Target Audience: Secondary, tertiary.

Language Proficiency: Variable, according to task.

Learning Focus: Reading, research, critical thinking, writing.

Technology Needed: Web browser software.

Instructions:

Once a company decides to move into international markets, it must determine whether to standardize or adapt its promotional materials.

Task: Go to the Levi's jeans and Coca Cola web sites.

These web sites have been specifically designed for each country or region. Read about the companies and explore the international versions of their web sites. Then, answer the following questions:

1. Does one company market its products in more countries than the other?

2. How do the companies differ in the way they "divide up" the world market? And, why?

3. Do the web sites differ from country to country? If yes, in what way(s)?

4. What are at least two reasons why having different web site designs for different countries or regions might be important? Do you think the type of product has an effect on this? Why or why not?

Expanded Options:

• Compare the intent and orientation of companies and web sites such as those above to others of your choosing.
  
  
• How does "branding" evolve historically in different regions? See, by way of example:
  
  
  The Branding of America
  http://memory.loc.gov/ammem/ndlpedu/features/branding/index.php
  
  Roadside Attractions, from the U.S. National Park Service, Teaching with Historic Places Lesson Plan.
  http://www.nps.gov/history/NR/twhp/wwwlps/lessons/6roadside/6roadside.htm
  The focus is on the concept of "boosterism." What aresome examples of bsosterism in your region?
  
  
• In what ways do safety organizations such as the U.S. National Institute of Standards and Technology (NIST) intersect with and affect branding (advertising) strategies? Take a tour of your house at the NIST siteand find out where the National Institute of Standards and Technology (NIST) has an unseen role. In particular, look at "Consumer Purchases."
  
  
• What are the strengths and limitations of "watchdog" agencies such as the following when addressing issues related to multi-national or global markets?
  Visit the following web sites for articles on e-commerce and e-marketing.

Better Business Bureau
http://www.bbb.org/

Consumer Reports
http://www.consumerreports.org/

E-commerceTimes
http://www.ecommercetimes.com/

Kay Westerfield, Global Communication Consulting,kwesterf@uoregon.edu