Homework: Multinational & Digital Marketing
The rise of multinational marketing has connected humanity worldwide and fueled the rise of the global integrated enterprise. Though cultural differences remain significant and must be considered in planning marketing strategies, a looming effect of multinational marketing is the diminishing of those cultural differences and the connection of cultures that may not have encountered one another previously. Further, the Internet, social networks, Internet marketing, and digital tracking systems that allow targeted marketing to individuals have changed and continue to change the landscape of markets. In this homework, you will explore the marketing of a multinational company, discuss how it addresses cultural differences and digital marketing, and suggest what should be its marketing strategy going forward.
Examine the marketing used by Volkswagen or Exxon-Mobil over the last 10 years.
Write a paper (1,250 to 1,500 words) in which you explore the marketing of Volkswagen or Exxon-Mobil. Discuss how either addresses cultural differences and digital marketing, and suggest what should be its marketing strategy going forward. Include the following in your paper:
I. An introduction that introduces the company you selected and describes its marketing strategy and challenges over the last 10 years.
II. A discussion of how the company adapts its marketing to manage cultural differences.
III. An analysis of its digital marketing strategy and use or avoidance of digital tracking tools.
IV. A research- and theory-based marketing forecast for the company. How do you suggest the company should approach marketing moving forward? (Note: Your discussion must include clear language giving your recommendation in the form: "I recommend...")
Format your homework according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the homework, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.