Here’s a summary of the key points:
1. **Avoiding Ethnocentrism**:
- Travel and explore local markets.
- Study country profiles.
- Test products online to gauge demand.
2. **Customer Differentiation**:
- **Demographics**: Based on age, gender, education, etc.
- **Motivation**: Why customers buy (e.g., for pleasure or need).
- **Economics**: Based on disposable income.
3. **Coca-Cola's Competitors**:
- **Direct**: Pepsi.
- **Indirect**: Juice, milk, water, candy, chips.
4. **Examples of Competitive Advantage**:
- Lower production costs.
- Lower distribution costs.
- Product differentiation.
- Brand equity.
5. **Market Research Comparison**:
- **Primary Research**: Custom data, more accurate but costly.
- **Secondary Research**: Existing data, easier to access but less specific.
6. **Marketing Strategy Comparison**:
- **Pros**:
- Acquisition avoids cultural mistakes.
- Centralized strategy saves costs.
- Decentralized strategy appeals more to locals.
- **Cons**:
- Acquisition may cause cultural conflicts.
- Centralized strategy risks cultural mistakes.
- Decentralized strategy is expensive.