1. Compare the story "Super Toys Last All Summer Long" with the movie Artificial Intelligence. Do they use the same symbols? Do they have the same themes? Explain why or why not. * ** Adapting literature for the big screen is a risky process‚ and can yield great results as well as a poor‚ butchered‚ dubbed-down version of an otherwise major work. Fortunately‚ Stanley Kubrick ’s Artificial Intelligence movie has proved‚ by its extended use of dystopia and its focus on the human/machine relationships
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Two opposite viewpoints for developing global marketing strategy are commonly expounded. According to one school of thought‚ marketing is an inherently local problem. Due to cultural and other differences among countries‚ marketing programs should be tailor-made for each country. The opposing view treats marketing as know-how that can be transferred from country to country. It has been argued that the worldwide marketplace has become so homogenized that multinational corporations can market standardized
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Culture is seen as a system of shared beliefs and meanings. On the other hand society is composed of members who typically share a common culture or‚ at least‚ a recognised set of values‚ symbolism and other interactions such as social structure that defines the society’s members. Modern day hunter gatherers have adapted to geographical regions which have shaped their way of everyday life‚ social structure and organisation. The San of south Africa‚ as a result of their permanent settlement and
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corporations (MNCs)- Coca Cola‚ McDonalds‚ and Colgate-Palmolive to examine how these MNCs engage with marketing from global to local and regional. This exploratory analysis tracked discussions over a 10-year period (Wilken & Sinclair‚ 2011). It is found that Coca-Cola’s dominant global marketing is “glocalization.” This refers to finding the right balance between the bottom line of standardization while meeting the demands of localization and cultural adaptation (Wilken & Sinclair‚ 2011). Another development
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The International Marketing Dilemma Standardization VS . Customization Spiderman Becomes an Indian Product Idea P&G – Connect & Develop Strategy • Develop brands tailored for similar consumer cohorts living in different countries‚ rather than producing strategies on a nation-by-nation basis – Consumers in Mumbai have more common with consumers in Shanghai‚ Tokyo‚ New York than with consumers in rural India • Expertise from one part of the globe to another – Taboos over feminine hygiene
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Unit 15 International Marketing Management Structure 15.1 Introduction 15.2. Nature of International marketing concept 15.3. International marketing concept. 15.4. International market entry strategies. 15.5. Approaches to international marketing 15.6. International product policy 15.7. International promotions policy 15.8. International branding 15.9. Country of origin effects 15.10. International pricing 15.11. Summary Terminal questions Answers to SAQs and TQs 15.1. Introduction
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Case Analysis- Colgate Max Fresh: Global Brand Rollout Adil Khan(D13001) Q1. Did China and Mexico each do a good job of adapting the launch to meet local consumer needs? What is the likely profit impact of each plan? Which of the proposed adaptations were “must haves” versus “nice to haves”? China Though freshness accounted for 28% of consumer reason for a toothpaste purchase was a new concept Responses of the customer were above the norms for new toothpaste products in terms of buying behavior
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Eric Ulrichs International Marketing Prof. Folkers CMF Study 2-5-08 Colgate Max Fresh Case Study The Colgate Max Fresh: Global Brand Roll-Out article presented a case of Colgate-Palmolive Company and the process of taking a new product‚ Colgate Max Fresh‚ global. Colgate-Palmolive had the leading value market share of toothpaste in the U.S. 2004 with 34.8% and Crest from Proctor & Gamble close behind at 31.6%. Colgate also had a commanding lead in the international market with a global toothpaste
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considerably and about 40% of the target group provided positive intent to buy the product. Moreover‚ the sales increased as US market is highly concerned with having afresh Breath all the time and Colgate Max Fresh provided the US market with the same with a brand new packaging style. This also increased Colgate - Palmolive’s market share in US in the Premium Toothpaste segment. The toothpaste market was heavily skewed towards therapeutic toothpastes. The major challenge in launching the CMF was getting
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Business STANDARDIZATION VS. ADAPTATION OF THE MARKETING MIX STRATEGY IN SME EXPORTS Jorma Larimo University of Vaasa‚ Department of Marketing PO Box 700‚ FI-65101 Vaasa Minnie Kontkanen University of Vaasa‚ Department of Marketing PO Box 700‚ FI-65101 Vaasa Abstract. Standardization vs. adaptation of the marketing mix in foreign markets has been one of the key research areas in international marketing since late 1960s. Several authors have presented many arguments favoring standardization but on
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