Disneyland Resort Paris
A5.2 Case: Papa Ingvar's worries
o 6 The convergence of marketing environments worldwide
6.1 Local marketing environments
6.2 Marketing: Borrowed concepts and practices
6.3 Regional convergence
6.4 A diverse marketing environment: The European Union
6.5 A changing marketing environment: Eastern Europe
6.6 A challenging marketing environment: East Asia
6.7 Limitations to the worldwide convergence of marketing environments
Questions
Note
References
Appendix 6 Teaching materials
A6.1 Case: Muslim Cola: Cola wars or cola crusades?
A6.2 Case: Odol
o 7 Cross-cultural market research
7.1 Equivalence in cross-cultural research
7.2 Translation equivalence
7.3 Measure equivalence
7.4 Comparability of samples
7.5 Data-collection equivalence
7.6 Researching internationally
7.7 Conclusion
Questions
Notes
References
Appendix 7 Teaching materials
A7.1 Case: Mobile phones in the European Union
A7.2 Exercise: Hair shampoo questionnaire
• Part 3 Marketing decisions for the intercultural environment
o
Introduction to Part 3
o 8 Intercultural marketing strategy
8.1 Cost arguments and global strategies
8.2 The globalization of competition
8.3 Globalization of international marketing strategies
8.4 Market segments
8.5 Conclusion
Questions
References
Appendix 8 Teaching materials
A8.1 Case: Bollywood
A8.2 Exercise: Dangerous Enchantment
o 9 Product policy 1: Physical, service and symbolic attributes
9.1 Adaptation or standardization of product attributes
9.2 Physical attributes
9.3 Service attributes
9.4 Symbolic attributes
Questions
Notes
References
Appendix 9 Teaching materials
A9.1 Case: Movies worldwide
A9.2 Case: Fastfood: Halal or Haram?
o 10 Product policy 2: Managing meaning
10.1 National images diffused by the product's origin and by its brand name
10.2 Consumer product evaluation according to country of origin
10.3 National, international and global brands
Questions
Notes
References
Appendix 10 Teaching materials
A10.1 Exercise: Interpreting symbolic attributes
A10.2 Case: Soshi Sumsin Ltd
A10.3 Case: Derivados de Leche SA
o 11 The critical role of price in relational exchange
11.1 Price as a signal conveying meaning
11.2 Bargaining
11.3 Price and consumer evaluations
11.4 International price tactics
11.5 Market sit
