Marketing and advertising practices of Turkish entrepreneurs in transition economies: Evidence from Georgia

As a transition economy, Georgia has an uncertain, complex, and immature business environment, typical of transition economies in the Eurasian region. In an effort to provide insights into marketing and advertising practices in the Eurasian transition economies, this study empirically examines the marketing and advertising practices in Georgia through two surveys conducted with Turkish entrepreneurs in Georgia and Georgian consumers. On the one hand, the findings of the survey of the Turkish entrepreneurs indicated that an overall adaptation strategy is needed in Georgia; in addition, foreign entrepreneurs willing to enter the Georgian market are advised to offer a variety of products by collaborating with local distributors and agents. Although Georgian consumers do not have high income, low-price strategy does not always work as consumers equate low price with inferior quality. Marketing of prestigious products are to be sold at higher prices and appropriate product positioning strategies must be developed for each target market segment. Merchandising strategies must be congruent with the target market served as well as retail stores/outlets utilized. On the other hand, the Georgian consumers demand better customer service and increased variety of products; advertising is welcomed to a certain extent as long as advertising provides useful product/brand and company information.     

Slotting Allowances in China: Perspectives of a Large Manufacturer Versus a Large Retailer in the China Grocery Market

ABSTRACT

Slotting allowances and contractual marketing agreements pervade the retail environment in the United States. They represent a profit center for large retailers who exercise market power and represent a cost center for large manufacturers. Many manufacturers have alleged that they are “held captive” to procure prime retail space. Despite the influx of retailers and manufacturers based in the United States, the deployment of slotting allowances in China is less prevalent but does pervade the grocery sector. The purpose of this study is therefore to explore the attitudes of large Western manufacturers and retailers toward the issue of slotting allowances in the China grocery market through a qualitative study. In-depth interviews were conducted with key decision-makers from Coca-Cola (manufacturer) and Carrefour (retail hypermarket) to critically explore their attitudes toward slotting allowances. The interviews reveal principal differences grounded in cultural norms.     

Foreign Product Purchase Behavior in Transition Economies: An Empirical Analysis of Product Information Sources Among Georgian Consumers

SUMMARY

This article analyzes the product information sources that consumers in transition economies, specifically in Georgia, utilize when they consider purchasing foreign products. We surveyed 313 consumers in Georgia regarding 9 sources of product information (experiential knowledge, word of mouth, in-store promotions, television, packaging information, radio, newspapers and magazines, salespeople, and billboards). The findings indicated that personal experience and word of mouth are the 2 most frequently used and highly valued sources of information while salespeople and radio are the 2 least frequently used and least influential sources of information. Education, age, and ethnocentrism exhibited significant impact on the experience source.     

Reinforcing Cultural Identity by Appealing to Local Cultural Cues: National Identity Formation and Consumption in High-Context Cultures

Traditionally, U.S. firms have successfully used American appeal (hard-sell approach) as a unique selling proposition in Europe, Japan and in the developing world. However, the anti-American sentiments around the world due to the Iraqi and Afghan wars and recent upheavals in the Middle East and North Africa have negatively influenced consumer judgments about American-labeled global brands in international markets during the last decade. Such consumer perceptions may lead to a favorable environment for new competitors to emerge in specific markets, and these products may take significant market share away from global U.S. brands.     

The Delphi technique in the measurement of tourism market potential: The case of Nova Scotia

In order to plan for the development of tourism in Nova Scotia it has been necessary to gather information and opinions on the industry on a more detailed scale than has hitherto been done. Here the Delphi technique is used to gather data on tourism research, on future impacts of tourism and to strengthen a regional data base, all of which are intended to act as an effective policy-making tool in solving management and planning problems in the tourism and hospitality industry. The impact of new technology (in particular the CHECK-INN system) and training needs are discussed in detail.     

Food distribution systems: Evolution in Latin America and the Middle East

The author describes the characteristics of food distribution systems and practices in developing countries, with particular reference to Latin America and the Middle East. He also examines the characteristics of the environmental factors which have an influence on food distribution, and explores the relationship between the environmental factors and the specific characteristics of food distribution systems of developing countries. The intention is to show how structural and operational changes can be induced in the distribution systems of developing countries.