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Hier finden sich zusammengetragene Merkwürdigkeiten z.B. aus dem Bereich des internationalen Marketing und aus der Rubrik Anektdoten zur Absatzpolitik.
 
 

What gender would you assign to your computer?

A marketing director for a prominent computer manufacturer was devising a new advertising campaign for his company. While searching consumer response to his product, he asked "Naval ships are commonly referred to as "she" or "her". What gender would you assign to your computer? Give four reasons to support your answer...".
 
 

  • A large groups of women reported that the computers should be referred to in the masculine gender because: 

  1. In order to get their attention, you have to turn them on

  2. They have a lot of data, but are still clueless

  3. They are supposed to help you solve problems, but half the time they are the problem.

  4. As soon as you commit to one, you realise that, if you had waited a little longer you could have had a better model.

  • The men, on the other hand, concluded that computers should be referred to in the feminine gender because:

  1. No one but the Creator understands their internal logic

  2. The native language they use to communicate with other computers is incomprehensible to everyone else

  3. Even you smallest mistakes are stored in long-term memory for later retrieval

  4. As soon as you make a commitment to one, you find yourself spending half your paycheque on accessories for it.

(Mit bestem Dank an den Marketing-Lehrstuhl der UniKonstanz Externer Link: Marketing-Lehrstuhl der UniKonstanz (http://marketing.wiwi.uni-konstanz.de/) Link wird in einem neuen Fenster geöffnet)

Great Marketing Screw UPs

  •  Coors put its slogan "Turn it loose" into spanish, WHERE it was read as "Suffer from diarrhea".

  •  Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: Nothing sucks like an Electrolux.

  •  Clairol introduced the "Mist Stick", a curling iron, into German only to find out that "mist" ist slang für manure. Not too many people had use for the "manure  stick"

  • When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the beautiful Caucasian baby on the label. Later they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read.

  • Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.

  • An American T-Shirt maker in Miami printed shirts for the Spanish market wich promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I saw the potato" (la papa).

  • Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi brings your ancestors back from the grave" in Chinese.

  • Frank Perdue's chicken slogan, "it takes a strong man to make a tender chicken" was translated into Spanish as "it takes an aroused man to make a chicken affectionate".

  • The Coca-Cola name in China was first read as "Ke-kou-ke-la", meaning "Bitch wax tadpole" or "female horse stuffed with wax", dependig on the dialect. Coke then researched 40.000 characters to find a phonetic equivalent "ko-kor-ko-le", translating into "happiness in the mouth".
    When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, "it won't leak in your pocket and embarrass you". Instead, the company thought that the word "embarazer" (to impregnate) meant to embarrass, so the ad read: "It won't leak in your pocket and make you pregnant".

Studentische Anekdoten zur Absatzpolitik

Erfahrungskurve

  • "Die Erfahrungskurve hat einige Schwächen im Detail, ihr wird aber dennoch eine große Bedeutung zugesprochen. Es geht um die Reduzierung der Kosten"

  • "Mit Zunahme der Produktion bei einem bestimmten Produkt sinken die Kosten, wenn man das kumuliert bekommt man die Erfahrungskurve"

  • "Lerneffekt. Zum Beispiel: Arbeiter können bei großen Stückzahlen schneller und besser arbeiten."

  • "Eine Möglichkeit ist die dumping price Strategie. Das bedeutet das Unternehmen wird die neuen Produkte zu sehr niedrigen Preisen auf den Markt und hofft auf die Erfahrungskurve und die Käufer."

Marken

  • "Wenn Kunden mit einer Marke zufrieden sind, bleiben sie meist dabei."

  • "Das fördert eine verstärkte Kundenbindung zum Produkt, was eigentlich auch im Sinne des Unternehmens ist."

Wettbewerb

  • "Heterogener Wettbewerb bedeutet, daß es sich um unterschiedlichen Wettbewerb handelt."
  • "Beim heterogenen Wettbewerb wird nur um die "Mark des Käufers" allgemein gekämpft..."

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Letzte Aktualisierung (Professur für Betriebswirtschaftslehre, insbesondere Marketing): 12.09.2017 - 13:57:32 | WebBox 1.5.2.20160202 | rzcluster2-8 |