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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 | |
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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) |
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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) |
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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) |
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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) |
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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) |
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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) |
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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) |
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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) |
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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) |
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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) |
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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) |
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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) |
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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) |
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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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