Global Marketing: Product Attributes, Branding, and Innovation
Global Marketing: Key Concepts and Considerations
Product Attributes
31) Generally speaking, which of the following are true product attributes? C) Both tangible and intangible
32) Many American car buyers perceived Korean cars as: B) Cheap.
33) An express warranty is a written guarantee that assures the buyer: C) That he or she is getting what they paid for.
Packaging and Labeling
34) Packaging is an important consideration for products that are shipped to markets worldwide. Which of the following statements
Read MoreE-Commerce Growth in the GCC and UAE: Trends and Insights
E-Commerce in GCC and UAE (Stats, Specificity, Leaders – Local and Worldwide)
First, what is e-commerce? In its simplest form, e-commerce is the buying and selling of products and services by businesses or consumers over the World Wide Web.
E-Commerce in the UAE
The UAE leads the GCC in e-commerce growth. In 2015, the number of B2C e-commerce transactions in the MENA region reached an estimated height of $15 billion, rising from $9 million in 2012, according to recent surveys from Frost and Sullivan
Read MoreMarketing Communications: Strategies, Products, and Content
Marketing Communications
Marketing Communications encompasses all messages and media used to communicate with the market, including advertising, sales promotion, public relations, direct marketing, social media marketing, branding, packaging, digital advertising, influencer marketing, word of mouth, and sponsorship.
Product Levels and Types
A product is anything offered to a market for attention, acquisition, use, or consumption that satisfies a need. Product levels include core, actual, and augmented
Read MoreCulture, Subculture, and Consumer Behavior: Key Factors
What is the Difference Between Culture and Subculture?
A subculture is a self-contained group of people who share common interests, lifestyles, beliefs, conventions, norms, style, or preferences. Culture encompasses language, social conventions, beliefs, art, literature, music, customs, pastimes, values, knowledge, recreation, mythology, ritual, and religion. Culture defines the accepted patterns of conduct in a specific society, according to the components of culture. It enhances people’s awareness
Read MoreDigital Transformation: Impact on Business and the Economy
Introduction and General Information
Key Concepts
- Digitization: The process of converting analog information into digital format (0s and 1s), which enables storage and transmission of business data.
- Digitalization: The use of digital technologies to modify existing processes within an organization. Key aspects include:
- Process optimization
- Creating additional customer value
- Involves socio-technical changes in organizational structure
- Digital Transformation: Significant changes driven by emerging technologies
Brand Strategy: Key Concepts and Techniques
Key Concepts in Branding
- Rebranding: Not only the evolution of the logo, but a strategic brand decision.
- Restyling: Modification of the Corporate Visual Identity (CVI) to refresh or update it.
- Genericide: The trademark becomes a common name (e.g., Tipp-Ex, Kleenex).
- Private Labels: Same product manufactured by different companies (e.g., Fuet Espetec, Tarradellas).
Brand Name Characteristics
- Memorable: Easily recognized (e.g., Apple).
- Meaningful: Descriptive name for the product (e.g., Whole Foods).
- Likable: