1. Regional Market Segments
2. Marketing to consumers in developing and developed markets
2.1. 1. 80% consumers like to buy product in tiny bogegas, kiosks,.....
2.2. 2. Smaller packaging and lower sales are often critical
2.3. 3. Many companies make the right kinds of product to suit cu=onsumer demand
2.4. 4. Mobile and digital stratergies are more importance
3. Ten Commandments to building global customer-based brand equity
3.1. 1.Understand similarities and differences in the global branding landscape
3.2. 2.Do not take shorcuts in brand building.
3.3. 3.Establish marketing infrastructure
3.4. 4.Embrace integgrated marketing communications
3.5. 5.Cultivate brand partership.
3.5.1. 1. Exporting existing brands of the firm into the new market
3.5.2. 2.Acquiring existing brands already sold in the new marketbut not owned by the firm
3.5.3. 3. Creating some form of brand alliance with another firm
3.6. 6.Balance standarđization and customization
3.6.1. Common customer needs
3.6.2. Global customers and channels
3.6.3. Favorable trade policies and common regulations
3.6.4. Conpatible technical standards
3.6.5. Transferable marketingskills
3.6.6. Product are likely to sell through standardized
3.6.6.1. 1. High-Technology products with strong functional images
3.6.6.2. 2. High-image products with strong association to fashionalbility, sensuality, weath, or status
3.6.6.3. 3. Servies and business-to-business products that emphasize corporate images in their global marketing campaigns
3.6.6.4. 4. Retailers that sell to upper-class individual or that spacialize in a salient but unfullilled need
3.6.6.5. 5. Brand positioned primarily on the basis of their country of origin
3.6.6.6. 6. Product that do not need customization or other speacial products to be able to function properly
3.7. 7.Balance global and local control
3.7.1. 1. Centralization at home office or headquarters
3.7.2. 2. Decentralization of decision making to local forreign markets
3.7.3. 3. Some combination of centralization and decentrailization
3.8. 8.Establish operate guidelines
3.9. 9.Implement a global brand equity measurement system
3.10. 10. Leverage brand elements
4. Customizing Marketing mix elements in local marketers for global brands
4.1. Product Strategy
4.2. Communication Strategy
4.3. Distribution Strategy
4.4. Pricing Strategy
4.4.1. Consumers' perception of the value of the brand are
4.4.2. Their willing to pay
4.4.3. Their elasticties with respect to price changes
4.4.4. 3 steps for varying prices offered in different countries
4.4.4.1. create an international "price corridor"
4.4.4.2. Introduce different brands in high-price, high-income countries and in low-price, low-income countries
4.4.4.3. Develop a completely new product for a local market
5. Other Demographic & Cultural Segments
5.1. Marketing based on Age
5.1.1. segment of millennials
5.1.1.1. size
5.1.1.2. traits
5.1.1.3. Use of technology
5.1.1.4. education
5.1.1.5. diversity
5.1.1.6. spending
5.1.1.7. family and home values
5.1.1.8. brands
5.1.1.9. shopping influences
5.2. Marketing based on Ethnicity
5.2.1. african americans
5.2.2. hispanics and latinos
5.2.3. asian americans
6. Global Branding
6.1. A) Why should a Brand focus on Global Markets?
6.1.1. Perception of slow growth and increased competition in domestic markets
6.1.2. Belief in enhanced overseas growth and profit opportunities
6.1.3. Need to diversify risk
6.1.4. Desire to reduce costs from economies of scale
6.2. B) Advantages of Global Marketing
6.2.1. Economies of scale in production and distribution
6.2.2. Lower marketing costs
6.2.3. Power and scope
6.2.4. Ability to leverage good ideas quickly and efficiently
6.2.5. Uniformity of marketing practices
6.2.6. Consistency in brand image
6.3. Recognition of global mobility of customers.
6.4. C) Disadvantages of Global Marketing
6.4.1. Consumer needs, wants, and usage patterns for Products
6.4.1.1. Disferences in cultural values, economic development, and other factors across nationalities
6.4.1.2. A strategy that works in one country may not work in another
6.4.2. Consumer response to Branding Elements
6.4.2.1. Linguistic differences across countries
6.4.2.2. Sound systems differ accross dialects
6.4.2.3. Cultural context
6.4.2.4. Example
6.4.2.4.1. The brand name "Lexicon"
6.4.3. Consumer response to Marketing Mix elements
6.4.3.1. Consumers in different countries feel differently about marketing activity
6.4.3.1.1. US - Ads with rich in product information
6.4.3.1.2. Japan - Ads tend to be softer and more abstract in tone
6.4.3.1.3. Vietnam - Ads use price benefit or discount promotion
6.4.4. Brand and Product development and Competitive environment
6.4.4.1. Products may be at various stages of their life cycle in different countries
6.4.4.1.1. P&G modified its strategy for its detegent brand Tide
6.4.4.2. The perception/ positions of particular brands may also differ across countries.
6.4.4.2.1. McDonald's & KPC have a premium positioning in outside the United States
6.4.5. Legal environment
6.4.5.1. The maze of constantly changing legal restrictions from country to country
6.4.5.1.1. Canada banned prescription drug advertising on TV
6.4.5.1.2. Poland required commercial lyrics to be sung in Polish
6.4.5.1.3. And more.
6.4.5.1.4. The U.S Federal Trade Commission requires that paid testimonials and endorsements made by the third party for a brand on social media be clearly revealed. And the similar rules in other countries
6.4.5.1.5. In the context of social media
6.4.6. Marketing Institutions
6.4.7. Administrative Procedures
7. Strategies for Creating & Managing Global Brands
7.1. Creating global brand equity
7.1.1. Establishing breadth and depth of brand awareness
7.1.2. Creating POP & POD
7.1.3. Eliciting positive, accessible brand responses
7.1.4. Forging intense, active brand relationships
7.1.4.1. Consumers have sufficient opportunities + incentives
7.1.4.2. Consumers can interact with other consumers and the company
7.1.4.3. They can actively learn and experience the brand and its marketing
7.2. Global brand positioning
7.2.1. Derives from a deep understanding of how brands must be positioned across various markets.
7.2.2. Create a mental maps
7.2.3. Define core brand associations
7.2.3.1. Define a hierarchy of brand associations
7.2.3.2. Define which associations we want consumers in all countries to hold/ which we we want consumers only in certain countries to have.
7.2.3.3. Determine how to create these associations in various markets to account for diverse consumer perceptions
7.2.4. Identify POP + POD
7.2.5. Craft a brand mantra
7.2.6. Companies have a global brand positioning document
7.2.6.1. - How valid is the brand's mental map based in the home market relevant to a new market? - How appropriate is the positioning? - What is the existing level of awareness? - How valuable are the core brand associations, POD, and POD. => Awareness and key points-of-parity need to be established first.
7.2.6.2. - What changes should we make to the - positioning? - Do we need to create any new associations? - Should we not recreate any existing associations? - Should we modify any existing associations?
7.2.6.3. - How should we create this new mental map? - Can we still use the same marketing activities? - What changes should we make? - What new marketing activities are neccessary?