This paper reflects the new relationships the young people of Latin Americans from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to Internet are establishing through this medium. The Internet has opened up a new world in communications and has created opportunities not only for the production of information content, entertainment, and for advertising, but also for the interaction among peers and a vehicle for the transmission of the foundations of their country's culture and their integration to the 'adult' world.
This paper reflects the new relationships the young people of Latin Americans from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to Internet are establishing through this medium. The Internet has opened up a new world in communications and has created opportunities not only for the production of information content, entertainment, and for advertising, but also for the interaction among peers and a vehicle for the transmission of the foundations of their country's culture and their integration to the 'adult' world.
This paper presents an outline and vision of the Globalized Commercial Model and its application to the working relationship between North and Latin America within the context of the marketing research discipline. A framework as well as a paradigm is developed concerning the functioning of this model, its components, its ability to overcome cultural conflicts/differences, and its advantages for marketing research agencies as well as global clients. The proposed outcome of this model is the development and implementation of marketing research programs that uncover and report true strategic consumer insights rather than disconnected general results.
This paper illustrates the evolution of the dealership training for Ford of Mexico with the global customer satisfaction program, Customer Viewpoint. Ford of Mexico evolved from communicating research results to integrating a battery of highly interactive tools for its dealer network. The paper outlines improvements for individual dealerships; the paths taken and results experienced, showing how the ordinary customer satisfaction tracking program evolved to a program encompassing the current market demands for continuous improvements.
Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. In a deep relationship, hence in a strong brand, the brand becomes a meaningful part of the consumer's life. The functional and emotional benefits take on a much higher level of intensity. While follow-up research to evaluate their identified heartbreakers is advisable, what may be needed is more in-depth research to measure the depth of the relationship with the brand.