Marketing News

Marketing News is South-Western's service to provide summaries of the latest marketing news stories. Review the brief summaries and, for stories of interest, select the full summary.
GLOBAL MARKETING
Title  Brief Summary 
Spider Man Casts Web over Japan
Full Summary
In a move underlining the clout of the overseas market, Sony Pictures has launched the world premiere of Spider Man 3 in Tokyo, weeks ahead of the U.S. opening.
(Updated April 2007)
Hip Western Fashions Hit India
Full Summary
Until recently, the Hilfiger label, known in the U.S. since the 1980s for its sporty, all-American clothing, wasn't available in Bangalore or any stores in India. Today Hilfiger and other top Western fashions are showing up on Indians across the country.
(Updated March 2007)
Piaggio's Talkin' Bout My GG-Generation
Full Summary
The Vespa scooter carried Europeans through the post World War II era and later gained iconic status in classic movies like "Roman Holiday" and "Quadrophenia." Today, the sleek Italian scooter has entered the U.S. market and is working its magic on a new generation of riders.
(Updated August 2006)
Energy Drinks Jolt Consumers Worldwide
Full Summary
In the 1980s, Jolt introduced super-caffeinated beverages to pep-starved Americans. Now a new wave of energy drinks has consumers bouncing off the walls. How did marketers turn multicolored liquid caffeine into the fastest growing sector of the beverage industry?
(Updated July 2006)
Dubai Ports World Not Western Enough?
Full Summary
Sheik Mohammed bin Rashid al-Maktoum spent years establishing Dubai Ports World as a Western-style port-management enterprise located on the Arabian Peninsula. But when it came time to do business with the U.S. recently, security-related worries that a Dubai firm running U.S. ports might be more easily infiltrated by al Qaeda terrorists set back the sheik's global business efforts.
(Updated May 2006)
Searching for China
Full Summary
The U.S. government has recently opened a series of investigations into the global marketing strategies of top U.S. technology firms. While lawmakers generally view global commerce as force for positive political development around the world, some congressional leaders are calling for caution--especially when it comes to doing business with China.
(Updated April 2006)
Healthcare Marketers Face Bird Flu Challenge
Full Summary
As we move from hurricane season to flu season, marketers of healthcare and prescription-drug products are looking beyond the disasters of Katrina and Wilma towards a possible bird-flu pandemic. Is the healthcare industry ready to tackle a global health crisis?
(Updated October 2005)
Made in the U.S.A.
Full Summary
In an election-year dominated by disputes over lost jobs, overseas outsourcing, and a huge trade deficit, evidence suggests that a growing number of Americans are seeking out homemade goods. Trends after Sept. 11, 2001 demonstrate an increased interest in domestic goods, and consumers are paying greater attention to books and Web sites that tout the benefits of buying brands made in the U.S.A.
(Updated August 2004)
Decorating the Orient
Full Summary
Do-it-yourself retailer Home Depot, the leading home decoration merchandise provider in the world, is setting its sights on China's estimated $50 billion home-decoration market and has opened a market development office in the country. While developing retail businesses internationally is fraught with pitfalls and has relatively few success stories, executives at Home Depot believe the potential for success dwarfs the possible downside, especially at this time when China's emerging market is in an explosive period of growth.
(Updated August 2004)
SUV Owners Fell Pain at the Pump
Full Summary
Rising international oil prices are causing consumers serious pain at the gas pump. The year's soaring gas prices are having an effect upon the way consumers are shopping for new vehicles. Recent industry reports show a 15 percent dip in sport/utility vehicle sales, as some auto buyers delay purchases or opt for smaller, fuel-efficient vehicles.
(Updated July 2004)
NBA Star Yao Ming is Lovin' It
Full Summary
Looking to make a slam dunk in global markets, the McDonald's Corporation recently announced it has signed Chinese NBA star Yao Ming to a multi-year global partnership. The fast-food giant selected its newest endorser to help communicate its brand to international consumers, and to counter negative press generated by scandal-ridden partners Kobe Bryant and Justin Timberlake. While NBA star Yao Ming may never sell products in the U.S. with the marketing force of a Michael Jordan or LeBron James, analysts agree that his overseas potential is enormous, particularly in China where the NBA sees great growth potential.
(Updated February 2004)
China: the New Gold Rush
Full Summary
China is the location of the new gold rush in global marketing. This reality was the backdrop to the launch of the Marketing Program for the 2008 Olympic Games, which was held in Beijing among hundreds of Chinese and international business leaders. Hosted by the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG), the launch of the Marketing Plan was significant as it provided an interactive forum for Beijing to outline the benefits of Olympic sponsorship and explain the marketing opportunities that exist to support the Games.
(Updated October 2003)
"Are You Lactating?" Avoiding Cross-Cultural Marketing Bloopers
Full Summary
Cross-cultural marketing bloopers are funny, but disastrous. For example, the California Milk Processor Board had high expectations when it sought to translate the popular 1990s "Got Milk?" ads for a Spanish campaign. However, nobody was laughing when the Spanish interpretation of the popular slogan churned out "Are You Lactating?" The result wasn't exactly what the California Milk Processor Board had in mind, and the slogan was summarily rejected.
(Updated October 2003)
India's Youth Go for X-Men, McDonald's and Cappuccinos
Full Summary
There's a new breed of consumer in India that's young, increasingly wealthy and willing to spend on everything from mobile phones to sneakers to French fries. In the not-too-distant past, such goodies were off limits to all but a fortunate elite in India, but a rapidly changing economy is making the higher life available to more and more of the country's billion-strong population.
(Updated October 2003)
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