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The World's Most Valuable Brands Rank 1 2 3 4 5 6 7 8 9 10 Brand 2004 Brand value ($Billions) Coca-Cola 67.40 Microsoft 61.40 IBM 53.80 GE 44.10 Intel 33.50 Disney 27.10 McDonald's 25.00 Nokia 24.00 Toyota 22.70 Marlboro 22.10
Note: Only includes brands that obtain at least one-third of the earnings outside of their home country.
Belief structure
Cultural homogeneity
National identity
National heritage
Ethnocentrism
Opinion Leadership (or word-of-mouth communications) is the process by which one person (the opinion leader) informally incluences the actions or attitudes of others, who may be opinion seekers or opinion recipients. The key characteristic of the influence is that it is interpersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something.
Word-to-Mouth in Action
Financial Services Automotive Travel Consumer Electronics Computer Hardware/Software Restaurants 9% 18% 22% 24% 36% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Key Differences between Opinion Leaders and Surrogate Buyers Opinion Leader
1. Informal relationship with end users 2. Information exchange occurs in the context of a casual interaction 3. Homophilous (to a certain extent) to end users
Surrogate Buyer
1. Formal relationship; occupation-related status 2. Information exchange in the form formal instructions/ advice 3. Heterophilous to end users (that in fact is the source of power 4. Does not get paid for advice 4. Usually hired, therefore gets paid 5. Usually socially more active than end users 5. Not necessarily socially more active than end users 6. Accountability limited regarding the outcome of advice 6. High level of accountability 7. As accountability limited, rigor in search and 7. Search and screening of alternatives more rigorous screening of alternatives low 8. Likely to have (although not always) used the product 8. May not have used the product personally 9. More than one can be consulted before making a final 9. Second opinion taken on rare occasions decision 10. Same person can be on opinion leader for avariety of 10. Usually specializes for a specific product/service related product categories category
Step 1b
Information Receivers
The Innovation
Product-oriented definitions
Market-oriented definitions
Consumer-oriented definitions
Relative Advantage
Comptibility
Complexity
Trialability
Observability