Assignment
1. "Of all the elements of the marketing mix, decision involving advertising are those most affected by cultural differences among country markets."
• Why is advertising greatly affected by cultural differences? Please use examples to support your answer.
2. "The best companies will avoid the trap of focusing on country as the primary segmentation variable. Other segmentation variables are often more important (e.g., region, city, climate, language group, media, habits, age, or income.)
• Explain why?
3. "Standardization vs. Adaptation" was one of the ways in which international markets segmentation argument was framed
• Explain the "Standardization vs. Adaptation" debate.
• International marketing experts argue that the Standardization vs. Adaptation debate in the United States is a good example of the ethnocentrism of American managers and academic alike. Explain why?
4. "One of the benefits of Global Marketing is how companies gained access to the toughest customers. For example, in many product and service categories, Japanese consumers has been the hardest to please; trying to please them lead international companies to provide the highest-quality products and services." How could you relate this to protectionism?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.