Marketing through Cultures

Discussion: What are the steps to be taken to expand into global markets?

I. Do Market research: reasons:

1. Understanding how the market works: a. current customers b. current competitors c. potential
customers d. potential competitors
2. Forecasting/ predicting the future of one’s company
3. Reducing the level of risk:
4. Exploiting new market opportunities
5. Improving return on investment

II. Segmenting Market consumers: to identify specific groups of potential customers in terms of:
a. behaviour b. demographics c. geographic d. lifestyle e. socio-economic.

III.Case study: Watch the video on Marrakech

 Design profile the potential Buyer Persona
 Map out strategies to connect with the potential consumers

Fill the blanks (1) : word of mouth, potential, return, bankruptcy, anticipate, warehouse, incur, stockpiled
1. A ___________customer is someone who doesn’t yet buy from you but might do in the future.
2. To ___________a situation is when you know that something is going to happen and act before it
does.
3. __________________ is when people talk about a new product among themselves, so that it becomes
known.
4. When a large quantity of products is stored ready for use, it is .
5. A_____________ is a place where goods are stored.
6. You _____________bank charges if you overdraw your account.

Fill the gabs (2): disposable income, efficiently, potential, return, bankruptcy, trends, effectively, sales

1. When you do something _________________ , you do it in a way that does not waste time, effort or
money.
2. When you do something ________________ you do it in a way that produces the result intended.
3. A________________on investment is the profit you make when you invest in something.
4. ______________is when a company or person can’t pay what they owe.
5. Your ____________________ is the money you have available to spend on things once you have paid
your essential bills.
6. ___________________ are ways in which something changes over time.

Create a phrase and match it its meaning

Example: market penetration the extent to which a product has entered the market (1–c–F)

1. market a. spend A. current challenges and difficulties

2. bottom-line b. capital B. a company’s profitability
3. human c. penetration C. a company’s staff/personnel
4. high-risk d. performance D. the amount of money spent on marketing
5. here and now e. gaps E. a possible dangerous situation in the future
6. product and service f. problems F. the extent to which a product has entered the market
7. marketing g. scenario G. parts of the market where a demand is not being met
IV. Strategies of persuasion/ appeals: watch and fill in the blanks with words from the video

Video on Appeals: watch and fill in the blanks with words from the video

The three persuasive appeals are logos, ethos and pathos. These three persuasion appeals are the
same modes of persuasion used today by politicians, advertisements and public speakers alike. The first
persuasive appeal is logos or ______________; logos is persuading by appealing to one's logical side
through reason, often through facts, statistics, charts and graphs. the second persuasive appeal is ethos or
credibility appeal; ethos is persuading by establishing the persuader as____________, often through
showing where one's information came from or by using an expert or testimonial. The last persuasive
appeal and often the most effective is pathos or _____________; pathos is persuading by appealing to
one's emotions and by creating an emotional response such as sadness or happiness. It is also important to
note that good persuaders keep in mind the target audience when using logos, ethos and pathos. This is
called audience_______________; after all it wouldn't make sense to show a toy commercial during a
late-night talk show.

Practice on Persuasive Strategies: Apply these strategies to examples of ads.

https://www.ixl.com/ela/grade-8/identify-appeals-to-ethos-pathos-and-logos-in-advertisements
https://www.proprofs.com/quiz-school/story.php?title=ntuymde3

The primary focus of the add is on the baby and the accompanying text: Michelen, because so much is
riding on your tires. The implicit message is buy our tires, so your child doesn’t get killed. This is a
highly emotional appeal, so its best categorized as pathos or a pathetic appeal.

Logos and Ethos

The image on the left builds credibility for mac because the representative of mac is better dressed, more
confident, and in better shape, which are all things that tend to make us trust someone more