Homework: Global Marketing Mix
Instructions
This homework will assess the Marketing Mix of an International Organization.
• Select a Global Fortune 500 Company.
• 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:
o Product - What are the basic product benefits, brand name, warranty, service, or innovative qualities?
o Price - Currency exchange, any planned discounts during the year, method of payment accepted, or e-marketing (if applicable).
o Promotion - Advertising, sales promotion, public relations, personal selling, etc...
o Place (distribution) - Market entry method, channels of distribution, and channel cooperation.
Objectives:
1. Discuss the relative merits of standardization versus customization alternatives for global product (including services) strategies
2. Describe multinational diffusion theory
3. Describe global branding strategies
4. List and explain the driving forces behind foreign market pricing
5. List and describe methods of non-cash compensation frequently used in international transactions
6. Describe the constraints on global integrated marketing communication strategies
7. Discuss the advantages and disadvantages of the major integrated marketing communication tools available to international and global marketers
8. Discuss the importance of logistics in reaching foreign markets and the unique challenges presented by global logistics
PREPARE your written homework 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 homework and review these concepts in the course modules if needed:
o Marketing environment
o Management orientations
o Foreign market entry
o Global branding principles
o Product development
o Branding
o Pricing
o Promotion
o Distribution
o SWOT analysis
Format your homework according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the homework, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.