Essay on Several Different Papers part 2
Essay on Several Different Papers part 1
Week 5 Multicultural Marketing Campaign
The marketing campaign created for the US can hardly be applied successfully to Chinese market since Chinese culture is totally different from American one. This is why the company entering Chinese market should change consistently its marketing campaign and elaborate hard on the new campaign to make it attractive to local customers. At this point, cultural differences of American and Chinese customers play an important part since Chinese customers are quite different from Americans in their preferences and cultural norms and traditions. In this regard, one of the most distinct features of the American culture is individualism, whereas Chinese culture is rather oriented on the common success than on the individual one (Breneman & Taylor, 2006). As a result, the marketing campaign created for American customers will not be successful in China, if it emphasizes individualism. As a rule, marketing campaigns created for the US market are oriented on the promotion of the individual success and some personal benefits of customers. Hence, the main point of the marketing campaign is to persuade customers in the US that they will benefit personally, if they choose the product or service of the company, which promotes the product or service. On the contrary, Chinese audience is quite different and Chinese will rather expect that the marketing campaign will reveal some benefits for local communities or the public at large rather than personal benefits of potential customers.
Furthermore, it is important to place emphasis on the fact that the marketing campaign should take into consideration cultural implications that are the characteristics of the target market. what is meant here is the fact that the marketing campaign should refer to values which are really important for the target customer group. For instance, traditionally one of the strongest strategies applied to marketing campaigns was the strategy oriented on family values which were traditionally strong in the US as well as in China. However, such campaign may not always work successfully in the US, because the contemporary American culture shifts from traditional family values, whereas the concept of family becomes quite conventional and secondary since for many Americans the concept of family is discredited and the share of divorce rates in the US keeps growing that means that even today family values in the US are not as strong as they used to be in the past, while in the future they will become even less significant. At the same time, Chinese culture traditionally promoted family values and marketing campaign oriented on family values may be still quite successful in China.
In such a way, companies should take into consideration the cultural background of their target customer group before implementing their marketing strategies. The different cultural background of the US and China determines different approaches to marketing campaign that companies should use to reach success in the promotion and marketing of their products. At the same time, they should also have to remember that the market develops dynamically and so do customers that means that their views and cultural norms may change as was the case of the family values in the US which were determinant in the past but currently they are shifting toward decline in the US society and culture.
Week 6 Market segmentation, target and position for Apple’s iPad2
Apple’s iPad2 was one of the main products of Apple that allowed the company to enhance its marketing position and take a strategic advantage over its rivals (Masterson & Picton, 2004). In this regard, it is worth mentioning the fact that the successful marketing of iPad 2 involved the accurate segmentation, targeting and positioning of the product to reach the target customer group and sell the new product successfully.
Segmentation is important in terms of the identification of the specific customer group and niche in the market, which the new product has to take. In case of iPad2, the product focused on the mass segment of the market because the new product aimed at the large customer group (Breneman & Taylor, 2006). The company was planning to sell iPad2 to diverse customers but key features of the product determined its segment as the mass segment of mobile devices which have to meet customers’ needs and expectations in regard to a tablet that had advanced functions as iPad2.
At the same time, the targeting of the new product was also extremely important because targeting involved the identification of the target customer group which iPad2 focused above all. In this regard, the product aimed at younger customers mainly, who could afford buying iPad2. The company created its product for well-developed countries mainly, while the youth was the most active and mobile part of customer. Therefore, the company naturally targeted its product at the young customer group because these customers were the most likely to buy new iPad2 and young customers in developed countries could afford buying this product (Breneman & Taylor, 2006). However, the company has never limited its target customer group to young customers only. Instead, the broad customer group involves other customers, who needed mobile and multifunctional device like iPad2. The focus on the youth was determined by the consideration that the youth could trigger other customers to encourage them to start buying iPad 2. As the youth would rush to buy iPad 2, other customers, who were active and mobile, could also follow the lead of the youth and start buying the new device.
In such a situation, the accurate and adequate positioning of the product was also very important and the company had to determine accurately how to position iPad2 to make the product attractive for the target customer group. For instance, Apple could position iPad 2 as the elite tablet but such positioning would deprive the company of the large audience limiting the market segment of the product to the premium segment only. Instead, the shift to the low cost positioning of the product would raise the problem of covering the costs of production because low price of the product could not cover its costs. In such a situation, the positioning of iPad 2 as the tablet for the mobile and active representatives of the upper class, especially the youth, in well-developed countries was the most accurate positioning of the new product and iPad could and did gain success due to such positioning.
Therefore, Apple’s iPad 2 success was determined, to a significant extent, by its accurate positioning, targeting and segmentation. The company applied the balanced approach and avoided shifting to extremes in segmentation, targeting and positioning of the product. As a result, Apple’s choice was absolutely right since iPad 2 has reached its target customer group successfully becoming one of the leaders in its segment of the market.
Essay on Several Different Papers part 3
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