First, a little fun about Boeing, which we previewed in class. Take a look. Next, usual, you'll find some lexicon (below), then a set of reading expectations for Thursday. Set aside several hours: you need to read through the material in Keegan, Chapters 1 - 4. The handy guide below tells you what you are expected to know the most about, but you should review all of Chapters 1 - 4. Please read only the short elements of Chapter 1 in di Mooij shown below, and the short bit in Chapter 2, but read all of Chapter 3.
Preview of Boeing "case"
Thanks for attending to my comments about Boeing. Note that Boeing is facing increased competition in addition to serious supply-chain-related problems with its new Dreamliner.
As I mentioned, before JAL recovered (and recovered fast and strong) from bankruptcy, they asked The Boeing Company for help with a re-design. Here is a preview. Watch and enjoy.
Lexicon
Brand image
Clients vs. Consumers
Brand-map
Ethnographers
Positioning
Brand Equity
Expectations for Thursday
I'm revising our syllabus a bit to fit the needs of the class, as you know.
Report two will happen next week, two groups on Tuesday the 24th, two groups on Thursday the 26th. In return for pushing this back a bit, you agreed to get us caught up on readings
Readings (and here we play catch up and move ahead) will be: `
Keegan Chapters one through Four.
There is a lot of information there. I will provide a summary, 30 minute lecture to highlight the main points, introduce one ADDITIONAL analytical approach to culture, and then we'll will enjoy a quiz.
Please be especially aware of these sections in Keegan. I expect you'll know what else is in Keegan, but we will especially touch on the issues below (numbers below are page numbers:
• The three principles of marketing, especially the value equation (6)
• The standardization debate (8)
• Nokia's "misreading the market" (Box 1-1 p. 24)
• Economic shift from "West" to "East" (40)
• Aging population and implications (41)
• Stages of Market Development (49-56)
• Kinds of economic cooperation (69-70)
• Introducing political, legal, and regulatory frameworks (75)
• Expropriation (80).
• Intellectual property and trademark (84-85)
• Analytical approaches to cultural factors (111)
• Living, working, and thriving in other cultures (123)
di Mooij Readings for Chapter 1, 2 and 3.
• Read A Model of Cross-Cultural Consumer Behavior & Organization of the Book (22-23)
• In Chapter 2, read Comparing Cultures (33-36)
• Read ALL of Chapter 3. Be ready to talk about explaining variables in "consumer behavior"
A Question to Consider: Who is a consumer, and what is consumption?
One of your colleagues from raised this
Expectations for Second Presentation:
You will pick only four countries (or regions) to complete the task set out in the syllabus, to wit:
Daily life, income, gender, age, psychographics and other segmentations.
o Here, you’ll give an overview of differences, then select one national or regional setting for
intensive focus. This region will be the focus in your third report.
I expect to see a first slide identifying the four countries you will choose, repeating the basic demographics and ADDING their current leader's name and political ideology/party.
I expect to see a second slide introducing gender variation in the four selected countries (this can be up to four slides long). Your gender variation should include marketing implications
I expect to see a third slide about psychographics, "taste" differences, or other dimensions of difference that may make a difference (e.g. developmental or age groups, religious differences, major economic groupings, or other broadly significant "segmentations.). This can be one slide or up to four.
Your last slide selects one of these four or some other location that your group chooses within your region but among your allocated cities which will be the focus of your upcoming third report. You must provide some new information, something dramatic, different, interesting, or problematic about your selected city and country that justifies your interest in it. Tell us why you picked this place (and, "plenty of Internet resources about is" is not the very best reason--tell us something about the place that matters!)
Locations for your second report:
Africa, please consider using "Bedouins" as one of your groups instead of Egypt; you'll also do a West, East, and South African location.
Europe/Latin America will use Italy (step it up, Italy); Malmö, Dominican Republic,and. . .was it a place in Mexico or Bolivia? You decide.
China will do China as one "region" and speak in generalities when that matters (but be ready to talk about local difference!). You will also do Japan (again, pay attention to locality as well as nationality). I believe you selected Vietnam as a third region (its growing so rapidly!). You know your other location: you decide.
Central/South Asia: India is certainly a location—locality is important, here. Kazakastan is another (I think). You may have chosen Pakistan, too. You decide your other location.
Preview of Boeing "case"
Thanks for attending to my comments about Boeing. Note that Boeing is facing increased competition in addition to serious supply-chain-related problems with its new Dreamliner. As I mentioned, before JAL recovered (and recovered fast and strong) from bankruptcy, they asked The Boeing Company for help with a re-design. Here is a preview. Watch and enjoy.
intensive focus. This region will be the focus in your third report.
I expect to see a first slide identifying the four countries you will choose, repeating the basic demographics and ADDING their current leader's name and political ideology/party.
I expect to see a second slide introducing gender variation in the four selected countries (this can be up to four slides long). Your gender variation should include marketing implications
I expect to see a third slide about psychographics, "taste" differences, or other dimensions of difference that may make a difference (e.g. developmental or age groups, religious differences, major economic groupings, or other broadly significant "segmentations.). This can be one slide or up to four.
Your last slide selects one of these four or some other location that your group chooses within your region but among your allocated cities which will be the focus of your upcoming third report. You must provide some new information, something dramatic, different, interesting, or problematic about your selected city and country that justifies your interest in it. Tell us why you picked this place (and, "plenty of Internet resources about is" is not the very best reason--tell us something about the place that matters!)
Locations for your second report:
Africa, please consider using "Bedouins" as one of your groups instead of Egypt; you'll also do a West, East, and South African location.
Europe/Latin America will use Italy (step it up, Italy); Malmö, Dominican Republic,and. . .was it a place in Mexico or Bolivia? You decide.
China will do China as one "region" and speak in generalities when that matters (but be ready to talk about local difference!). You will also do Japan (again, pay attention to locality as well as nationality). I believe you selected Vietnam as a third region (its growing so rapidly!). You know your other location: you decide.
Central/South Asia: India is certainly a location—locality is important, here. Kazakastan is another (I think). You may have chosen Pakistan, too. You decide your other location.
Preview of Boeing "case"
Thanks for attending to my comments about Boeing. Note that Boeing is facing increased competition in addition to serious supply-chain-related problems with its new Dreamliner. As I mentioned, before JAL recovered (and recovered fast and strong) from bankruptcy, they asked The Boeing Company for help with a re-design. Here is a preview. Watch and enjoy.
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