Marketing Homework

Case Study 1: Oreo and Milk, Chinese-Style

Due on Thursday at 5.00pm, individual submission

After you read the posted case study (Reading 1 and Reading 2), answer the following questions.

Submission Online in MYGUST.

1. What is market segmentation? And what is the importance of segmenting the market?

2. What did Kraft do to make Oreo top selling cookie in the world?

3. Why did Kraft put a lot of time and effort to target the Chinese consumers?

4. How different is the 2006 second Oreo in China? Why Kraft took this approach?

5. Explain the importance of global marketing. Support your answer by giving examples from real life (i.e., provide examples for products that were introduced specifically for a certain market).