Assignments:
Read and analyze Cross-Cultural Consumer Behavior: An International Perspective in Consumer Behavior.
Prepare a 1,750- to 2,100-word case study analysis in which you evaluate the consumer behavior and purchasing decisions illustrated in both case studies or an equal length paper on Case Three only.
• Case One: Japan to Apple's iPhone: "No Thanks!"
o Identify the lessons learned by Apple® regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan.
o Evaluatehow the differences in consumer behavior across these cultures may affect the marketing mix strategy.
• Case Two: Would Mickey Mouse Eat Shark's Fin Soup?
o Identify the lessons the Walt Disney Company® learned about consumer behavior and purchasing decisions at Hong Kong Disneyland®.
o Explain global issues that may influence consumer behavior.
Case Three: How would you brand yourself?
o You are the total of your thoughts and actions to this point in your life. Who do others perceive you to be based on acts and words.
o How would you wish to change that perception and how would you change your actions and words to deliver that new brand.