Please read below for details on each part.
Part 1, Decision Making Process: Consumer needs and wants are what drive marketers to succeed in selling their products or services through a variety of methods. Describe the process from consumer need through purchase behavior. Then, discuss how each of the following items impacts the process of decision-making. For each item, support your discussion with a personal example of purchasing a product or service.
The type of decision in the decision-making process (i.e., high involvement versus low involvement)
Motivation and values
The power of attitudes
The type of message
Issues related to purchase and post-purchase activities
The family and culture
Part 2, Cultures and Marketing: Our behavior as consumers is dramatically influenced by our culture. Refer back to the Marketing Pitfalls section 14.6 (Chapter 14).
Find a similar example of an unsuccessful market entry by a global product and provide the details in your paper.
Describe the reason why it was a failure as related to consumer behavior, culture, and/or subculture.
Explain how you would more effectively market the global product in that country.
The Final Project Paper:
Must be eight to ten double-spaced pages in length (not including title and references pages and formatted according to APA style as outlined in the Ashford Writing Center’s APA Style resource (Links to an external site.).
Must include a separate title page with the following:
Title of paper
Course name and number
Must use at least four scholarly sources in addition to the course text.
The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
Must document any information used from sources in APA style as outlined in the Ashford Writing Center’s Citing Within Your Paper guide (Links to an external site.).
Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. See the Formatting Your References List (Links to an external site.) resource in the Ashford Writing Center for specifications.
The language barrier is one obvious problem that marketers who wish to break into foreign markets must navigate. Travelers abroadcommonly encounter signs in tortured English, such as a note to guests at a Tokyo hotel that proclaims, “You are invited to take advantage ofthe chambermaid,” a notice at a hotel in Acapulco reassuring people that “The manager has personally passed all the water served here,” or adry cleaner in Majorca who urges passing customers to “drop your pants here for best results.” Local product names often raise eyebrows onvisiting Americans who might stumble on a Japanese coffee creamer called Creap, a Mexican bread named Bimbo, or even a Scandinavianproduct to unfreeze car locks named Super Piss. One technique marketers use to avoid this problem is back-translation in which a differentinterpreter retranslates a translated ad back into its original language to catch errors. Here are some errors that could have used a bit of back-translation:157
● Audi calls its sporty electric car the etron. Unfortunately, to a French speaker the word étron hardly connotes motoring sophistication.Instead, it translates as “excrement.”158
● Kraft Foods reorganized recently and renamed itself Mondeleēz International. Monde is French for world in French, and delez, with along E in the final syllable, is a play on delish. However, to Russians the word sounds like a term for oral sex.159
● The Scandinavian company that makes Electrolux vacuum cleaners sold them in the United States with this slogan: “Nothing suckslike an Electrolux.”
● Fresca (a soft drink) is Mexican slang for lesbian.
● Ford discovered that a truck model it called Fiera means “ugly old woman” in Spanish. Its Caliente model is slang for a streetwalker. InBrazil, Pinto is a slang term for “small male appendage.”
● When Rolls-Royce introduced its Silver Mist model in Germany, it found that the word mist translates as excrement. Similarly,Sunbeam’s hair-curling iron, called the Mist-Stick, translates as manure wand. To add insult to injury, Vicks is German slang for sexualintercourse, so the company had to change its name to Wicks in that country.
● IKEA had to explain that the Gutvik children’s bunk bed is named “for a tiny town in Sweden” after German shoppers noted that thename sounded a lot like a phrase that means “good f***.” IKEA has yet to issue an explanation for its Fartfull workbench or its Jerkercomputer table.160
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