You might find this article provides good examples when you teach market research and new-product development — with at least one international example.

These examples will play well when you cover international consumer behavior, product adaptation, and retailing.

The examples here might work well when you cover Place, retail, Price, or Promotion and want to provide an example of how a concept is adapted in international markets.

This article, “China Treads on New Turf” (Wall Street Journal, August 16, 2011, non-subscribers may need to click here) could be used in a number of different places in the introductory marketing course. There is a four minute video with the article, but it is kind of dry. This case raises issues about organizational buying when you think about whether customers will buy from an unknown upstart — though the 15-20% lower price might attract some buyers. It might be interesting to discuss what types of customers would be the best target market for Liugong. It also provides a great example about the importance of channels of distribution — particularly as a firm moves into a foreign market.  You could even outline Luogong’s marketing strategy – target, price, product, place, and promotion decisions – based on the article.  Also posted at Learn the 4 Ps.

Problem:  A printer in a big city has tons of competition — how can they get their customers’ attention & interest?

Solution:  Check out what Brazil’s ArtCenter did to get the attention of a advertising agencies in Sao Paulo.  The creativity showed that they understood their customer as well.  Another fun example to show on the first day of class perhaps — or when you are talking about promotion and want to show an unusual B2B example of direct marketing in an international context.

So last year P&G launched its “Women Against Lazy Stubble” campaign — see TV commercial below for one of the early ads. The campaign reflects subtle changes in P&G’s marketing strategy under new CEO Bob McDonald which is described in “Why Procter & Gamble Needs To Shave More Indians” (Bloomberg Businessweek, June 9, 2011).

The article and television ad (you can find more ads in the campaign by searching YouTube) could make a great example to use in a number of different class sessions.  For example, you could start a class session on consumer behavior by giving your students shaving data from the article and then ask how P&G could encourage more Indian men to shave at home.  The case might also work to show how consumer behavior differs around the world — or in international marketing or advertising and promotion.

Brazil might want to learn from the experiences the United States has had with easy credit.  Apparently the Brazilian government is concerned — but many firms know that easy credit brings in customers. A recent Businessweek article, “Brazil’s New Middle Class Goes on a Spree” (May 12, 2011), describes how easy access to credit appeals to many Brazilians.  Unfortunately many of these consumers don’t understand what they are getting into with the sky high interest rates they are paying. Brazil’s government is putting in some controls, as it fears credit problems might drag down the economy.

You might start a discussion with the clever and seemingly innocuous video below. The short (0:54) video describes a campaign by Brazilian retailer Magazineluiza which targets elderly Brazilian consumers and informs them about credit through a crossword puzzle. After showing this in class, you could discuss the pros and cons of credit in an economy like Brazil’s. The article provides a nice background for your discussion.

This combination could work well in discussing international, ethics, public policy, promotion, and pricing.