Marketing

Recommended Reading

PDF link to Kolter-keller 14th edition :

http://socioline.ru/files/5/283/kotler_keller_-_marketing_management_14th_edition.pdf

(Kolter-Keller, Chapter 21 Tapping into Global Markets

(Kolter-Keller, Chapter 22 Managing a Holistic Marketing Organization for the Long Run

(Lusch, R. (2000). Creating long-term marketing health, Marketing Management, 9(1), 16-22.

(Douglas, S., & Craig, C. (2011). Convergence and Divergence: Developing a Semiglobal Marketing Strategy. Journal of International Marketing, 19(1), 82-101.

(Samli, A.C. & Fevrier, M. (2008) Achieving and Managing Global Brand Equity: A Critical Analysis. Journal of Global Marketing, Vol. 21 (3), 207-215.

Paper 1: Global Marketing (One and a half pages Max)

Discuss an American corporation that practices global marketing approach. In which country/region do they operate and what market entry strategy do they employ?  Why do you think they chose this particular strategy?

 

For the same corporation, suggest another market entry strategy for a different country/region. Justify your suggestion.

 

Do you think country of origin effect works in this case? Why or why not?

Paper 2: Internal Marketing (One and a half pages Max)

How does the concept of internal marketing fit into holistic marketing approach? Explain. In this context share and discuss a recent research article (from any leading marketing journal) dealing with the topic of internal marketing.

Grading Rubric for both papers

· Identifies all or most of the key issues presented by the case.  

· Discussion of issues reflects strong critical thinking and analytical skill.  

· Discussion/analysis makes all or most of the recommendations called for by the case issues.

· Recommendations are supported by data from all or most of the relevant case facts and exhibits data.  

· Data are creatively manipulated and applied.  Discussion and recommendations are presented clearly, logically, and succinctly with no or few grammatical or other errors.  

· Discussion/analysis reflects strong understanding of principles presented in course readings/materials.  

· Where relevant, discussion/analysis employs proper APA style.  Length limitations and other form/format requirements (if any) are followed.