BUS 101 Lecture Notes - Lecture 6: American Airlines, Retail Banking, Organizational Culture

• School: University of Miami
• Department: Business
• Course: BUS 101
• Professor: Ellen Marie Mc Phillip

Document Summary

If it t(cid:396)ies to (cid:373)o(cid:448)e its house of ope(cid:396)atio(cid:374)s to f(cid:396)a(cid:374)(cid:272)e, it (cid:449)o(cid:374)"t (cid:271)e su(cid:272)(cid:272)essful; it"s called american. Ho(cid:449)e(cid:448)e(cid:396), trust is not an instantaneous permission, it is built over time as we experience regular delivery of our expected value: this means that the brand experience consistency is critically important and whether the customer is in. The hamburgers and fries are just part of the menu specific to a particular country such as us. Adaptation: global standardization, standardization of products across markets and standardization of the marketing mix worldwide. Addresses needs of global consumers (homogeneous consumer groups sharing similar interests and product/ brand preferences) International travel (brand awareness built through exposure to identical communication worldwide) Consumer preference for higher quality and lower price. If there is a high degree of cultural grounding, there is a high need for adaptation. If the nature of a product is the consumer, there will be a high need for adaptation.