EBK MARKETING
10th Edition
ISBN: 9780135199992
Author: Stuart
Publisher: YUZU
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Chapter 7, Problem 3QA
Summary Introduction
To describe: The major ethic groups and the way in which they provide unique segments for various products.
Introduction:
Demographic segmentation: It is defined as market segmentation according to the race, age, gender, education family size, religion, income, and ethnicity, Demographics can be segmented into various markets to help an organization aim its consumers more accurately.
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For the following assignment reference a recent purchase you have made and explore the several steps in the consumer decision making process for this purchase.
What product did you purchase?
Need Recognition
Need or want, how did you assess the need?
3.Information Search
What is the extent of your search for product information? Did you ask friends, family, reviews? Online research?
4. Evaluation of alternatives
Which other alternatives did you consider (other brands)?
5. Purchase
Did you make the purchase immediately or did you take time to make a final decision? Where was the purchase made, in store or online? Was the product available immediately or did you have to wait for your purchase to arrive?
6. Post purchase behavior
Discuss any generated cognitive dissonance by this purchase. What was done to address the situation. What role, if any, did marketing play in minimizing cognitive dissonance?
Find a company that has gone global. Research details of a multinational company.
Copy the Organization website link here:
Who is the organization?
What is the product or service? Are there any changes in the product or services in the various locations?
What are some of the External Environment Factors Facing this global Market?
Example: Culture? Natural resources? Economic & Technological Development? Political Structure? Demographic Makeup?
What is the economic development of the majority of the countries your company is present in?
Developed or less developed Country?
How is this company using Social Media to reach their global Marketing?
Provide a sample of the global advertising for this company, provide a picture or a video.
Now, you are working on the last section of your Portfolio Project. This week you will complete the following:
You have proven to the management team that you have carefully considered the cultural aspects of expanding the business into a new country. They would like to hear your specific plans for ensuring operational success in their next meeting. Prepare a report addressing the following topics:
Strategic Management: Discuss the critical factors of the Strategic Management Process important to successful operations in your country.
Organizational Structure: Discuss the type of organizational structure that will be most effective in the new location including the manufacturing facility.
Control and Monitoring Systems: Discuss your plan for control and monitoring systems issues for the expansion and operations within the manufacturing facility.
Staffing and Compensation: Discuss how you will staff the operation and how you will compensate the employees and any training that will…
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