Semester's End

Like Corey wrote on the previous post, I would also like to mention how much I enjoyed this part of the course. The professional blog assignment gave me an opportunity to really understand my points and opinions and how to organize them in an understandable way. I enjoy talking about retailing and international business, but let's face it, that's not always pleasant dinner conversation for some. This blog gave me a chance to 'talk' about those things and be creative in my interpretations of current events. Also, as we finish up our time at university, our studies gradually become less about textbook learning and more about the application of our knowledge. As someone who has never been good at things like multiple choice tests or algebra, it was a relief that I could finally be graded on more than just the ability to memorize definitions and words. I enjoy reading about current players in the global market place and other industry news and I liked how that was a part of this course. It has been a good semester and I hope more courses in the CARS dept. will allow us the same creativity and freedom with assignments like this in the future.

--Jane Brownfield

Marketing 362

As the year came to a close, I realized how much I'd learned about myself and what I was capable of creatively and academically. I would never have guessed that I would take away so much knowledge and initiative from this class, and am very impressed with how it was taught to me.


In the future, I know many of us will use what we've acquired in this course, through the guest lectures, examples, activities, and projects to our benefit later. This will not be the end of my blogging, I think of it as actually the beginning.

Thanks Professor for kicking my ass. See you soon.


Corey Fitzgerald

China Updated.

http://www.chinadaily.com.cn/english/doc/2004-03/26/content_318053.htm


This link provided the story that most members of the UN feared. After meeting for a recent conference to discuss global economics, the UN was said to have stated that the Chinese Government's goals were "unexpected and disconcerting".

"China is also on track to achieving the goals of reducing infant and under-five mortality and improving maternal health, the report notes.

But the report also calls for more attention to targets like achieving equal access to primary and secondary education for boys and girls by 2005, halting and reversing the spread of HIV/AIDS by 2015, halving the incidence of tuberculosis by 2015, and implementing national strategies for sustainable development by 2005 to reverse the loss of environmental resources by 2015.

It suggests targets that are behind schedule be put on track with more attention to balanced development."

This report states that China has achieved many of its goals in terms of betterment of its people, and improvement of living conditions to meet American Middle Class standards. However, it also aims to become the next largest burgeoning class for consumption and service implementation. What are the UN to do in a situation like this? Should Chinese policy be regulated by dominant existing countries in the United Nations, or should compromise be employed to help government officials modify the reckless abandon seen with some of their decision making bodies?

Corey Fitzgerald

China's take over

The Chinese government has projected a plan of creating about 30 major cities each year for the next 5-10 years in its country to speed up its evolution to world power. With a disregard to world issues such as sustainability, environment awareness and global economics, the Chinese seem to be only concerned with self push. However, with this disregard come dire consequences.

As the Chinese create their own technological research and product companies, as well as cars, clothing, and other mass produced goods, they seem perfectly prepared for world takeover. As the most polluted country in the world, they also seem the least concerned. Could it be that we are looking at the next war era Germany of today?


What do you think?

---CF

Differenece in Global Brand Awareness-- In the US market vs. Asian markets

Most Americans have heard of brands like Levi's, Nike, McDonalds, Adidas, Wal Mart, and Ruby Tuesdays and know or use those brands regularly. Simularly, these names have also been in introduced in markets in Asia (ie. China/Hong Kong, Japan, Korea, Malaysia) What I find so interesting is that although the brand name is the same, the perception of the brand is completely different in Asian markets; often having different status, products and styles that are specific to their market. For example, think about Levi's jeans in the US... although they are making attempts to become more fashion-forward, most people here don't associate Levi's with style or trendiness. In Asian markets, Levi's look very different and are very popular among the stylish urban youth. Levi's in Asia is known as a brand with high status and style and the denim designs are different and more edgy than the Levi's worn by Americans. The brand has an international appeal, and international brands are considered cool to the younger generations of Asia; who are exposed to different cultures and brands frequently (sometimes more so than American kids). Even though America is considered a 'melting pot', I think the difference between the concept of international exposure in Asia and the US is the level of accessibility and acceptance. Many [young] people in countries like China, Singapore, Korea, and Thailand know about the music and pop culture of each other's nations and are confronted with different languages everyday (for instance, if you ride the subway in Singapore you can see four different languages: English, Chinese, Malay and Tamil) and many know more than one language...sometimes 2 or 3 different ones-- I meet very few (non-Asian) Americans who are familiar with trends or pop culture from other countries, especially when it comes to Asia.

With accessibility (international) I mean the ease in which a person can look/reseach/read about something from other country or language. For example, if I wanted to watch a Chinese movie, I couldn't just turn on my TV or go to my local dvd store and find much...but in places in Asia, it would be easier to watch an American movie....or Korean, or French, or Indian, etc.

Another example is McDonalds: in Asia, its different...it's really nice (clean too) , seen as a cool place to hang out by school kids, and the young employees are always polite, smiling and wear cute McDonalds trucker hats...however that's not quite what most Americans envison about McDonalds; for us it = older, disgrutled employees who sometimes are polite, (but let's be honest we don't really even expect them to be most of the time), cheap, not quality food, unhealthy...and is often associated with obesity and in general not the destination for hip Americans to go eat. Also Pizza Hut is almost like a 5-star restaurant some Asian cities; with appetizers, stylish lighting, and modern decor.

So why is the same American brand so different between the U.S. and Asian markets? I think to be 'different' is the only way for an American brand to succeed in Asia. US companies who assume that Asian consumers love American brands, who don't adjust their product offering or marketing, and who think the product is enough marketing alone are now regretting their arrogance as they attempt to recover from failed loses overseas. To me, that shows a major weakness in our economy and I am surprised when I hear about US companies failing in Asian markets...all those highly paid people and not one of them thought to open a book about Japanese or Chinese culture? Or that there is a significant cultural difference between the two? I think it's sad when a big, powerful company like Wal Mart fails in Japan while other international brands for example from Taiwan or Italy operate in that market with success. I think it important for American retailers to be aware of theses market-specific brand perceptions in order to ensure the success of their company.

Although the U.S. is a very influential country with a stable economy and a sizable middle class, we have a significant weakness that could hinder our future economic prosperity; our lack of global awareness in terms of people/business relations, culture, and language. Many American students do not learn a 2nd language and are not always encouraged to learn about other cultures. In general I think our education system should provide more of an international education to prepare America students for the future, especially Asian studies (including regions such as East Asia, India, the south Pacific, and the Middle East)

[This may be controversial to some, but this is just my opinion after living and studying in both markets. I believe both markets have strengths and weaknesses and think Americans should care about their future in the global economy--if you are patriotic and proud to be from the U.S., I would think you would want the best for your country. I say this because I have had some people express to me that learning about other cultures doesn't matter to them and that I am "un-American" by saying that our level of international awareness is low for a developed country and we should try to learn about other cultures...because these days it is vital to our economy.]

News Media: Local vs. Online News Sources

In general, the overall United States newspaper readership has decreased and more Americans are getting their news from other media outlets namely, the Internet and television. However, a significant difference can be observed in the content of these two sources. In the US, local news tends to be less ‘global’, focusing on fluff pieces that involve everyday people and meant to entertain its audience rather than inform. Online news sources like bbc.com or the New York Times online report more on international news and events that affect the global community. Also, these online sources contain a wider variety of topics ranging from art and fashion to human interest and advice columns.

The online sources cater to an international audience and are aware that many people around the world depend on them for their news. Local news here should be more international because it is necessary to educate US citizens on world events. Local news in this sense does fail to inform Americans on global news; this trend is unfortunate because the rest of world is becoming more aware of global events and therefore able to make more informed decisions on trends that affect the world.

Google Hires Ad Agency Liaison to Find New Ways to Advertise Products

Google Inc. is now seeking to extend its brand awareness through advertising and has hired a well-known Madison Avenue executive to work with ad agencies on new ways Google products can be used in advertising. They have teamed up with Andy Berndt, co-president of WPP Group PLC's Ogilvy & Mather to be managing director of Google's newly formed Creative Lab unit. This unit's goal is to look for more creative ways Google products can used in marketing pitches. However, this new development has some on Madison Ave weary of the fact that Google may get into the creative services market and becoming the ad agencies largest competitor. On Google's side, a spokeswoman clearly stated that they are "not moving in the ad agency business" and that Google would not work with ad agencies directly. Many feel that this move is a step in the right direction for Google as they continue to grow their company and expand their services.

Google Inc now plans to launch a new digital ad format that lets marketers distribute ads that resemble mini websites through the network of sites where ads are sold. This service has been dubbed Google Gadget Ads, which include video, games, news updates, and images. For example, Six Flags has recently used Google's new ad format to promote its theme parks by creating a game called Sky-Drifter. Users can play the game where the Six Flags ad appeared or click on the ad to take them to the Six Flags website, or even add the game to their personal web sites. Advertisers can use this service to target their ads according to the web site, context, geography, or demographic.