Marketing :: essays research papers

American companies take many things into considerationwhen marketing products in other countries. The articleyobo Cookies by Oliver Libaw, and the article Not sofast by Jean-Marc Lehu discuss marketing American Productsin other countries. Tough Cookies discussed Nabisco andtheir success of selling Oreos and Chips Ahoy in Mexico. Not so fast discussed the triumph of the store CrazyGeorge, which is like American Rent-A-Center, in the UnitedKingdom and their ruin in France. North American FreeTrade Agreement (NAFTA), which was established in 1994, madeit possible for Nabisco to sell their products in Mexico. NAFTA produced almost free heap between the United Statesand Mexico. The European Union (EU) did basically the samething as NAFTA in Europe. EU produced many marketingadvantages because it made it possible non to have to marketitems by one nation at a time. NAFTA and EU make marketingproducts in other countries easier.Nabisco took a big fortune by marketing their cookies inMex ico. Nabisco succeeded in establishing their productseven though Mexico was in a recession. The company realizedthat thither was an open opportunity for their products. InMexico there was not a cookie exactly like theirs. Oreo andChips Ahoy are the best selling cookies in the United Statesso they thought that the products efficacy do the same inMexico. They did not have an expansive advertisingcampaign. Instead they relied on in-store promotions. Onreason for their success is that they have a strong diffusion and name recognition. Many mess did notthink that the product would sell, even though they havegreat presence. There are two main events that might havehelped Nabisco. One event is that snack foods are cheaper,so instead of eating more expensive, healthy foods, peopleswitched to a substitute. Another event is that the peoplewho were buying the cookies are the wealthier individuals,which price would not effect them. There is research that proved to Nabisco that theywould be su ccessful in Mexico. There are generalizationsthat have been discover for many cultures, each culturerespond to products and marketing differently. Hispanicculture as a whole are very name brand oriented, they peculiarly American products. They are willing to pay alittle extra for quality that goes along with a name of aproduct. This would make sense for the success of Nabisco. Their cookies are slightly more expensive then other cookiesbut they were still successful in the Mexican market. Nabisco also did not spend more than on advertising, they reliedon word of mouth to get their name around. The buyingpattern of the Hispanic culture suggests that they listen