Assignment:
Global Marketing
Discuss a U.S. corporation that practices a global marketing approach. In which country/region does it operate and what market entry strategy does it employ? Why do you think it chose this particular strategy?
For the same corporation, suggest another market entry strategy for a different country/region. Justify your suggestion.
Do you think the country-of-origin effect works in this case? Why or why not?
2.Social Media Marketing
In recent years, social media has been a rapidly growing marketing communications vehicle. In your view, how well has social media performed in helping companies achieve their marketing communications objectives? Provide an example of a company/brand that uses the medium effectively and an example of one whose social media initiatives need improvement. What separates the peak performing brands from the "also-rans" in this medium?
3.Marketing Communications and Ethics
1. What criteria will you use to distinguish ethical advertising from unethical advertising?
2. Many large firms are investing in Behavioral Targeting i.e., tracking online activities of the target customer (the pages or sites users visit, the content they view, the search queries they enter, the ads they click on, the information they share on social internet sites) and combining it with the time, length, and frequency of visits. Do you think Behavioral Targeting (BT) is ethical and conforms to market research standards? How can companies gather customer data without infringing individual rights to privacy?
4.Provide a detailed overview of your organization's marketing communications program.
• What media and messages are the most prominent? Why?
• How would you change the program to make it more successful?
• Would you change some elements of the messaging?
• Would you shift dollars from one medium to another, or try to gain additional budget and add new media to the mix?
Try to apply the learning from this week to inform your discussion.
NOTE PLEASE READ THE BELOW ASSIGNED FROM THE PDF TEXT BOOK i sent you the last time to use and answer this questions and quote to let it flow for reader to understand.
K-K, C17 Designing & Managing Integrated Marketing
Communications
? K-K, C18 Managing Mass Communications : Advertising,
Sales Promotions, Events & Experiences and Public Relations
? K-K, C19 Managing Personal Communications : Direct and Interactive Marketing, Word of Mouth and Personal Selling Recommended Reading:
Keller,K.L.(2001).Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs. Journal of Marketing Management,