978-0134058498 Chapter 8 Solution Manual

subject Type Homework Help
subject Pages 3
subject Words 1104
subject Authors Kevin Lane Keller, Philip T Kotler

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END-OF-CHAPTER SUPPORT
MARKETING DEBATE—Is the World Coming Closer Together?
Many social commentators maintain that youth and teens are becoming more and more alike as time
goes on. Others, while not disputing that fact, point out that the differences between cultures at even
younger ages by far exceed the similarities.
Take a position: People are becoming more and more similar versus the differences between people of
different cultures far outweigh their advantages.
Pro: The world is becoming homogeneous. At least the “world” of consumers, that is. The growth of
the Internet, the speed of communication, and travel has succeeded in exposing people to differing
lifestyles and preferences that they are finding appealing and desirable. Consumer preferences for
products tend to become similar as the economic conditions of the target markets achieve certain
levels. Economic affluence and political stability foster increases in consumer affluence and product
attractiveness. In marketing, we target “markets”—defined as groups of people who share similar
characteristics, wants, needs, and ability to pay. These “target markets” exist in the aggregate not as
belonging to one country or another. There exist numerous examples of products first produced for a
national market finding it fully adaptable to foreign sales and vice-versa because consumers in those
“target markets” have similar characteristics, needs, and wants that the product meets. The youth and
teen markets of the world share almost instant communication of ideas and products from around the
world while at the same time, share similar learning and growing experiences, feelings, and concerns.
The audience does not change, we are still human beings after all, and as such the message can
connect to the audience or audiences around the world. The difference in marketing is neither the
message nor the messenger that influences these similarities; it is the economic situations facing the
people involved.
Con: Cultural differences, in language, environment, physical, economic, and geographical areas
contain key differences that will never be overcome by marketing. Marketers should be very aware of
these differences and excellent marketers will capitalize on these differences in their marketing
messages. These differences especially apply to the second and third world markets. Countries are
communities and people in their particular country will always insist on their individual identification
and nationality. Nationalism is a strong motivator for product purchase and/or how a product is used.
Some products extend national boundaries—this is a fact that no marketer can ignore. However,
products that extend past national boundaries are just a small part of a person’s total product
consumption or usage on a daily basis. Niche marketing and nationally produced products will
continue to exist at the local and national level. Some of these products are due to consumer eating,
sleeping, cultural, and religious differences that will remain specific to that country or culture.
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MARKETING DISCUSSION
Think of some of your favorite brands? Do you know where they come from? Where and how they
are made or provided? Do you think it would affect your perceptions of quality or satisfaction?
Student answers will differ depending upon their favorite brands.
Marketing Excellence: Twitter
1. Discuss Twitter’s global impact since its inception.
2. Who are Twitter’s biggest competitors? How does Twitter differ from other social media
companies?
3. What marketing challenges does Twitter face as it continues to expand its brand globally?
Marketing Excellence: L’Oreal
1. Review L’Oreal’s brand portfolio. What role have loal and global marketing, smart acquisitions, and
R&D played in growing those brands?
2. What are the keys to successful local product launches like Maybelline’s Wondercurl in Japan?
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3. What’s next for L’Oreal on a global level? Who are its biggest competitors? If you were CEO, how
would you sustain the company’s global leadership?

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