Overview
Pick a specific product that the company offers in at least three different countries.
- 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 few resources to get you started:
- Join the FORTUNE community.
International Economic Accounts.
Market research and competitive analysis
- 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:
- Thoroughly read the chapters in the weekly conferences and conduct additional outside research on country and business resources.
Review the following global marketing topics to ensure you understand the marketing principles and can demonstrate you can apply them in this case.
- 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
Marketing environment
Management orientations
Foreign market entry
Global branding principles
- Product development
- Branding
- Pricing
- Promotion
- Distribution
- SWOT analysis
- 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.