INTERNATIONAL

MARKETING

MARK 302
Lecture 1
14July 2005
KAPIL…

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 Today’s Programme

• Introduction
– What is different about IM?
• The Course

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 Introduction

• Why are you here? What do you expect?

• What is ‘International Marketing’?
• Building on 200-level Marketing
• Adding ‘International’ to ‘Marketing’
• Marketing in a much more complex
environment
• Much more fun
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 Examples of Pitfalls

Apocryphal stories of marketing blunders

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 Coke gets it wrong

• The name Coca-Cola in China was first

rendered as Ke-kou-ke-la. Unfortunately,
the Coke company did not discover until
after thousands of signs had been printed
that the phrase means “bite the wax
tadpole” or “female horse stuffed with wax”
depending on the dialect.

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 Coke gets it right?

• Coke then researched 40,000 Chinese

characters and found a close phonetic
equivalent “ko-kou-ko-le”, which can be
loosely translated as “happiness in the
mouth”.
• (competition in 1930s)

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 Pepsi and KFC

• In Taiwan, the translation of the Pepsi

slogan “Come alive with the Pepsi
Generation” came out as “Pepsi will bring
your ancestors back from the dead.”
• Also in Chinese, the Kentucky Fried
Chicken slogan “finger-lickin’ good” came
out as “eat your fingers off.”

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 Sex

• Ford had a problem in Brazil when the

Pinto flopped. The company found out that
Pinto was Brazilian slang for “tiny male
genitals”. Ford pried all the name plates off
and substituted Corcel, which means horse.

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 Sex, second instalment

• When Parker Pen marketed a ballpoint pen

in Mexico, its ads were supposed to say “It
won’t leak in your pocket and embarrass
you”. However, the company mistakenly
thought the Spanish word “embararzar”
meant embarrass. Instead the ads said that
“It won’t leak in your pocket and make you
pregnant”.
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 Sex, yet again

• Chicken-man Frank Perdue’s slogan, “It

takes a tough man to make a tender
chicken”, got it terribly mangled in another
Spanish translation. A photo of Perdue
with one of his birds appeared on billboards
all over Mexico with a caption that
explained “It takes a hard man to make a
chicken aroused”.
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 Divided by a common language

• In an effort to boost orange juice sales in

predominantly continental breakfast eating
England, a campaign was devised to extol
the drink’s eye-opening, pick-me-up
qualities. Hence the slogan, “Orange juice.
It gets your pecker up”.

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 And just on the scene

• What is this?
• 谷歌

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 Google in China

• How Google became a rude word in China

• Customers take to the web
– http://www.NoGuge.com/

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 What is different about IM?
• Examples of linguistic problems
• How many languages in the world?
• Country<>language
– USA - growth of Spanish
– 1/4 population Hispanic in 20 years
• language >>>culture
• translation relatively easy - culture more
complex
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Firm and International Marketing
Environment

• See Fig 1.4 in textbook, International

marketing task
• Diagram

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 More than languages
• Law
– first aspect
• How does law affect marketing?
• Prohibition
– alcohol, tobacco, sex, GM foods
• Restrictions
– children
• Obligations
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 Obligations

• Packaging
– contents, languages, child-proof
• Environmental standards
– emissions, disposal
• Ownership and access to market
– mandatory joint ventures

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 Sanitary & Phytosanitary (SPS)
regulations
• sanitary (human and animal health) measures and
phytosanitary (plant health)
• Often used as non-tariff barrier (NTB)
– eg fireblight – big dispute with Australia
• Essential to preserve good reputation of
exports
– Eg Listeria in NZ cheese to Holland

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 Danger of litigation

• US woman sues NZ Game Board because

venison ‘caused’ her to have an abortion
(Dominion 28/2/00)

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 Laws not merely national

• many laws are supra-national

– European Union
• ‘International’ presumes nations
• Nation states becoming less relevant
• Globalisation

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 The end of the nation state?
• Market <> country<>culture
• Most countries have a number of cultures
• Most cultures are found in a number of countries
• Distinction between IM and Marketing becoming
increasingly blurred
• Growth of global products
• All marketing global marketing?

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 What does this mean?
• IM is marketing in a more complex environment
• All aspects of market planning have to be
reexamined
• What works in one place MAY not work in another
• Course adds knowledge of international business
environment to your knowledge of marketing

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 The Course

• Approach to learning
• MARK 302 coursepage/blackboard
• Course outline

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 Approach to learning
• Facilitate learning rather than prescribing
• Learn by doing
• Case studies, and projects>exam
• Group work, but do not neglect individual work
• Relevant - real issues rather than text book
examples
• Contemporary – up-to-date
• Utilise technology – lots of video material

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 Technology

• Caution - Sod’s Law in operation!

• use Internet in lectures
• MARK302 homepage - the coursepage

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 Mark 302 Homepage
• What’s on it?
• Course outline
• Notices
• Extra readings
• Links to websites (eg Tradenz)
• Lecture notes
• Let’s have a look
• MARK 302 coursepage
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 Blackboard

• Another route to the same information

• http://blackboard.vuw.ac.nz

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 Course Outline

• Why have a course outline?

• Tells you want to expect
– in terms of what the course covers
– in terms of what we attempt to achieve
– what is required
• Fairly long and comprehensive

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 General
• Applies 200 level marketing concepts to
international arena
• Introduction to global economy, structures and
issues
• Examines NZ issues
• Environmental analysis
• SWOT analysis
• International Marketing Strategy
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 Course Information

• Notice Board
– Rutherford House mezzanine floor
• MARK302 coursepage/blackboard
• Email

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 Aims and Objectives
• Understanding of marketing in the international
environment
• Analysing and communicating
• Complexity, cultural and location specific factors
• Opinions about theories and practices
• Visiting speakers
• Introduction to the Internet
• Awareness of Asia

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 Competencies to be Achieved

• Application of marketing concepts

• Utilise information facilities for
international markets
• Understanding of the Web/ ICT
• Environmental analysis
• SWOT analysis
• Strategic recommendation
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 Teaching Times

• Weekly lecture
• Tutorials
– 10% of marks
– wb 24 July

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 Staff
• Administration Assistant
– Mrs Jessie Johnston, 11th floor Rutherford House
• Tutors
– Yu Ge
– Anastasia Larionova
• Class representative
– Need candidates next Friday

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 Visitors
• Online databases/Commerce library/Endnote
– Charlotte Clements
• Assistant Commerce Librarian
• Educational services
• Victoria International
• Pat English
– China Market Manager, NZTE
• Ken Muramatsu, NZ Translation Centre
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 Textbook

• Richard Fletcher and Linden Brown: 
International Marketing, an Asia­Pacific 
Perspective
• 3rd edition 2005
– Australian
• Extra material on coursepage

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 Case Studies

• One will be assessed

• Others discussed in tutorials
• List on final page
• There will be a question on one of these
industries in exam

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 Assessment and Due Dates
• Spread out
• Friday 18 August: Wine Industry Case Study
– 15 marks
• Friday 6 October: Research project
– 35 marks
• Tutorials
– 10 marks
• Exam
– Registry open book, 2 hours, date tba
– 40 marks

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 First assessment

• Wine Industry case study

– Statistics
– Information collecting
– Analysis
– due 18 August
• Feedback w/b 4 September (after break)
• video

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 Major Project
• Bringing together
– materials from lectures
– skills and tools from preparatory exercises
– theoretical knowledge from textbook
– market knowledge from country sessions
• Education Services (product area)
• Environmental analysis, SWOT and
recommendations (strategy)

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 Educational Services

• Growth area in long term

– current difficulties
• Political, social, ethical, cultural issues, etc
• Industry you are all familiar with

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 Project Structure

• Work in groups (form in tutorials)

• Report to ‘client’
– VUW Victoria International

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 Project Outputs

• Environmental analysis
• SWOT analysis
• Strategic Recommendations

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 Other Information

• Word limits
• Work Load (10 hours +)
• Plagiarism
• Grievances
• Class representative

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 Schedule

• Schedule on coursepage

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 Tutorial schedule
• List of topics on final page
– You should read the case study
– Get additional information from web
– Be prepared to discuss the questions
– One case study will be used in the exam
• Tutorial information on coursepage

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 What we did today

• Difference between IM and Marketing

– distinction increasingly blurred
– Globalisation
– Marketing in more complex environment
– Textbook (F&B) 1
• Course
– MARK 302 coursepage/blackboard
– Course outline

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 Next week

• Getting information for IM

– Charlotte Clements, Assistant Commerce Librarian
• Globalisation and the global economy
– Textbook (F&B) 2,11
– Beal: the Asian Titans

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