Topic: QUESTION AND CASE STUDY:
The purpose of this assignment is to allow you an opportunity to demonstrate your ability to apply theory in practice through the development and justification of culturally appropriate marketing for a specific scenario.
Learning Outcomes:
Knowledge and Understanding:
a) Understand the key concepts of culture and evaluate critically the impact of these on markets, marketing decisions and marketing management.
b) Demonstrate effective use of knowledge about the ways culture and cultural assumptions shape marketing in proposing marketing approaches and solutions
c) Formulate and justify a marketing programme based upon an understanding and application of cultural variables.
d) Work with cultural awareness and sensitivity when dealing with cross-cultural issues and situations.
e) Apply theory to practice and communicate this effectively both verbally and in writing.
f) Locate and make critical use of academic literature in making and justifying marketing decisions
Task:
Read the attached information about Bowers and Wilkins (B&W) Zeppelin iPod docks and then, using business and market reports as well as academic sources, prepare a marketing report that covers the following assignment questions to assignment questions to discuss:
To what extent are B&W Zeppelin iPod docks culture bound or culture free products?
Through what type of retailers would you expect B&W to sell their Zeppelin docks? Would this vary in different countries? Why? Give examples from different countries.
How, if at all, might the promotional video for Zeppelin Air need to be adapted for different cultural markets? Give examples with your reasoning.
Where would you place B&W Zeppelin iPod docks on the Glocalisation continuum? Give your reasoning.