Colgate

(8). International Marketing Management

Dr. Wen‐Kuei Liang/Classroom: L603

Aims: This course is designed to stimulate student’s curiosity about international marketing practices of

companies, large and small, seeking market opportunities outside the home country and to raise their

consciousness about the importance of viewing international marketing management strategies from a global

perspective. The main topics in this course include the cultural environment of global markets, assessing global

market opportunities, and developing global marketing strategies.

Teaching plan:

1 2/20 Introduction to the Course of International Marketing Management

2 2/27 Case Selling an Acquired Taste

3 3/5 Chapter 1 Introduction to International Marketing

4 3/12 Case Doing Business in Mexico

5 3/19 Case Globalization Headaches at Whirlpool

6 3/26 Chapter 4 Cultural Dynamics

7 4/2 Case Kellogg in Europe

8 4/9 Chapter 9 Emerging Markets

9 4/16 Mid‐term Exam.

10 4/23 Case IKEA

11 4/30 Chapter 11 Global Marketing Management

12 5/7 Case Levi Strauss Japan K.K.: Selling Jeans in Japan

13 5/14 Chapter 12 Products and Services for Consumers

International Exchange Student Handbook, Spring Semester, 2008

16

14 5/21 Case Colgate‐Palmolive: Cleopatra in Quebec?

15 5/28 Chapter 14 International Marketing Channels

16 6/4 Case United Colors of Benetton

17 6/11 Chapter 15 International Pricing

18 6/18 Final Exam

After much research, Colgate-Palmolive decided to introduce the Cleopatra soap line in Canada and market it as the “premium quality, premium priced beauty soap.” The target group for Cleopatra soap was to be women between the ages of 18 and 49. The product in this case is Cleopatra Soap made by the Colgate-Palmolive Company. Cleopatra Soap is a premium quality skin care soap and its main competition would be the skin care segment leader, Dove. However the soap had been developed in France and the company decided not to make any changes to the product for the...