PAPER ASSIGNMENT
Length: 2400 to 3000 words.
Review the article "A Look at the e-Shopping Habits of U.S. and Chinese Millennials". Then:
1) Describe how this reflects the challenges and opportunities facing the global marketer.
o Describe at least two strategies for overcoming these challenges, and at least one strategy to seize the opportunities.
2) Based on your readings in the textbook and this article, explain how the cultural differences impact the marketing plans and tactics in the United States and China?
3) Locate at least one article on current international business news (e.g., Wall Street Journal, Forbes, Fortune) about e-shopping and/or international marketing and relate it to the case.
4) Describe the framework of analysis and research approaches that can be used to assess the opportunities presented by e-shopping globally (e.g., segmentation analysis, target market analysis). Then, address the following specific aspects of research:
o The case study used data collected from an online survey. Review the data and describe alternative modalities for conducting large scale consumer research in today's international markets.
o What additional method(s) would you recommend to expand on the existing data? Support your recommendation by providing an article or another case study that uses the method effectively.
5) Describe at least one legal consideration that should be addressed when marketing internationally.
Format your assignment according to the following formatting requirements:
(1) The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
(2) The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
(3) Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.