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Grewal Levy Marketing News

Tag Archives: global marketing

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A Cultural and Ethical Battle over a Live Action Heroine: Controversy in the Credits for Mulan

08 Thursday Oct 2020

Posted by grewallevymarketingnews in Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics, Chapter 08: Global Marketing

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China, Conscious Marketing, corporate social responsibility, Disney, global marketing, Mulan

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Excitement about Disney’s live-action remakes of some of its most popular movies has been intense, and the anticipation surrounding Mulan …

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Should Social Media Pay News Sources for Linked Content? Australia Says Yes

05 Friday Jun 2020

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 08: Global Marketing

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Australia, global marketing, Social and Mobile Marketing

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Digital media is more often criticized for spreading false or inaccurate information, rather than dispensing well-researched, hard-hitting journalism. But when …

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Without Nostalgia, Can the Jedi Reign? Box Offices in China Suggest Not

24 Monday Feb 2020

Posted by grewallevymarketingnews in Chapter 08: Global Marketing

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China, global marketing, Star Wars

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The Star Wars franchise is a massive phenomenon. China is a major market for movies. It seems like a given …

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Should the Price of Prescriptions Depend on Your Nationality? Because It Currently Does

05 Wednesday Feb 2020

Posted by grewallevymarketingnews in Chapter 08: Global Marketing, Chapter 15: Strategic Pricing Concepts

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global marketing, Strategic Pricing

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Global reports track various indicators of economic health; one of them undertakes an assessment of the cost for people to …

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After Axing Straws, Starbucks Still Faces Criticism for Single-Use Plastic

02 Tuesday Oct 2018

Posted by grewallevymarketingnews in Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics, Chapter 08: Global Marketing

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global marketing, Marketing Ethics, Starbucks

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Facing substantial pressures—and following its own several years’ old sustainability commitments—Starbucks is seeking ways to make substantial changes to its …

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Ongoing Inspection Issues Keep Nissan from Selling in Its Home Market

12 Tuesday Dec 2017

Posted by grewallevymarketingnews in Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics, Chapter 08: Global Marketing

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global marketing, Marketing Ethics, Nissan

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When officials with Japan’s Transport Ministry learned that unqualified employees were conducting the safety checks on new Nissan vehicles, it …

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Retailers Have Bright Ideas for Marketing Campaigns During Lunar New Year

05 Monday Jun 2017

Posted by grewallevymarketingnews in Chapter 08: Global Marketing

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"golden weens", China, global marketing, Visa

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During one of the two annual “golden weeks” observed in China, most workers receive seven consecutive days off to celebrate …

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Taco Bell Breaks into the Chinese Market—for the Second Time

04 Tuesday Apr 2017

Posted by grewallevymarketingnews in Chapter 08: Global Marketing

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China, global marketing, Taco Bell

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The name of the chic, cantina-style Mexican restaurant that recently opened in Shanghai’s Pudong district might surprise you: Taco Bell. …

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High-Tech Banking in Rural Africa, Brought to You by MasterCard

17 Friday Mar 2017

Posted by grewallevymarketingnews in Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics, Chapter 08: Global Marketing

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Africa, global marketing, Marketing Ethics, Mobile Banking

lo-res_155375374-sThe use of mobile phones and banking applications has grown substantially in the past decade in East African countries, and particularly in Kenya, allowing consumers living in rural farming communities to participate in the new digital economy. In turn, MasterCard is seeking to expand on the services it offers to this population by introducing 2Kuze, a new platform that digitizes transactions between the small farmers and their buyers.

Backed in part by funding from the Bill & Melinda Gates Foundation, this service allows farmers to reach new markets for distribution, build their credit history, and apply for small loans that these households can use to escape extreme poverty. Launched in 2015 with an $11 million grant from the Gates Foundation, the technology was developed by developers and designers at MasterCard Labs for Financial Inclusion. The application is currently used by about 2,000 farmers in Kenya, and the company hopes to expand adoption of the application to at least 40 million small agricultural merchants in East Africa over the next five years.

Furthermore, 2Kuze also allows for certain organizations, such as the nonprofit Cafedirect Producers Foundation, to act as mediators and submit orders from wholesale suppliers directly to farmers. In turn, the small farmers can work together to fulfill larger orders, opening up a whole new market to individual growers who, in the past were severely limited in the size of orders that they could commit to filling. For example, most small farmers in the region own less than three acres of land, and growing space is limited.

Finally, 2Kuze offers another benefit for the small farmer: The digital platform pays farmers electronically as soon as goods are delivered to the buyer. Without this digital platform, many farmers were required to travel hours to small wholesale markets to sell their goods. Alternatively, a trader might visit the farm directly to collect the crop, but in that case, payment would not be delivered for several weeks, after the goods were sold. The automatic payment feature allows farmers to put the money from sold goods immediately to use. Reducing their need to travel also should open up additional work opportunities for busy farmers and women, who remain primarily responsible for housework in this society.

Buoyed by the success of the application, MasterCard and Cafedirect further hope to increase the number of farmers using the 2Kuze application and, eventually, to expand its use beyond Africa. Targeted markets include India and several underdeveloped economies in Latin America.

Discussion Question:

  1. What segmentation method is appropriate for designing an expansion plan for 2Kuze?

Source: Sara Castellanos, “Mastercard Mobile Effort Targets East Africa’s Small Farmers,” The Wall Street Journal, January 17, 2017

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Is a Dash of Local Flavor Enough to Beat Netflix in African Market?

02 Thursday Feb 2017

Posted by grewallevymarketingnews in Chapter 08: Global Marketing

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global marketing, netflix, South Africa

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Can anyone take on Netflix … and win? The South African media giant Naspers Ltd. is trying to do just …

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Archived Articles by Chapter

  • Chapter 01: Overview of Marketing (72)
  • Chapter 02: Developing Marketing Strategies (127)
  • Chapter 03: Social and Mobile Marketing (142)
  • Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics (133)
  • Chapter 05: Analyzing the Marketing Environment (204)
  • Chapter 06: Consumer Behavior (164)
  • Chapter 07: Business-to-Business Marketing (80)
  • Chapter 08: Global Marketing (107)
  • Chapter 09: Segmentation, Targeting and Positioning (135)
  • Chapter 10: Marketing Research (93)
  • Chapter 11: Product Branding and Packaging Decisions (194)
  • Chapter 12: Developing New Products (171)
  • Chapter 13: Services: The Intangible Product (138)
  • Chapter 14: Pricing Concepts for Establishing Value (89)
  • Chapter 15: Strategic Pricing Concepts (81)
  • Chapter 16: Supply Chain Management (97)
  • Chapter 17: Retailing and Multichannel Marketing (193)
  • Chapter 18: Integrated Marketing Communications (158)
  • Chapter 19: Advertising, Public Relations and Sales Promotions (177)
  • Chapter 20: Personal Selling and Sales Management (53)
  • Uncategorized (2)

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