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5 16-5 Public relations (PR) is creating good relationships with the popular
press and other media To help companies communicate messages to
customers, the general public, and governmental regulators
Bridgestone/Firestone Tires (death of over 100 people) Honda safety recall
(Honda Accord) (1.5 million in the US and 760,000 in China) transmission shaft
- may be broken during certain driving styles causing engine problem. Global
workplace standards and product safety recall Building an international profile
companies need PR consultation to build an international profile Corporate
sponsorships as an aspect of PR, sports events and charity events (Pizza Hut
and KFC)
11 16-11 Different cultures usually agree on the benefit of the primary function
of a product or service Other features and psychological attributes of the item
can have significant differences Cars Breakfast cereal Blue Diamond
(Assumes that no two markets will react the same) Each has its own set of
differences Each will require a different marketing approach and strategy
19 16-19 Availability (too few vs. too many) Cost (cost per contact varies
widely) Coverage (difficulty of reaching certain sector) Lack of market data
21 16-21 Direct mail The Internet The New Social Media (WOM, Blogs,
Video sharing) Other media