Last Assignment

1. “Of all the elements of the marketing mix, decision involving

advertising are those most affected by cultural differences

among country markets.”

• Why is advertising greatly affected by cultural differences

Please use examples to support your answer. (5 credits)

2. “The best companies will avoid the trap of focusing on

country as the primary segmentation variable. Other

segmentation variables are often more important (e.g., region,

city, climate, language group, media, habits, age, or income.)

• Explain why? (5 credits)

3. “Standardization vs. Adaptation” was one of the ways in

which international markets segmentation argument was

framed

• Explain the “Standardization vs. Adaptation” debate. (5

credits)

• International marketing experts argue that the

Standardization vs. Adaptation debate in the United States is

a good example of the ethnocentrism of American managers

and academic alike. Explain why? (5 credits)

4. “One of the benefits of Global Marketing is how companies

gained access to the toughest customers. For example, in many

product and service categories, Japanese consumers has been the

hardest to please; trying to please them lead international

companies to provide the highest-quality products and services.”

How could you relate this to protectionism? (10 credits)

Submit your answer in a word document via email

([email protected])

Due date: Thursday, June 14th at 8:00 pm.

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Size: 12

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