Problem: Understanding consumer behavior on how brands are perceived is critical to a successful market. As such, please address the following:
As an employee of a multi-national corporation, you have successfully test marketed a new product in the US. Within the next few months you will test market the product in the South American market as well as in Japan.
1. What changes will you have to make to your marketing plan for South America?
2. What about Japan?
3. What are some cultural differences you need to consider for your test market to be successful in these foreign markets?
Please cite all references used.