Discussion Questions
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1. Identify and discuss three to five factors companies need to consider before attempting to enter foreign markets. Assuming you were setting up a market program for a product in a foreign country, what should you take into consideration? How can international marketing benefit domestic countries?
2. Read the Marketing Excellence case study on Southwest Airlines at the end of Ch. 14 in Marketing Management. How will the low-cost airline need to differentiate itself beyond pricing in the future?
I have attached the case study for question #2.
12 years ago
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