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Action Items
In this assignment, you will create a posting for your boss to share with the executive team. To create this posting, do the following:
Review the principles of global marketing in Chapter 15 of the textbook.
Choose a product that originates from your home country (or another country) that is marketed in other countries around the globe.
Choose one other country where this product is available.
Search online to find advertising samples for the product in both your home country and the other country. Compare print, TV (many ads can likely be found on YouTube), and web samples (for example, corporate websites for both countries). It is from these samples that you will determine the marketing strategies and tactics that you believe are being used.
Conduct research to find 3 to 5 critical cultural considerations for marketing products in the country you selected. Only cite credible sources. Googling should provide more than enough leads for you.
By the due date indicated, prepare a succinct but thorough posting for your boss and the executive team about the strategies and tactics that are being used to market this product in your home country and the other country you have identified. Your posting should include:
The product name and description (e.g., McDonald’s fun meal or McDonald’s Quarter Pounder).
The message of the commercial (e.g., healthy skin is good, invest in gold, eat here during our happy hour, etc.).
A description of who you believe to be the commercial’s target market (e.g., married males, in their 30s or 40s, middle-class, some college, homeowner, athletic, are do-it-yourself type of people).
Relevant cultural characteristics.
Include relevant cultural characteristics of both your home country and the other country.
Macroenvironmental Factors
List and describe the relevant environmental elements – legal/regulatory, economic, competitive, technology
Comparative Marketing Analysis – Describe the key marketing elements on the basis of product and customer type:
Compare and contrast marketing strategies of the company you chose for the specific product you identified in the U.S. and another country of your choice.
Analyze the marketing of the product and evaluate whether the marketing is a match for the culture based on what you found in your research and what you have read in the textbook.
Evaluation and Recommendations
Include a link to the images of advertising samples from both countries.
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