• 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
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