Alfredo Ceron Chapter 14 This chapter discusses managing brands over geographic boundaries and market segments. The book starts out with regionalization, which is when brands market to specific regions based on what will sell best in those regions. The book uses the example of Macy’s stocking more of a particular item that will have a great demand, such as stocking more smaller sizes in an area where there are many Asians. I also learned how brands market differently when it comes to demographics such as: age, income, gender and race. For example, axe body spray targets younger demographics, therefore they use sex appeal to market the youth. Another example of targeting an ethnic group is the use of “Spanglish” by Southwest Airlines to market to Hispanics. The book does note that marketing to these segments reinforces the idea that they are minorities or outsiders. Or on the other hand, consumers not being targeted may feel alienated or distanced from the company. The book also mentions branding globally. I will focus more on the advantages and disadvantages of creating global brands. The advantages were: Economies of Scale in production and distribution, Lower market costs, power and scope, consistency in brand image, ability to leverage good ides quickly and efficiently, uniformity of marketing practices. The disadvantages were: differences in consumer needs, wants, and usage patterns for products, differences in consumers response to branding elements, differences in consumer response to marketing mix elements, differences in brand and product development and the competitive environment, differences in the legal environment, differences in marketing institutions, differences in administrative procedures. I found it interesting to learn how brands market to a specific region without having to do much. I like that all they had to do was to do research the demographic or buying patterns about the particular area and stock their merchandise accordingly. I thought it was also interesting to learn how marketing brands to a particular demographic can have negative effects. I did not think it was possible for groups being targeted feel, by being targeted, they were outsiders. I can see why it can be true but personally, I would purchase a product if it were being targeted towards me using elements from my culture. As someone that wants to go into Hispanic advertising, knowing this will make me more cautious of how I market to Hispanics. I will try not to alienate people but rather embrace the differences. On the part about globalizations in brands, I thought it was interesting that most of the advantages were causes of some of the disadvantages. The majority of the advantages had to do a lot with saving money or minimizing the costs, while the disadvantages can cause the brand to spend more money in a particular country or region.