that you turn in should contain more detail: perhaps 6 and not more than 10 powerpoint slides.  Review the syllabus, please.  I'll post more details end of day today, including the rubric I'll use to grade these submissions.  

Our final will be on the last day of class.  A study guide will be posted soon, and there will be a small essay as part of the final.  

From Russia, With Food Jeopardy Template

Hey,
If you click on this link, you can study the LUX case.  These will appear in the final, some of them!

From Russia, With Food Jeopardy Template

Tuesday Nov 12: Review and Coming Attractions

What's In Here
Here's a review, a sense of upcoming attractions, and an assignment.  

Assignment
We can't all go to Hong Kong but we can experience international retail here at home.

The assignment: get together with any two to four of your colleagues.  Visit an ethnic store or restaurant. Here are some examples: you may find others.  Buy something (or eat something). With your colleagues, note what is surprising, different, and the same.  Think about how these store keepers are doing international business: ask where products come from, consider what their market is.  Don't photograph without permission.  We'll talk about it Thursday next week.  This will take an hour out of your weekend or after-class time, but you have to eat sometime, so try the Pho (pronounced "Fuh" with a rising accent). Or try some Indian sweets or some Mexican "pan dulce."  (Mariachi and Primavera have a nice selection of the latter.

•  El Mariachi Grocery, just past Brookland Baptist on Sunset, West Columbia.
•  The Taqueria and Grocery behind China Hut III, 12 Street Plaza

•  Oriental Groceries: Indian Groceries & Spices 2410 Augusta Rd #10a West Columbia   

    across from WalMart

•  Spices of India & Groceries 544 St Andrews Rd Columbia, SC 29210

•  88 Oriental Market 6795 St Andrews Rd Columbia, SC 29212

•  Hyundai Oriental Grocery 1807 Decker Blvd Columbia, SC 29206

•  Asian Market 1221 Bakersfield Rd Columbia, SC 29210

•  Tienda y Panadería Primaera, (about) 1818 Agusta Road, West Columbia, SC 
•  Pho Viet, 2300 Decker Blvd Columbia, SC 29206‎

•  Pho Viet Restaurant 2011 Devine St  Columbia, SC 29205 (five points)

Review
For the lexicon: 
Ethnocentric: using your own cultural lens to interpret and especially to evaluate some other cultural pattern, tradition, behavior, or belief.  Like what counts as "crowded" or "big" or "attractive" to you may mean something else to someone else.

Empirical: what you see, hear, sense, observe: but without the evaluative or (often) comparative component.  

We looked at Russian Grocery stores in today's Russia:

Here's how X5 retail tells the history of their group.  Its an infomercial in Russian, but with subtitles; take a look.


We watched this in class. (The Russian giving the tour has a potty mouth, so be aware that we don't endorse that sort of language, but the grocery tour is worth a look).  We discussed what is different, what is the same, what seemed odd.  



Boilerplate: in a contract, its the standard language, including fixed terms.  Old sales guys that I know talked about "boilerplate" pricing, meaning a 100% mark-up.  That standard pricing was just that simple.  That's what LUX was doing in Russia: using a "double the price" to find the sales price, instead of working through their actual costs and pricing to meet the market on that basis.

For Future Reference
When learning about another environment—a Russian supermarket, for example— you will notice things that seem odd, out of place, unusual.  That's fine.  Notice those things.  But try to break them down into "here's what was there" versus "here's what I think about it, how I evaluate it, how I like it or think its odd or difficult."

So, as you take notes on a new place (like, when you interview someone, or visit a different sort of place) consider dividing your notes in half.  On the left, your empirical observations. On the right, your evaluations, feelings, or analysis.  For international marketers discovering new retail forms, knowing where your evaluations come from helps you recognize important points of difference—and connections.

LUX Case and next reading and upcoming presentations
Do read through the LUX case on the right.  We'll discuss the LUX company options, and look at where the market is, and where it is going, now.

We've been talking about Channels (chapter 12).  For your next presentation (after we hear from China, on Thursday) we'll back up and review these from Keegan: Product Decisions and Pricing.  We looked at the pricing in the Russian grocery store—you may be thinking about exchange rates.  And we talked about the problems with pricing as "boilerplate" in the LUX case—they didn't include their overhead in their pricing.

Refer to the syllabus about the last presentation. We'll discuss details tomorrow, after we hear from China and their presentation.

Chapter 10: Product decisions (much of this has been covered in class, and you may have skimmed around in Chapter 10, right?)

Chapter 11: Pricing decisions.  

Next week, we'll explore a bit of cross-cultural communication (Neogy: the little book) and, if Monica is available, we'll learn about social media in international setting, especially the Totto company's efforts in Latin America.
  

Nov 7 Blog and updates

What's Here
• A little lexicon
• Two readings (those we reviewed in class)
• A case reading for Tuesday
• What's coming up

Lexicon
Relationship transparency
Netchain
Empirical
Casu technology (you'll need to look that one up. . . )

Two Readings from Class and a Case Reading
Be sure you understand the main points in the Eggert and Helm article. What are the main points about transparency for them?  Who were they studying?  What did they find?  (This article is near the top of the list to the right).

Be sure you understand the main points in the Hofsted article (its at the bottom of the list). What is a netchain?  What are the complications of transparency?  Why is it that transparency through the netchain may have problems in the USA?  What are the cultural (national culture) implications or problems presented by transparency?

Case reading: be ready on Tuesday to discuss the Russia food case.  We'll work through this case in class.  Its to the right, down on the bottom.  Download and read that one.

What's Coming Up
I'll provide a format for your final group presentations (one more re-do is an option for those who had more difficult countries! And there is the final presentaiton).
I'll outline how there will be some additional quizzes, individual grades.
I'm working on completing the grade tabulations to date so you have an idea where you stand (and nearly everyone is doing pretty well!)

We will hear from Ms. Iziar M. about her experience in Hong Kong—be ready to hear about Pikachu (?).

Tuesday Nov 5 Summary: Chicken--

Thanks
To the Italy team for a fine presentation, and thanks to the China team for presenting their initial interivews.  We'll continue with these on Thursday.  And do some other things, as well. Read on.


What's In Here

• Lerxicon: one word: transparency
• Foster Farms and marketing mini-case: update
• Readings and a case for you

Lexicon
One word: transparency. This came up as we discussed a min-case, Foster Farms.

What do we mean by this idea?  Is it always a good idea?  Who should know what?  What counts as the stuff you need to—or want to—share?  Can transparency be a good thing, always?  What about the information you may not want to share?  Do you want to share the chicken slaughter process, really?  If not, why not?  And how about information in your company that might give your competition some advantage.  Should you share that, too?

There are two issues here: first, what do we mean by transparency in marketing.  Second, it seems to me that this is related to trust: the notion that two parties in a transaction have enough information for the transaction to go forward (there are, of course, formal economic models, and plenty of them, that talk about this transactional business).  For our purposes, you may find it relevant to look

Click here for an article about transparency in business relationships.
(You can click the link above, or download the TRUST article from the list at right.)
And here for an article by our own faculty member, Nancy Buchan, about trust.
(Again, click the link or find the TRUST article at right; thanks to Dr. Buchan!)

Please do take a look at the transparency article.  I'll include it in an upcoming class discussion.  The Buchan article is for your reference: its a wonderful summary of how trust is developed and shaped across different cultural contexts.

Foster Farms

Lets briefly continue this Foster Farms mini-case.  What should they do?  What have they done?  

Here's an op-ed from the San Francisco Examiner. http://www.sfgate.com/food/foodmatters/article/Feds-must-take-stronger-action-against-salmonella-4947659.php

And here is an article from a trade magazine.
http://www.thepoultrysite.com/poultrynews/30504/weekly-overview-us-makes-progress-on-foodborne-disease

The challenge for Foster Farms (aside from cleaning up their act) is the fact that commentary spills out all over the Internet.  And people like Video Blogger David Parkman have a lot to say.

So you can see how their marketing communications have looked, peek at this:

There is a strong international dimension to this issue, as a recent USDA ruling will allow US growers to ship chicken to China for processing and then return to the US for sales; here's coverage from Bloomberg Business Week.
http://www.bloomberg.com/news/2013-09-27/chicken-processed-in-china-triggers-u-s-food-safety-protests.html


Readings and a Case
In a short while, I'll post our next case reading: another food-related issue: food distribution in Russia.  Take a look! We'll discuss next week.

Also next week, be ready to review and discuss Chapter 13, Keegan's Global Marketing and Communications Decisions.

Expectations for Tuesday: each team talks to FOUR people from your city

Hi guys,

We spent today going through the product itinerary, talking about how small differences in breakfast choices, practices, and objects (foods, packaging, delivery modalities, and the mental models of what counts as bread, breakfast, toast, etc) can be quite important.  Small differences can make a big difference.

We messed with the example of Panasonic in China.  And we watched a video about New York (okay I know its not a foreign country but to me it feels like a different world!)--in which a company wants to understand who buys home improvement/maintenance things, and what people do with them, how they transport them, who and what and when and even why those products are used in context.  This information is critical to designing products, retail experiences, and marketing plans.

So: now to your projects.  On Tuesday, each group will report on WHAT THEY LEARNED from four people.  The point is to try to find four people to talk to who are

• from your city, or if you can't find them, nearby
• they can be former or current residents
•  talking to them may mean exchanging text messages or even an email
• if you CANT reach anyone at all, call me or email me.  If you can only get two out of four that's not so bad, but be able to tell me what you learned in the process of NOT finding them.  (This is also data, that can tell you something about how to approach people)
•  Expect to be told "no thank you."  Consider your approach.  If you really want to learn about a town, then people are likely to open up.  Think about what you can offer in return: pictures or stories about your own life?  Offers of lunch and a beer when someone comes for a visit?  BE creative

How to get in touch?  Try these:
• Call the embassy.  There should be a trade attache, or a cultural attache.  In the case of China, there should be a local tourism office, a local "find outside business investors" office where people speak English.  In the case of China, there are QQ groups for people learning English.  And there are blogs.  Use Google Translate to try to find people there.  Special interest groups (sports, sexuality, dating, business, travel) have social networking sites: try them out, see who you can meet).
 •  Facebook may not exist in China, but Chinese people in the USA use it and they have friends in China.  Same thing for Pondy (try Orkut for India).  Network.  Reach out.
• What about the international student office on campus?  Anyone from Cameroon?  Plenty of people from China: who is from Changsha?  Sardinia?  Southern Italy?  You get the idea.

The reports you make should walk through what you learned about the product itinerary for the product or service you have in mind.  If its a computer, where do people buy them now?  What is associated with them (other objects, tools, services) who does the buying, and when?  How are things shipped, unpacked used?  Walk through as much of the itinerary as you can get your hands on.  Websites like Picasa and Flickr may have some clues.  

If you get stuck, call me.  In some ways, this is an experiment and a difficult one.  Try your best!

Ken

PS: If you have not read the China piece on Panasonic, please do.  I'll have some additional readings for you posted tonight.  But not a lot. I want you to be finding four people to talk to!

Oct 29 Revivew & Update: Retail Channels

Today's topic: retail and the product itinerary

NYC delivery: you don't have a car, so how do you "schlep" the stuff home? You have stuff delivered, that's how. 

What's in Here:

Lexicon, a Review, and a Reading Assignment.

Lexicon

DTC: Direct to consumer (what Avon used to do--but now, in China, they are also at the cosmetics counter in department stores)

Bolsa familiar: the social program (started, I believe, by President Lula in Brazil, or Brasil, if you are in Brasil).  It tried to lower the poverty rate by guaranteeing a floor income for poor people.  It had the result of pushing some lower income people into the lower-middle-class, which in turn raised the level of household consumption.  Of computers and Epson printers, for example.

Curaçao: a chain of department stores targeting lower income new arrival immigrants, started in Los Angeles by a couple of entrepreneurs.

Logias Americanas: a chain of white-goods stores in Brazil, targeting middle-class consumers.

Trust: an element in exchange or purchase that presents an interesting cultural problem.  What is fresh milk?  Can packaging increase trust?  Who do you trust to buy safe, healthy products?

Transaction: the moment when goods change hands for money.  Shopping is the wider process; transaction is the moment of monetary exchange.

Desjeux and Zhang: authors of the paper about the product itinerary that you've read.

Review

First,  we discussed how you MUST find a product.

You MUST find someone to talk to in the country you are targeting. 

We suggested that you can check Facebook.  Cameroonians are on Facebook; they tend to be from Los Angeles. How can you find them?  Maybe "friend" a Cameroonian in Los Angeles and find out who they know in Yaounde? Maybe find a phone number for a business and try giving a call?  Maybe trying to find a local, African social networking site?  Maybe, call the embassy in Washington: ask for the cultural attache, the chargé for cultural or economic activities?  Embassy's have offices for cultural affairs, tourism, and for business.  Try to find someone to talk to you. 

But when you get someone, what to talk about?  

I suggest you walk them through the product itinerary.  Ask about:

1. Pre-purchase

2. Purchase

3. Transport

4. Storage

5. Use

6. Disposal

You should ask about your product or product category.  Say its a computer. So then,  at each point along the itinerary, you may ask what people do.  for (1. Pre purchase, you ask, maybe "how do you figure out what to buy?  talk to friends? learn about it on tv? Just go to the store?  What store?  How do you shop?  Do you shop on-line?  Who do you TRUST for information about  the product?  Then, (2.) where do you go to purchase?  Where else might you go?  Do other people go to other kinds of stores? Are there really more than one place to get them?  Does anyone sell this stuff door-to-door

*note: in Keegan, we are reminded that cars in Japan are sold door to door.  So much for simple evolutionary models of retail, right? 

Then, consider transport, storage, and Use.  For use: who uses?  Who shares?  Who decides when something can be used?  (these questions demand some creativity: and they depend on the product.  Then disposal.  Think about the things associated with the product: does it come in a box? A Bag?  Is the box or bag re-used? Does the box or bag convey any information?  Are things really consumed, and thrown away, or are they given away or put in storage at the end of their useful life? (Think: Americans with TV sets tend to put them in the kid's room, then the garage, where they live forever, or they go to the goodwill at some point: things are recycled whether you know it or note: think of clothing in Santiago, Chile.). 

Today in class we talked about Chapter 12 in Keegan, retail channels. Reviewing Keegan's chart on page 

 336.  What is missing?  Hint: do you buy stuff on a smart-phone?

We put ourselves in groups, six of them, to interview six people who are not natives to the USA (or, in one case, a USA person who never ever buys things online, making him a little bit of an outlier).  We learned about Breakfast in each country, and asked questions about the product itinerary.

Reading Assignment

1. Be sure you have read and understood Chapter 12 in Keegan.

2. Be sure to download and read the short article on China Panasonic in China. 
3. Download and review the powerpoint from store location research about New York (okay, its not International, but its a very different culture).

Next Class:
We'll continue to briefly report out the results of your interviews about breakfast.
We'll discuss using the product itinerary as a way to discuss retail distribution problems, challenges, and strategy. We'll discuss the New York example, and watch some video. There will be a quiz about this, and watch out.  You actually will have to write something.

Update and 3rd Presentation Information

Quick Update:

Your grades on the midterm have been posted to Blackboard.

We will NOT have presentations Tuesday. I'm going to give you guys an example, and we'll post instructions for you, too.

For the Third Presentation

"You’ll highlight a retail channel, a consumer product, and a service, and select one especially interesting and rich one of these in a particular national or regional setting for depth exploration in your fourth report."

To prep, read Keegan Chapter 12.  Especially pp. 335-343.

Note the chart on page 336.  You will notice it includes "catalogue sales." The book does not mention Internet sales.  Why is this?  You need to include it.

I'd like each group to report on the presence and nature of each of these. Try to find an example of each, if they are present.

Retail Channels
1. door to door (direct sales)
2. Internet sales, including both desktop and mobile as a sales / purchase interface
3. Retail store types:
    Big-box retailers
    Regional/national chain stores (e.g. Casino, Mahima, and Onashi in Cameroon).
4. Franchising
4. Mom and pop retail (non-franchise)
5. Market stalls

Consumer Product
Here, you select a consumer product widely used and sold in your area.
Try to identify the itinerary of the product.

1. Where is it designed/manufactured?
2. How does it move to the marketplace? (Identify the steps on the value chain).
3. Where is it sold?
4. Who is buying it?  
5. How is it used?

I guess you need a couple slides for this one.  It could be tricky.  This is where you may need to interview a local person.  How to do such an interview will be part of the topic of the Tuesday class discussion.

Services
Here, I would include restaurant along with the range of services you usually find in any market economy: transportation, automotive, communication (Internet providers, mobile service providers), medicine, legal, accounting, education, hair/beauty/salon, environmental/engineering/architectural, funeral/religious services.
1.  What services are not on this list that should be on this list for your city?
2.  What services predominate? What services are growing? Shrinking?
3.  Pick an example service.   Who uses it?  What does it cost? How is the service delivered?  What other products/services are related to or involved in the service delivery? Are there international aspects, international players in the business?

Again, a local person can help you, but websites may be interesting here: how many architectural firms are there in Cameroon?  Can you call one?  You get the idea.

Last, you'd pick a product (or service or retail environment) in which you want to play, and which you want to market in your country/city.

Parts 1, 2, 3, 4, and 5 posted here
Meanwhile, if you already are comfortable with part I and II, take a loot at Desjeux and Zheng. (The article is on the list of downloads to the right: and its not very long!)

I may remove about five to seven questions, and put in five to seven new ones. 

Review and question bank for Thursday Mid Term Examination

Since some of the questions in the question bank may be revised (and some new "false" choices may be inserted), don't memorize answers, understand concepts.  I'll limit the use of "all of the above" or "none of the above" answers. 

Find the parts of the book or your lecture notes that refer to the question.  Study those.

There are two segments that you need to read to respond to reading questions  that are NOT on in the question bank.

Please read de Mooij Ch 4, especially 113-114; 130-133; and 143-148.

Please read Keegan (related to the de Mooij content: its about positioning) 277-288.  

Please take a look at the Desjeux and Zheng article (there are maybe three or four questions in the question bank about this article, and I think the contrasts between studying PRACTICES versus "motivations" or other psychological categories) is an interesting and important departure from usual marketing research practice.  Please try to understand what Desjeux and Zheng are  doing.  Its a translation and the style of writing is different than what you are used to.  Try to get the main idea, and consider how it is different from the approach used by de Mooij.  There will be a question or two that contrasts these two approaches–that is, contrasting de Mooij and Desjeux.

The question bank is being posted in segments, here.  

These PDF files show suggested correct answers. I reserve the right to edit or slightly modify some of these questions.  All the questions you suggested are found here, in addition to a packet of new ones. 

Look on the right for "MidTermQsPart1, Part2, Part3, etc.

Midterm Question Bank PDF files include:

Part 1: Krupps, Miller (Trinidad Article), Miller (Global Jeans)

Part 2:  Lexicon, in-class presentations, Adithi Metta (Day in the Life inIndia)

Part 3: Jeopardy Quizz questions (revised a bit) 

Part 4: di Mooij, a few more Jeopardy Quiz Items (remember: its HERE), and some class discussion points.

Part 5: some new questions, some more class discussion, and more Keegan

Please check back here for updates and details, as I'll be updating and adding to this page this evening and a little bit on Wednesday.

And, on Wednesday, more details about your upcoming presentations.  For now, just know that you need to talk to a real resident (or former resident) or your town (or at least, near your town! Get on Facebook!)

The Questions Not in the List are Taken From This Reading: (and yes these will be multiple choice questions).

de Mooij Chapter 4, (especially pp 113-114,  130-133, 143-148)

       1 question on self-concept and branding

       1 question on body and identity

       1 questions on sex and love related attitudes  

       1 question on "lifestyle

AND 

Keegan 277-288 (up to New Products in Global marketing).

Although there are ALREADY a couple of questions about Desjeux and Zheng in the question bank, please take a glance at the Desjeux and Zheng article: a couple NEW questions will ask you to compare/contrast the approach by Desjeux and Zhen versus the approach taken by de Mooij (as seen in her Chapter 4).

Note: we'll MAYBE read a four page case during the quiz, and I'll ask three or four questions about it.  The case is here, "Panasonic Listens in China".  Give it a pre-read.

There will also MAYBE be a short video that will be followed by four questions.  The 50 questions after that should be a snap.  

-K 

PS: Hat-tip to J. Morris for helping me correct a badly worded answer in Part 2 (its landowners, not farmers, on that question).

Quick Update: for the Midterm

Here are the questions we created today: I'm posting these quickly now so you can have them to review.

I am looking for you guys to email me the additional question

I will post to blog later  tonight the rest of the questions.

All questions you design will be on the midterm 10 NEW questions that I come up with will be on the midterm but I will =tell you where they come from (readings, etc).  

Additional questions that will appear on midterm will also be posted: I’ll select 60 percent of them.

So, by 8:30p I'll do a blast email with all the questions except the 10 NEW questions (you will, though, know not only what chapters those questions come from but what SECTIONS of the chapters they come from. 

Which of the following are used to identify krup’s brand positioning in E Germany

1.     Free listing

2.     Brand map

3.     Intuition

4.     Google

Which was used to advertise & promote their products in w Germany

1.     Retail stores

2.     Specialty shops with live displays

3.     Online promotion

4.     Television advert5isements

What would be the best strategy for Krupps market entry

1.     Reduce price & change brand image

2.     Maintain price & brand image

3.     Reduce prices and maintain brand image

4.     Maintain price but change brand image

Which is not one of the three market focus areas for Krupp's

1.     West Germany

2.     Usa

3.     Europe

4.     Asia

What made a difference in E. German existing brand awareness

1.     Advertising by newspaper

2.     W German television

3.     Families visiting W German friends and relatives

4.     None of the above

For the Coke as a Sweet Drink from Trinidad: what kind of symbol does miller refer to Coke cola as?

1.     Meta-symbol

2.     Global symbol

3.     International symbol

4.     Local symbol

What is a meta symbol?

1.      It’s a sequence of more than one character?

2.     We don’t know or care

What was the only product that needed to be imported to make the soda in Trinidad?

1.     The concentrate

2.     Sugar

3.     Glass for the bottle

4.     Caramel

Which is not a generalization that soda companies that command their logic of operation?

1.     The cola flavor structure

2.     Law of range expansion

3.     Law of average

4.     Key bottleneck is distribution

How many major bottlers of sweet drinks were there in Trinidad

1.     One

2.     Two

3.     Five

4.     Six

An example of low level unbranded jeans sold in Kannur:

1.     Jeans county

2.     Jeans town

3.     Jeans world

4.     Jeans city

5.    

At what age do Indians tend to stop wearing jeans? (Men)

1.     39

2.     35

3.     60

4.     40

Why do Indians stop wearing jeans at 40?

1.     It represents a difference in how they present their identity as a student.

2.     They get too fat to wear them

3.     There are sumptuary laws that prohibit adult men from wearing jeans.

4.     None of the above

In the context of global denim, South Asia is

1.     The  highest consumer of jeans

2.     A country where half the people wear jeans

3.     

The last major region with low jean consumption

4.     A place where only 10 % of women wear jeans

Which one of the religions is not talked about the website about denim?

1.     Muslims

2.     Hindu

3.     Judaism

4.     Christian

Which of the following countries play the most sports? (de M. Ch 1)

1.     Austria

2.     Denmark

3.     Belgium

4.     Germany

How could culture be describe

1.     Art created by humans

2.     Art created by Americans

3.     The identity of a country

4.   

  The glue that bind groups together

Which is not a topic of general consumer decision making

1.     Buying and consumption

2.     Brand loyalty

3.     Dissatisfaction

4.     Opinion leaders

Which is not one of the five dimensions of national culture according to Hoefsted?

1.     Power distance

2.     Individualism collectivism

3.     Uncertainty avoidance

4.     National self determination

(video: Ariapalayam)

What are NOT the primary wage earning economic activities of women:

1.      milk production

2.     Wage labor

3.     Petite shop operations

4.     Managing the household

What is the average household income

1.     25 to 35 $ month

2.     25 35$ a year

3.     10 to 25$ a month

4.     40 to 50$ a year

What are the two major groups in the village

1.     Farmers and merchants

2.     Landowners and wage workers

3.     Buddhists and Hindus

4.     College graduates and non graduates

 What are local products?

1.     Rice and milk

2.     Televisions and electronic devices

3.     Cars

4.     Detergent

Day in the life. . . . (correct answers only)

What types of brands are found in the stores

*(western and Indian brands)

What was allowed to do in the Bazaar that is unusual to us?

(cut the line)

What did D. not like her husband’s car?

( brand image)

What social class is the family?

(upper middle class)

(