Discussion board questions, each needs a short response detailed answer at a Master Level. (please number the

responses on the answer) No sources needed

Global Brands

1. One of our chapters for this week deals with the global marketplace.  Let’s look at some of the key challenges that a U.S.-based company should consider before it enters any foreign country.

Please select ONE key challenge and elaborate on it, tying Kotler/Armstrong to your perspectives. Why is a company’s ability to MANAGE the process of entering a foreign country so critical?

2. Class, what other things might a foreign government due to negatively impact a company from the USA that wants to enter their country?

3.  Class, suppose that your company decided that China would be a good country to enter.  Your independent research suggests a positive environment and a customer base that would be receptive to your product.  YOU have been asked by your VP of marketing to investigate entering this market.

You need information.  Talk to how you might approach this information gathering.  Where would you start to understand and learn how to best enter this country?  You need information — where to go?

4. The VERY first thing I would encourage you to do if you wanted to enter China is to contact the Chinese Embassy in Washington DC (or NYC). There, you can gain initial insights and learn the names of key contacts in China that would help you to learn HOW to approach your company’s effort to enter China.

Doing business in China is very different than many may perceived. One has to work with the Chinese government initially so as to ensure that all of the “I’s are dotted and T’s are crossed”. A relationship is necessary. That relationship also has to occur when working with companies in China — the term “guanxi” comes to mind. The Mystery of China’s “guanxi” http://www.bbc.com/news/business-29538125
Too often, American businesses approach doing business in China as a “Slam, bam, thank you” approach — quick and fast. Not so fast, say the Chinese!

In your responses, I saw studying the culture, talk with companies that are already in China, etc. Good thoughts. Heather, I liked your suggestion relative to working with that organization within the Department of Commerce.

What else might you consider doing?

Ethics In Marketing

1.Class, what should be the ethical responsibility of the marketer any time they want to bring forward a product or service? Given your response, are you seeing what you have suggested occurring in marketing today?  Why or why not?  Examples?  

In those situations in which you felt the company was unethical, was your situation that you have described simply a bonehead business decision… or was there a definite question relative to ethical marketing practices by the company? Substantiate why you think the company was unethical. Upon what might you draw to defend your answer?

2. Societal Marketing Concepts also suggests that the marketer should “do no harm.”

Wow — Livia, I am surprised they didn’t come back and accuse you of recording the conversation without giving the AT&T sales associate warning.  Nonetheless, your experience does point to the need to be vigilant.

Heather, don’t get me started on the pharmaceutical companies!!  To answer your question, the public is becoming less forgiving… and physicians even more so; they are tired of their patients “practicing medicine” by suggesting that the physician prescribe products that they see advertised on TV.

While we wait for others to post, watch the Evening News on television at 6:30pm. They have lots of pharmaceutical ads on because the average age of the viewers of the Evening News is 61 years old — gettin’ up there, I suppose.  Try this:  Turn the volume off and watch the ad – the ad shows happiness, people playing with grandchildren, being active, having fun, etc.  Then watch another ad and close your eyes, listening to the announcer’s voiceover.

What do you notice?  Are the visuals congruent with the announcer’s voiceover?  What do you think?

3. The FDA (Food and Drug Administration) requires that the pharmaceutical manufacturers, in order to advertise their drug products, must share all the contraindications. For this reason, those ads run a full minute. The drug companies aren’t happy about it, but this is the only way that they will be allowed to advertise ethical pharmaceutical products on television.

I wanted you to observe this ad in two modes – in the first mode, I wanted you only to listen to the verbiage without watching the screen. In the second mode, I wanted you to watch the screen, but with the volume muted. 

What you are seeing and what you are hearing are two different things. The advertising agencies that create these ads do a superb job of seemingly minimizing those contraindications. The ads show people smiling, grandmothers playing with her kids, couples walking hand-in-hand on the beach, and other things that take away your attention from the words. Yet, when you listen to the words, it’s scary – these drugs could kill you, in some cases, especially if you happen to have certain side effects.

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