Phillip Morris (Altria) Group discussion – values, ethnocentricity, and global marketing strategy effectiveness

1. Did the expert’s suggestions for the tobacco industry response surprise you? Why or why not? (1 Paragraph)

2. How closely entwined are values and ethnocentricity? (1 Paragraph)

3. How can this relationship hinder global marketing strategy effectiveness? (1 Paragraph)

4. What can be done to limt, constrain, or eliminate the effects of ethnocentricity? (1 to 2 Paragraphs)


Denise Chisholm Unit 3 DB Global

In addition to Turkey, the Phillip Morris (Altria) group, Great Britain’s B.A.T. Industries PLC, and other tobacco companies are targeting smokers in China, South Korea, Thailand, India, Russia, and other industrializing nations. These are nations in which a combination of forces – relatively high economic growth, the public’s acceptance of smoking as a fashionable activity, and the status assigned to Western cigarette brands – may interact. Moreover, because many women in these countries view smoking as a symbol of their improving status in society, the tobacco companies are aggressively targeting women. One reason for the success of Western brands is that American-blend” cigarettes are milder than most domestic brands, and a perception that locally-made products are of lesser quality. Cigarettes constitute a $28 billion market in Japan, the country widely believed to have the highest smoking rate in the world. Sixty percent of Japanese men smoke, and, overall, smokers comprise about 36 percent of the population.

Turkey provides a case study in the approach the Atria Group has perfected over the years. An estimated 43 percent of Turkey’s 63 million people smoke. Moreover, the market is especially attractive, because cigarette consumption is increasing at an average of nearly 5 percent. In addition to Turkey, Phillip Morris, Great Britain’s B.A.T. Industries PLC, and other tobacco companies are targeting smokers in China, South Korea, Thailand, India, Russia, and other industrializing countries. These are nations in which a combination of forces – relatively high economic growth, the public’s acceptance of smoking as a fashionable activity, and the status assigned to Western cigarette brands – may interact. Moreover, because many women in these countries view smoking as a symbol of their increasing status in society, tobacco companies are aggressively targeting women. In 1996, nearly 600 billion cigarettes were sold in Eastern Europe and the former Soviet Union. One reason for the success of Western brands is that ” American-blend” cigarettes are milder than most domestic brands, and a perception that locally-made products are of lesser quality. Additionally, cigarettes constitute a $28 billion market in Japan, the country widely believed to have the highest smoking rate in the world. Sixty percent of Japanese men smoke, and, overall, smokers comprise about 36 percent of the population.

Cigarettes constitute a $28 billion market in Japan. Cigarette advertising on television is permitted late at night. Nevertheless, foreign cigarette sales still represent only 17 percent of the market. The reason is simple: Japan Tobacco, Inc. is a government monopoly that generates $15 billion in tax revenues each year. Thus, the government’s attitude of tolerance stands in stark contrast to much of the industrialized world. Indeed, the warning on cigarette packs says only, “For the sake of health, don’t smoke too much.” A great deal of the cigarette advertising in Asia targets women. The shift in focus of the global tobacco giants – both in terms of geography and gender – is alarming to many observers. Officials at the World Health Organization accuse the tobacco companies of exploiting increased prosperity in emerging economies by pushing an addictive product linked to serious health problems.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with AssignmentHelpWeb
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
Testimonials
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Anthropology
Excellent services will definitely come back
Customer 452441, September 23rd, 2022
Nursing
The paper was EXCELLENT. Thank you
Customer 452449, September 23rd, 2022
Anthropology
excellent loved the services
Customer 452443, September 23rd, 2022
English 101
Very good job. I actually got an A
Customer 452443, September 25th, 2022
Architecture, Building and Planning
The assignment was well written and the paper was delivered on time. I really enjoyed your services.
Customer 452441, September 23rd, 2022
11,595
Customer reviews in total
96%
Current satisfaction rate
3 pages
Average paper length
37%
Customers referred by a friend
OUR GIFT TO YOU
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat