(Kotler, Chap. 20-6) How Do Marketers Influence Country-Of-Origin Effects?

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(Kotler, Chap. 20-6) How Do Marketers Influence Country-Of-Origin Effects?

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(Kotler, Chap. 20-6) How Do Marketers Influence Country-Of-Origin Effects?

  1. 1. How Do Marketers Influence Country-Of- Origin Effects? Kotler, Chapter 20 Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D.
  2. 2. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 2 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  3. 3. Contents 3 3(a). Reputation for Products 3(b). Reputation for Country 3 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  4. 4. Contents 4 1.What is it??? 2.Building Country Images 3.Consumer perceptions Marketing Management | Kotler and Keller
  5. 5. What is it?  These are the mental associations and beliefs triggered by a country 5 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  6. 6. Building Country Images What do you think about a whenever you think of a country or city?? INDIA NEW ZEALAND 6
  7. 7. Consumer Perceptions “If it’s French, it must be stylish” 7
  8. 8. Reputation For Certain Products 8
  9. 9. Sometimes, Reputation for Entire Country What Chinese living in Hong-Kong think!!!! Prestigious Innovative Cheap Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com 9
  10. 10. References • Marketing management, a south Asian perspective- Kotler • http://www.absolutenewzealand.com/self-drive-tours/lord-of-the-rings-hobbit-tour-new-zealand/ • http://www.clipartbest.com/thinking-bubble • http://www.dreamstime.com/royalty-free-stock-images-cartoon-boy-thinking-white-bubble-vector-illustration-image31797939 10 • http://paultan.org/2013/06/07/toyota-corolla-2014-europe/2014-toyota-corolla-asean-0021/ • http://www.mediafocus.com/stock-photo-word-examples-on-keyboard-rs112054560.html • http://www.cigs4girls.net/articles/best-european-cigarette-brands-popular-in-usa • http://www.glogster.com/newpolitics333/the-ultimate-showdown-season-2-vote-plz-/g- 6llbmo443d2iuka5kbj5oa0 • http://snippits-and-slappits.blogspot.in/2010/07/cheap-chinese-hair-bands-made-from.html Marketing Management | Kotler and Keller
  11. 11. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 11 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  12. 12. Over 1 Million views from more than 100 countries Top 1% most viewed Prof. Sameer Mathur Over 250 presentations on Marketing www.BuddingMarkets.com

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