In preparation for the assignment, select one brand from the link above. After selecting a brand from the list, select two countries (other than the United States).
management
Description
Consumer Behavior
Assignment Week 5a
Marketing to Different Cultures & Micro-Cultures
The following link is a list of the World’s Most Valuable Brands, http://www.forbes.com/powerful-brands/list/3/#tab:rank
In preparation for the assignment, select one brand from the link above. After selecting a brand from the list, select two countries (other than the United States). Construct a 3-5 page paper comparing how this brand is marketed in the United States and the two other countries you selected. Make sure you address cultures and micro-cultures in your paper. You will want to ensure that you answer the following questions:
· What are the differences in the three marketing campaigns?
· Can the brand use the same campaign in all of the countries or do adjustments need to be made for the country?
· How does culture impact the campaign?
· How do micro-cultures impact the marketing campaign?
· Are there any down sides to marketing in another country?
Assignment Requirements:
· Write between 750-1000 words per question using Microsoft Word
· Be sure when constructing your paper, you incorporate concepts from the chapter and/or lecture to show your understanding of the topic.
· Use font size 12, 1” margins and double spaced.
· Include cover page & reference page (if needed)
· At least 80% of your paper must be original content/writing
· No more than 20% of your content/information may come from references.
· Use at least three references from outside the course material, one reference must be from EBSCOhost. Textbook, lectures and other materials in the course may be used but are not counted toward the three reference requirement.
· Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style.
References must come from sources such as scholarly journals found in EBSCOhost, CNN, online newspapers such as The Wall Street Journal, government websites, etc. Sources such as Wikis, Yahoo Answers, eHow, blogs, etc are not acceptable for academic writing.
