Marketing 70750 - International Marketing

Marketing 70750 - International Marketing

Dr. Moncrief - Spring 20011

MARKETING 70750

TOPICS IN INTERNATIONAL MARKETING

Spring 2001

Professor:William Moncrief

Classroom:125 Tandy Hall

Office:305 Tandy Hall (Dean’s Suite)

Office Phone:257-6185

Office

Hours:Appointment (Call Diane – 257-7511)

Office Fax:(817) 257-6049

Home Phone:(817) 346-1039

Text:Marketing, 9th edition, Philip R. Cateora (optional for reference use)

Course Description:

This course serves as a topics course in the area of international and global marketing. The course is designed to give the student a basic perspective of how marketing has evolved beyond domestic marketing and into marketing at a global level. In addition, the course relies heavily on marketing principles and strategies that should be emerging over the next decade. The course will take the perspective that the current year is 2010.

This topics course will be taught using lecture but will rely heavily on class discussion, current events, in-class exercises and daily readings. You will be expected to read a daily newspaper and other business publications. You will also be expected to research writings on current and future trends in marketing. The reading assignments are essential for adequate performance and discussion in this course.

Attendance is mandatory. You will be allowed one absence. Points will be deducted for each additional absence. Tardiness can also mean a loss of points. If you are tardy, make sure that you inform the instructor that you were present or an absence will be recorded.

Academic Dishonesty. All University and School of Business policies on academic honesty will be strictly enforced. The usual consequences of academic dishonesty are (1) failing grade in the course, and (2) referral of the case to the Dean of the School of Business for disciplinary action.

Students with Disabilities. Students requiring accommodations for physical or other disabilities must first contact the Coordinator of Academic Services for Students with Disabilities, 257-7486, Rickel Bldg. 106. I will make reasonable accommodations only for those students who have official documentation from the that office.

Note: This syllabus represents my intentions before the semester starts. Be aware that dates and topics may change with little notice. Tests or assignments are subject to some change. Pay attention in class for verbal notification of changes. If in doubt or you have any questions, contact me by phone or e-mail.
Grading:

FINAL EXAM100 points

3 position Papers100 points total

Presentation 50 points

Participation/

Assignments 30 points

Attendance 15 points

TOTAL 295 points

Examinations. Exams will cover material on all readings, whether discussed or not, and on materials presented in lecture. The exams will consist of some short and long essays.

Missed Exams. Make-up exams will be given only in cases of emergency when the student has a valid university approved excuse and when I have been notified before the exam. A missed exam will result in a minimum of an automatic 10 percent deduction in total possible points and a maximum of a zero on the exam.

Papers. Students will divide into small groups (the number will depend on how many students are enrolled in the class). Each group must write 3 position papers. Every group must write a position paper on the 21st century – marketing due on February 5th. The group then will chose 2 of the 4 remaining topics for a total of 3 papers (Politics, culture, technology, or products).

Each paper should be approximately 5 single spaced pages and a maximum of 7 pages that critically analyze the state of marketing on the given topic in the year 2010. These papers will be derived though reading current business publications, popular writings, journal articles, internet sources, interviews, and personal opinions. The papers can be formatted in whatever format you prefer. The paper should include detailed references and any tables or attachments that you feel necessary. One small hint- I hate reading dry papers with no headings, creativity, or argumentative support. Find a way to make your paper stand out – in other words market that masterpiece.

Presentation. Each group will be required to lead discussion of one topic based on the work in their paper. The presentation should be about 20 minutes. The format is up to the individual group.

TENATIVE SCHEDULE

GROUP PROJECT

GROUPS:You will work in groups of four or five people.

ASSIGNMENT:The class will be given a product category for a hypothetical international product introduction.

Each group will be assigned a country/continent to evaluate on demographic, political, and economical issues (all groups will follow the same model for evaluation).

PRESENTATIONS:The groups will present a thorough overview of their assigned country to a "corporate decision-making board" (made up of the group leaders) on whether to expand into the given country.

Presentations are expected to be polished, professional and creative. They should be persuasive; remember that you are effectively "selling" your country to a potential corporate investor.

Each group will have a total of thirty minutes for the presentation followed by a question and answer period. All topics covered in this class (as well as other relevant marketing classes) should be included.

Everyone will present, although the division of the time is up to your discretion.

An outline of your presentation will be due the day of the first presentation. The outline should include copies of your transparencies and a summary of all visuals that will be presented.

GROUP LEADERS:Each team will have a group leader who will have ultimate responsibility for the project. He/she needs to keep the project on schedule and resolve any conflicts among group members.

GRADING:Grading will be based on the quality of the research applied to the country profile as well as the quality of the oral presentation. The panel of group leaders will evaluate each team as will the professor.

In addition, each team will evaluate each member of the group. The resulting evaluation can radically change the individual grade.

NEELEY CORP

Neeley Corp is a Ft. Worth based company that originally made its money in the early 1900s in oil and transportation. In the 1950s, Neeley Corp began to diversify into a variety of technological products. As Neeley Corp began to grow, it began acquiring other firms. One firm that it purchased in 1975 was Lone Star Entertainment, an engineering firm that specialized in roller coaster and other thrill rides for carnivals and for some of the larger parks such as Six Flags. As the popularity of the “Parks” began growing, Lone Star, backed by the Neeley Corp, began to acquire a couple of small parks and expand them.

CONCEPT I - Gunfighters

The first two Lone Star parks were developed and expanded in 1978 in Austin, Texas and Phoenix, Arizona. The theme of the parks was, “The Wild West” and all rides and shows took on a “Western” theme. Although not as large as the competing Six Flags and Disney parks, the technology of the rides was state of the art. The two parks were going after thrill seekers with the fast rides, and the family with the Western shows and more traditional rides. The success of the two parks caused Lone Star to expand and experiment with different themes.

CONCEPT II - Surf City

In 1985, a second set of theme parks was opened in Ft. Lauderdale, Florida, San Diego, California, and Myrtle Beach, South Carolina. The theme was water and the beach. Half of each park was designed as a water park with water rides and swimming. The other half of the park consisted of a more traditional approach with a roller coaster (The Banzai), a log ride, wild river ride, and other, smaller ridesall designed to bring out the beach concept. In addition, there were several shows featuring “Beach Boy” types of music and other forms of beach entertainment, including night clubs (similar to Pleasure Island in the Disney park).

CONCEPT III - Indyville

In 1987, a third concept was introduced in Indianapolis designed to support the Indianapolis 500 race. This park is currently smaller than the other parks and is known as “Indyville.” All rides are fast and thrilling. These types of rides are what made Lone Star successful as an engineering firm in their early years. As a result, the Indianapolis park features the latest technology in thrill rides. Lone Star claims that the Indianapolis park has the longest and fastest “roller coaster” in the world. In addition, five extensive go-cart tracks are available featuring technology that allows each rider to be timed on the track and given a scoring summary at the end of the ride. Each track is named after a famous race track. The rides were updated in the 90s and new ride modifications have been added. The Indyville concept is being considered in a number of U.S. cities and is currently about 35 percent smaller than the other two entertainment concepts.

In the 1990s, Lone Star and Neeley Corp begain exploring the possibility of putting in global parks. Although somewhat discouraged by EuroDisney’s experience, management still felt that a market was viable and growing, particularly among the under-35 crowd. It became important to find locations for the parks, acquire land, negotiate the deals and have parks operational by 2005. Your team’s assignment is to pick three primary locations in Europe/Asia (depends on the continent you are assigned). Your assignment is to prepare a recommendation for sites, a marketing plan for beginning the project, and an examination of which of the three existing concepts might work best, along with any new modifications of the products. Culture is certainly going to be an important attribute at to where to locate the parks. Land is going to be a premium in some potential locations and the cost would be prohibitive. Legal complications, access to large populations, access to tourism, coverage of the continent, profitability, entertainment competition, financial considerationsall will be part of your decision. You will be competing against other proposals. Your presentation should consider the following (not necessarily in order).

The following are profiles of the five job types.

Rank the top three jobs that you would most prefer.

1.Project manager (PM) - The project manager is in charge of the proposal. This individual is the team captain and has to make sure that the team is progressing toward closure and that each member of the team is performing his or her duties. The PM is in charge of the presentation and is the contact to management (Moncrief). The PM must also do considerable research on the country and be completely familiar with the country’s historical background.

2.Product Manager (Prod) - The product manager is responsible for all aspects of the new product proposals. The Prod must determine which of the hotel products is best suited for the assigned country, including specific location, attributes, amenities, and any other relevant aspects. The Prod also is in charge of determining which restaurant concepts will be included in the proposal, any modifications necessary, the location of the concept, and any other relevant aspects.

3.Cultural Officer (CO) - The cultural officer is responsible for any and all cultural insights that have a direct bearing on the project. The CO should be aware of local business cultures, consumer trends, etiquette, customs and any other relevant cultural information about the country. Management has made it known that they do not want another disaster like the Singapore stores which failed because of a lack of knowledge about the local culture.

4.Marketing Director (MD) - The MD is responsible for all basic marketing strategies. The MD should research the industry, define the market segment, position the product, conduct a SWOT analysis, a competitive analysis and possibly determine the pricing strategy. The MD does not directly work with product or promotion decisions.

5.Advertising and Promotion Director (APD) - The APD is responsible for all promotional aspects and strategies of the project. Specifically, he or she should describe what advertising media and strategies would be most appropriate for the new concepts. In addition, the APD should determine what sales promotion strategies might be relevant and effective. The APD is also responsible for any PR that the group wishes directed toward the future market, Neeley Corp. management, or any other relevant publics. Last, the APD is responsible for creative aspects of the presentation.

Your job is to prepare a 20-30 minute presentation that will present the benefits of locating in your country. Your presentation should include the following (not necessarily in order.)

I.Country's Historical Background

A. Business history

B. Economic forecast

C. Government and politics

D. Tariffs or legal problems

E. Other relevant background information

II.Cultural Information About the Country

A. Business culture

B. Consumer trends

C. Etiquette

D. Other relevant cultural information

III.Geographic and Demographic Information

A. Population

B. Key cities

C. Resources

D. Consumer demographics

E. Financial status of region

F. Labor

IV.SWOT Analysis of the Country

V. The Marketing Options

A. Product possibilities

B. Competition

C. Price (compared to U.S. prices)

D. Promotion possibilities

1. Advertising possibilities

2. Sales promotion

3. Other promotion options

E. Distribution of supplies

VI.Miscellaneous

This is an outline of ideas. You do not have to follow this outline. Creativity is very, very important. Visuals are critical. The more the better. You must be informative, creative, and strategically correct. Remember, Sell, Sell, Sell!

All overheads and copies of slides are due the day of the first presentation. Good Luck.

ATTACHMENT I

Country Cultural Awareness Analysis Presentation

Summer-In-Germany

The following is a suggested format for you to follow as you put your country cultural awareness analysis presentation together. You do not have to find every item and you are certainly encouraged to add other sections that you think appropriate to the report. FOCUS on the culture and business environment.

I.Brief discussion of the country’s relevant history.

II.Geographical setting.

A.Location/Key Cities.

B. Climate.

C. Topography.

III.Social Institutions.

A. Family.

1. The nuclear family.

2. The extended family.

3. Dynamics of the family.

a. Parental roles.

b. Marriage and courtship.

4. Female/male roles (are they changing or static.)

B. Education

1. The role of education in society.

a. Primary education (quality, levels of development, etc.)

b. Secondary education (quality, levels of development, etc.)

c. Higher education (quality, levels of development, etc.).

2. Literacy rates.

C. Political system.

1. Political structure.

2. Political parties.

3. Stability of government.

4. Special taxes.

5. Role of local government.

D. Legal system.

1. Organization of the judiciary system.

2. Code, common, socialist, or Islamic-law country?

3. Participation in patents, trademarks, and other conventions.

E. Social organizations.

1. Group behavior.

2. Social classes.

3. Clubs, other organizations.

4. Race, ethnicity, and subcultures.

IV.Business customs and practices.

A. Appearance.

B. Greetings.

C. Entertainment.

D. Punctuality.

E. Business practice.

V.Religion.

A. Religion and other belief systems.

1. Orthodox doctrines and structures.

2. Relationship with people.

3. Which religions are prominent?

4. Membership of each religion.

5. Are there any powerful or influential cults?

VI.Culture and aesthetics.

A. Typical food.

1. Beverages.

2. Typical meal.

3. Unusual foods.

4. Typical times to eat.

B. Aesthetics.

1. Visual arts (fine arts, plastics, graphics, public art, colors, etc.).

2. Music.

3. Drama, ballet, and other performing arts.

4. Folklore and relevant symbols.

C. Clothing.

1. National dress.

2. Types of clothing worn at work.

D. Recreation, sports, and other leisure activities.

1. Types available and in demand.

2. Percentage of income spent on such activities.

E. Manners and customs.

VII.Language.

A. Official language(s).

B. Spoken versus written language(s).

C. Dialects.

TEAM EVALUATION

Name:

Leader:

Comment below on each teammate (including yourself). What did they contribute to the project? Write pros and cons about the individual, if applicable.

Marketing 70750 - International Marketing

Dr. Moncrief - Spring 20011

JUDGE'S SHEET

Country

Overall grade

Ranking

Name:

Background:

Undergraduate

Major: Nationality:

University:

Year Graduated: E-Mail Address:

Full-Time

Work Experience:

Organization: Job:

Major

Activities:Current:Past:

International

Travel:

Length

Country: of Visit: Purpose:

(1)

2.

3.

4.

Over please 

Job Preference for Project:

1.

2.

3.

Relevant experience for job preferences above:

Your three (3) greatest strengths:

1.

2.

3.

NOTE: ATTACH MAPS AND COUNTRY INFORMATION TABLES