Tokyo-Japanese War Case Study

If we analyze the information gathered from secondary sources discussed in the previous chapters from the marketing perspective, then societies represented legal national and international markets , predominantly state-controlled (government – major sales agent, relatively low freedom and competition – official, government-controlled press was dominant); markets of Japan and Russia had different sizes and involved three types of agents – producers, middlemen and consumers, had a high degree of volatility (the demand and supply varied at different stages), but generally the supply exceeded the demand.
If the societies can be equaled to markets and governments are compared with producers (sales agents), then the war embodies a product (produced

Since the war attracted a global mixed audience, means of marketing communications underwent multi-level segmentation , particularly on the basis of geographic and demographic factors and the main market segments involved educated elites, working classes and peasant population; rich and poor; men and women; children, adults and elderly people (with a particular emphasis on the adults, in Japan - children); all ethnicities; living within the country (on the whole territory, especially in cities) and beyond its borders

The main emphasis (like lubki) is made on lowering Russian courage, strength and abilities. Thus, a number of cartoons portray frightened Russian soldiers (usually heavier built and taller than the Japanese) surrendering to the Japanese and being ready to follow all Japanese orders, meaning “big, but cowardly” (a huge Russian bear, tamed by a small courageous Japanese man; fat clumsy Russian militants trembling with fear and eating bullets served by the clever Japanese sailors; fearful guards at Port Arthur; a yielding Russian battalion; a kneeling Russian officer holding the broken ships; crying Russian children running away chased by the Japanese