Brand and Product Decisions in Global
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| 337 MyLab Marketing Go to the Assignments section of your MyLab to complete these writing exercises. Briefly describe the various combinations of product-communication strategies available to global marketers. When is it appropriate to use each. Assess the US. market potential for the electric vehicles such as the Tesla Model 3. Do you think the car will achieve mass-market success Why or why not? 10 Kevin Lane Keller, Strategic Brand Management Building, Measuring, and Managing Brand Equity (Upper Saddle River, NJ Prentice Hall, 1998), p. Ming Liu, Brands Seize on Artificial Intelligence Financial Times—FT Special Report Watches & Jewellery (November 11, 2017), p. Fora complete discussion of brand equity, see Kevin Lane Keller, Strategic Brand Management Building, Measuring, and Managing Brand Equity (Upper Saddle River, NJ Prentice Hall, 1998), Chapter Kevin Lane Keller, Strategic Brand Management Building, Measuring, and Managing Brand Equity (Upper Saddle River, NJ Prentice Hall, 1998), p. John Willman, Labels That Say It All Financial Times—Weekend Money October 25–26, 1997), p. John Willman, Time for Another Round Financial Times (June 21, 1999), p. Deborah Ball, Liquor Makers Go Local The Wall Street Journal February 13, 2003), p. B3. 17 John Ridding, “China’s Own Brands Get Their Acts Together Financial Times (December 30, 1996), p. 6; Kathy Chen, Global Cooling Would America Buy a Refrigerator Labeled Made in Quingdao’?” The Wall Street Journal ( September 17, 1997), pp. A, A14. 1 Queena Sook Kim, The Potion’s Power Is in Its Packaging The Wall Street Journal (December 21, 2000), p. B12. 2 Sara Silver, “Modelo Puts Corona in the Big Beer League Financial Times October 30, 2002), p. Betsy McKay, Cokes Heyer Finds Test in Latin America The Wall Street Journal (October 15, 2002), p. B4. 4 Christina Passarielo, Frances Cognac Region Gives Vodka a Shot The Wall Street Journal (October 20, 2004), p. B1. 5 Deborah Ball, The Perils of Packaging Nestlé Aims for Easier Openings The Wall Street Journal (November 17, 2005), p. B1. 6 Clare Dowdy, “GlaxoSmithKline’s New Toothpaste Financial Times August 11, 2011), p. Steven L. Gray and Ian Brat, Read It and Weep Big Mac Wrapper to Show Fat, Calories The Wall Street Journal (October 26, 2005), p. B1. 8 Miriam Jordan, “Nestlé Markets Baby Formula to Hispanic Mothers in US The Wall Street Journal (March 4, 2004), p. B1. 9 Nilly Landau, Face to Face Marketing Is Best International Business June 1994), p. 64. Notes Assistant Digital Helper When the Assistant digital helper was launched in fall 2016, Google CEO Sundar Pichni said the goal was a personal Google for each and every user Assistant represents the culmination of years of research and investment in artificial intelligence (AI) and machine learning. The software is integrated in several new Google products, including Allo, anew messaging app the Home voice-activated, Internet-connected speaker and anew line of smartphones. Pixel Phone As previously noted, Google’s Android is the dominant smartphone operating system globally, more than 2 billion Android-powered handsets are in use. In the past, Google partnered with manufacturers such China’s Huawei and South Korea’s LG on various models of Nexus-brand smartphones. However, Nexus sales lagged behind those of other brands. In October 2016, Google renewed its commitment to hardware when it debuted new handsets under the Pixel brand name. The base (inch display) Pixel retailed for $649, and introductory advertising featured the tagline Phone by Google The phones featured megapixel cameras and software with artificial intelligence capabilities linked to Google Assistant. Although the initial sales were underwhelming, the next generation of Pixel phones was introduced in fall Home Voice-Activated Speaker Amazon’s Alexa-powered Echo currently dominates the market for voice-activated, Internet-connected speakers. Home is Google’s initial foray into the category. The parent company’s expertise in search and personalization mean that Home can voice match”—that is, recognize—individual household members. Meanwhile, other tech companies, including Apple and Sonos, have also launched smart speaker products. Download 2.75 Mb. Share with your friends:
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