ASS 3

Personally i think that the image that the American want to show of heir country is totally unclean.  They are use card staking strategy to show facts that are based on lies and manipulatives strategies. As we studied earlier the  American society is an individualistic society , which means that the society values the individual and the self rather than the group and that  everyone is looking  for its own intereste and doiing things toward their own end. In fact , i don't think that what American are  in Iraq for example to give to iraqian people freedom, but i think that they are there more for their own interest (Oil). they are both ego and ethnocentric; egocentric because for example bush is revenging his father while doing the war in Iraq and ethnocentric because America as a person want to conquer Iraq and to acquire its goods and services. In the political philosphy, the indivisualist theory of government holds that the state should protect the liberty of individual to act as they wish as long as they do no infrige on the liberties of the others , this is what Amercian are always claiming as being a fact. In fact , this rule has to be aplied but why if the maker of the rule doesn't aplly it ? This is i think why karen hughes after several tries , decided to quitt because she was defending that she knew at the level was not respected and was manipulated.

Nomadic cities

Nomad is a member of a group of people who have no fixed home and move according to the seasons from place to place in search of food, water, and grazing land. The term of nomad applied to city means the same things , but it is about the stucture and the modernity of the architecture of the building. The concept of the Nomadic City is an attempt to express in an urban form the phenomenon of growing mobility which is overwhelming contemporary society. The lifestyle of a more and more significant number of citizens is based on their continuous movement from one place to another without residing in a stable manner in any of them. They are the "urban nomads", beings equipped with the technological paraphernalia (mobile phones, laptops, electronic agendas...) that allow them to be permanently on the move. Uprooting, mobility, instability - these are the nouns that govern their lives and the urban shapes of the Nomadic City where they live. The Nomadic City corresponds to a specific type of architecture, the key to which is flexibility. Its forms tend towards being incomplete, open, and non hierarchical, towards merging with the exterior, the dismantling of internal-external limits, the amalgamation of simple elements. The materials that accompany the architectural discourse of the Nomadic City are often interchangeable or even disposable. In such circumstances the inhabitants cannot link their collective memory with architectural events; they are incapable of generating urban milestones and can only create points of reference where, as occurs in the case of the Atla Building in Shinjuku, Tokyo, a huge video screen attracts citizens seeking information. This is the logic of the Nomadic City, where there is no place for anything tactile or tectonic that recalls the originality, locality, or essential nature of raw materials.
Example : Dubai

ASS 2

Nicholas Negroponte the "indefatiguable leader" has created an affordable laptop for poor children all over the world . The purpose of his project is more educational than economical in comparison with the case of Bill Gates with Chinese. Yet , he is doing a very good job by making the PCs accessible by all children over the world at 100$ to help them to learn better and to have a better access to technology and information. The dark point in this white and positive image of this project , is that for example if Nicholas Negroponte target the poor children in Morocco . the first problem that he will face very low percentage of poor children that are going to the school , the second problem is the price of the laptop. Even if the laptop is at a symbolic price , he is not affordable by poor children and families in Morocco since they have other more important expenses for their survival and daily life. The third problem is that even if the laptop was for free there will be very difficult for them to use it for their own purpose . Instead they will learn to use inside the school , but then there will be no place for it in their life since it will seem as unnecessary tool for their parents. However, if Ihave an advice to give to Nicholas it will be to begin to first target the average class of Moroccan then after doing a local study of the country he can find a suitable solution to help poor people in the educational domain.

Ass1

Bill gates, Microsoft's president and among the rich people in the world has targeted for the first time Chinese people and China's economy. In my opinion , the success of Bill Gates in China has been already predicted . The strategy that Bill Gates used to conquer China was very intelligent. It is sure that before doing any acts he has done researches about the chinese market and the Chinese people and their way of life. Bill Gates knew that he is a powerful and rich man , and that if he proposes something to the Chinese they will follow him because they admire him. In fact , he is a very intelligent person that made many changes in the computers' science domain, so he is representing an idol for the Chinese population. Bill gates plays a lot on two things the first one , is to offer the Chinese the opposite of what Mao has imposed to them , so it is a kind of liberation for the Chinese. Then he targeted especially poor people in China , and promise to them a new future with new technologies offered by Microsoft. Gates makes the Chinese feel important and free, since he knew that they were at the head of the world in terms of technology, and he wanted to have them in his side. Giving such importance to Chinese , is an important step in his life since it will expand Gate's global influence and also position Microsoft to multiply, by a factor of 10, its current base of 600 million Windows users worldwide. In fact , this is a mutual gain for both sides since bill gates is taking profit from his popularity with Chinese to expand his global influence and for Chinese the gain in this deal is to become globally popular and have new technologies everywhere and especially in rural area.
However , Bill Gates has been tolerant toward piracy and counterfeiting in China. In fact , this has created a paradoxical image of an internet-age Robin Hood and gained him universal admiration. He goes against American's rules and complaint against China's piracy , and this to acquire Chinese's confidence and esteem.It is clear that what he is doing is good for chinese's development , but he is doing that to acquire a speciffic status in the Chinese society , by using global marketing strategies to gain chineses' mind and confidence .

John Yunker

John Yunker is founder of Byte Level Research and author of the widely acclaimed book, Beyond Borders: Web Globalization Strategies and editor of Global By Design. He has covered the emerging field of Web globalization for half a decade and has published a wide range of reports dedicated to best practices in Web localization and internationalization. In his book John talked about the localization and globalization of a specific brand from its originary country to a new unknown one. John talked about differents brands that spread their product in new countries such as Mc Donalds. He argued that " McDonald's got started in China in 1990 and plans to have 1,000 locations open by the Beijing Olympics in 2008. Roughly half of all future locations will have drive-thrus. But because this is still a new concept in China, McDonald's is treading carefully. For its first drive-thru, it had a human taking orders rather than that garbled box we Americans have barked into for years. The larger issue is that the Chinese look at restaurants as gathering places and not pass-thru places, at least not yet. Says the article...
McDonald's has spent much of its time in China learning to slow down from its fast-paced U.S. roots. The company's new restaurants have Internet connections, play areas for children and special seating for their mothers, all of which are designed to reinforce their role as gathering places. "We eat McDonald's when the kids want to," says Luo Wenwei, a housewife from the prosperous southern town of Dongguan, who drives a Volkswagen."

Ranking best global brand 2007

Coca-Cola and Microsoft are the two top global brands, according to an annual ranking by BusinessWeek and branding company Interbrand. Coca-Cola has kept the No. 1 spot and Microsoft has stayed No. 2 for the last seven years. The ranking, called Best Global Brands 2007, compiles a list of 100 companies worldwide, a fair amount of them from the U.S.
But how's the value of the brand calculated? The ranking is based on the assumption of how much money the brand will generate in the future. Key issues are branding and marketing strategies as well as financial forecasting.

These are the top 10 companies from the list and their brand value in 2007:
1. Coca-Cola, $65 million

2. Microsoft, $59 million

3. IBM, $57 million

4. General Electric, $52 million

5. Nokia, $34 million

6. Toyota, $32 million

7. Intel, $31 million

8. McDonald's, $29 million

9. Disney, $29 million1

10. Mercedes-Benz, $24 million

Global marketing is all about negociations ans strategies

Other marketing activities also need to be examined carefully for their globalization potential. Dell Computer is a good example of a company which has replicated its direct selling practices across the world. In 1998, Dell generated approximately 31% of its sales in overseas markets. Dell’s sales persons directly target large international accounts. Retail customers can dial toll free one of its call centres in Europe and Asia. A truly global marketing strategy would aim to standardize some elements of the marketing mix across the world, while customizing others. The correct approach would be to identify the various value chain activities within the marketing function and decide which of these can be performed on a global basis and which can be localized.
Typically, marketing includes the following activities: -
· Market research.
· Concept & idea generation.
· Product design.
· Prototype development & test marketing
· Positioning
· Choice of brand name
· Selection of packaging material, size and labeling
· Choice of advertising agency
· Development of the advertising script
· Execution of advertisements
· Recruitment and posting of sales force
· Pricing
· Promotion
· Selection and management of distribution channels.