answer question 2&3

China and South Africa -plus other significant markets tion adaptation or dual captation. At the price levels such as Indonesia are a top priority for many frms. may encounter price escalation, dumping, gray markets, 4. Modes of entry are Indirect exporting, direct exporting, and discounted countertot products. At the distribution licensing joint ventures, and direct investment. Each level, rms need to take a whole-channel view of distribut- Gucceeding strategy etats more commitment, risk ing products to the final users. Fem must blways consider control, and profit potential the outural, social, political technological, er vironmental and legal Imitations they face in other countries 5: In deciding how much to adapt the marketing programs at the product kevel firms can pursue a strategy of straight & Country of origin perceptions can affect consumers extension, product adaptation, or product invention. Al and businesses alike. Managing those perceptions to the communication level, they may choose communica- best advantage is a marketing priority MyMarketingLab Go to wymitlab.com to complete the problems marked with this con as well as for additional Asrated graded writing question Applications Marketing Debate Marketing Discussion is the World Coming Closer Together? Diverse Channels Many social commentators maintain that youth and teens As coorved in the chapter, global economy does not are becoming more like across countries over time. Oth. recessary mean homogeneity in distribution channels and ortthough not discuting the fact point out that differences is in marketing, advertising, and promotions in between cultures at even younger ages by far exceed the fact, distribution channels wound the world could not be more on Why is this the case? Take a positions People are becoming more and more similar us The differences between people of differ ont cultures far outweigh the similarities Marketing Excellence only read them in sponse to ancorants and ideas the company added more feature to organize the on >> Twitter going communication on Twitter, including the wgnition of med, direct messages, and therefwoot. Web de Fow companies have had such a vost global motino veloper Chris Macon og eddig a hagym short mos Twitter. The online social world com boltol organize categories of cortion or search for pany was the branchid of Jack Dorty, Evan Williams, tweets on a common topic. For example ya wil Bz now, and Noah Class back in 2000, Dorsey thought bergan to conversions about the Grammy would be revolutionary people could send a text to Twitter grow slowly during a first w but ng and number and have it broadoast to their friends: 1 started to heat up in 2007 when the comowy want to make somerg so smo you don't even think 51-inch passwound the grounds of the South about you just w The code name for the concept by Southwest interactive and broadcast two was which wymorphed into winar Dory cont by atlerde Ovomontotiv ned from the tregon March 21.00 20,000 10 60,000 was a day At the heart of Twitter two Another one come on wy 15, 2000. when ed to 140 ch. Doney once we one could US Airways fight 1540 ned on the change the world with 100 Recorders in New York City during an emergency Anwens can condondowo, wie stored orson on corner or brows world when 264 PART 3 CONNECTING WITH CUSTOMERS he snapped a photo of the plane on the river wrote a Twitter went public in November 2013 and raised tweet, and sent it to his 170 followers. The twool and $2.1 billion in the second-biggest intomet IPO in History #Flight1549 went viral within minutes and proved that Facebook raised $16 billion in 2012). Its global impact Twitter had transformed the way we get news. has grown so great that it operates in 35 languages and Seth Mnookin, MIT'S Associate Director of Science 70 percent of users live outside the United States. In Writing, explained why Twitter has been so revolution - 2014, 500 million users were registered on Twitter, 250 ary in media: "What the advent of television or radio did million were active, and more than 400 milion tweets was give a small group of people a new way to reach the were posted oach day around the globe. masses. And this essentially is doing the same thing, for Today, people use Twitter for many reasons, includ- the masses." Twitter captures and records history in realing promoting a brand or company, raising money for time with eyewitness accounts, pictures, and thoughts. charities, breaking news, folowing favorite celebrities, Celebrities and sports figures started to embrace or, as Dorsey said, changing the world. Twitter describes Twitter in 2009. Perhaps the most influential early adopter itself as a global platform for public self-expression and was Ashton Kutcher, the first celebrity to reach 1 mil- conversation in real time. Mark Burnett, the producer lion followers. Katy Perry, Barack Obama, Lady Gaga. of shows like The Voice Survivor and The Apprentice, and Justin Bieber are now among the most followed stated. Twitter actually is the real time, water cooler Tweeters, with tons of millions followers each conversation of young America. The company's ultimate By 2011, Twitter had expanded across seven differ- goal is to reach everyone in the world, ent countries and languages. The medium had a huge impact on the Arab Spring, when millions demanded the Questions overthrow of oppressive Middle East regimes. Bahraini protester Maryam Al-Khawaja explained that in many 1. Discuss Twitter's global Impact since its inception countries Twitter is about entertainment, but in the Middle 2. Who are Twitter's biggest competitors? How does East and North Africa, it can make the difference between Twitter differ from other social media companies? life and death. Twitter gave activists a means to share 3. What marketing challenges does Twitter face as it accurate and uncensored information, connect with like- continues to expand its brand globally? minded individuals, and organize street operations at unheard-of speed. Hussein Amin, professor of mass Sources on 100.com. 2000 Theed communication at the American University in Cairo, town or 11.2011 The Tot explained, "Social networks) for the first time provided to see how 2013 Montwory7.2013 activists with an opportunity to quickly disseminate infor yeongcut 08 Nowe 2013. Babon mation while bypassing government restrictions." KW bewerber 12.2013 Jutarne wow During the 2012 U.S. presidential election, Twitter had PO. 2013 ....2013 Daw enormous Impact on campaigns and communications Down wir Nu sudbice with voters. In fact, the most popular tweet of 2012 was POP "Four more years. posted by Barack Obama after he won wwwwww 2012 the roolection. It was retweeted almost 1 million times Marketing Excellence Much of the company's early international expansion is credited to Sir Lindsay Owen Jones, who transformed >> L'Oral L'Oral from a smal French business into an International cosmetics phenomenon with strategic vision and precise When it comes to globalizing beauty, no one does it brand management. During his almost 20 years as CEO better than L'Oral. The company was founded in Paris and chairman, Owen Jones divested weak brands, In- more than 100 years ago by a young chemist, Eugene vosted heavily in product innovation, acquired ethnicaly Schuler, who sold his patented hair dyes to local diverse brands, and expanded to markets no one had hairdressers and salons. By the 1930 Schurehod