MRKT 454 - The Marketing Mix of an International Organization.

Overview

Assignment #2 - Global Marketing Mix

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REVIEW THE WRITING ASSIGNMENT INSTRUCTIONS UNDER CONTENT BEFORE STARTING.

This assignment will assess the Marketing Mix of an International Organization.

1. Select a Global Fortune 500 Company.
2. Pick a specific product that the company offers in at least three different countries. 
3. Assess the Marketing Mix for this specific product in each of the three countries. It may be best to set up a chart and identify the Marketing Mix components for each of the countries. More specifically, you will want to consider:

a)Product – What are the basic product benefits, brand name, warranty, service, or innovative qualities?

b)  Price – Currency exchange, any planned discounts during the year, method of payment accepted, or e-marketing (if applicable).

c)Promotion – Advertising, sales promotion, public relations, personal selling, etc…

d)Place (distribution) – Market entry method, channels of distribution, and channel cooperation.

A few resources to get you started:

• Join the FORTUNE community.
• Forbes.
• International Economic Accounts.
• The Economist.
• Census.gov.
• CIA.gov
• CountryFacts.com
• Countries of the World
• State.gov
• Market research and competitive analysis

These are just a few examples of the endless amounts of resources and data you can find online. You are not limited to just these examples. If you have others, please share with the class.

Written Assignment Objectives: 

• Discuss the relative merits of standardization versus customization alternatives for global product (including services) strategies
• Describe multinational diffusion theory
• Describe global branding strategies
• List and explain the driving forces behind foreign market pricing
• List and describe methods of non-cash compensation frequently used in international transactions
• Describe the constraints on global integrated marketing communication strategies
• Discuss the advantages and disadvantages of the major integrated marketing communication tools available to international and global marketers
• Discuss the importance of logistics in reaching foreign markets and the unique challenges presented by global logistics

PREPARE your written assignment as follows:

1. Thoroughly read the chapters in the weekly conferences and conduct additional outside research on country and business resources.
2. Review the following global marketing topics to ensure you understand the marketing principles and can demonstrate you can apply them in this case.
3. Be sure you understand all of the global marketing concepts covered in this written assignment and review these concepts in the course modules if needed (Module 3):

• Marketing environment
• Management orientations
• Foreign market entry
• Global branding principles
• Product development
• Branding
• Pricing
• Promotion
• Distribution
• SWOT analysis

1. Prepare thoughtful answers to the questions being asked!
2. Follow ALL the guidelines for writing and submitting your Written Assignment

• Prepare as a word processed document (such as Microsoft Word). Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.  
  • Your assignment should be the equivalent of approximately five (5) to six (6) pages of double-spaced text (although more are acceptable).  The cover page and References page are not part of the written analysis.
  • Be sure your name and date are on the cover page of your writing assignment.
  • Use headers to separate major themes or topics. Respond comprehensively.  Give examples when appropriate.  Be sure to provide your own perspective on each of the questions.
  • Include a References page, which includes references that explain the concepts.
  • You should use a minimum of five (5) references dated 2017 to the present.
  • You should use APA style for a paper which includes formatting for page numbers, page margins, etc. More information about using a style guide can be found in the UMGC's virtual library accessible from your LEO classroom in Content "Learn to Use APA" or at umgc.edu/library.   
  • Upload your word processed document in your LEO assignments folder by the due date in the LEO calendar.  

Refer to the grading rubric associated with the assignments.  Be sure to note that a percentage of your grade on this assignment will be based on your grammar, composition, adherence to the submission requirements, and use of an appropriate college-level style guide for writing and referencing (APA format)