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.

global marketing and religious rules

Magazines are edited by hand and alternative covers need to be developed for the more conservative audience. Nudity is a not allowed in any form. The Islamic culture is very conservative and showing any skin other than the face, hands or feet can be considered sexually arousing, therefore inappropriate for public display. Different countries vary, Riyadh in Saudi being the most conservative and Dubai in UAE the most liberal. In Saudi Arabia you can't show any skin (other than the mentioned body parts) outdoors, while in Dubai the same beauty product ads are running as in Europe.Movie ads need to be retouched to comply with the strict cultural expectations. Legs, clevage and even shoulders need to be covered. This not only applies to women, but to man as well. Even cartoon characters need to be dressed up.