I have attached 4 assignment
there are 4 different assignment
Access the “Portfolio Projects” section of your textbook which can be found on page 217. For case “Develop an International Strategy for Your Own Small Business: Achieving the Right Global Mode of Entry“, identify a country where you would like to conduct business and determine the right entry mode strategy into that foreign market. Provide full responses to each question and be sure to provide examples to support your writing. You are expected to answer each question and failure to do so will result in a loss of points.
Your assignment should be prepared in a 4 to 5-page Microsoft Word document, to include a coverpage and references. Be sure to either include the question above your response, or within your response.
Develop an International Strategy for Your Own Small Business: Achieving the Right Global Mode of Entry
Now that you have identified the target regional economic zone (Chapter 3) and country where you would like to conduct business, your next step will be to determine the mode of entry into that foreign market. The following questions will assist you in identifying the right strategy:
First, determine how much risk you are willing to take in international business (i.e., How much capital can you afford to lose based on a worst case scenario?). As you know, the least risky method of entry overseas will be through export and import business. Exhibit 8.1 will help.
If your ambition is to generate high returns through international business, you will need to (a) determine what your company’s competitive advantage is, and (b) identify why you would want to have an overseas operation. To maximize revenue? To minimize cost? Both? Or to diversify risk?
Now that you have a good idea of how much risk you are willing to take, and also why you would want to invest in an overseas operation, it is relatively easier for you to determine the entry mode into the international marketplace. Use Exhibit 8.1 to determine your mode of entry abroad.
Please, read and analyze the case study How Unilever’s Brands Connect With Consumers, located in the folder Recommended Readings for this Week (Downloadable).
Then, write a 4-6-page essay answering the discussion questions at the end of the case (includes cover page and reference page). The essay must be in APA format with at least two (2) citations and references.
Reading and question
How Unilever’s Brands Connect with Consumers
From soap to soup, Unilever markets a wide range of personal care products, foods, and
household cleaners under popular brands like Dove, Bertolli, Lipton, Lux, Axe, Sunsilk, Surf, and
Omo. Two billion consumers buy its products every day, adding up to annual revenue of $62
billion. The Anglo-Dutch company constantly conducts research to learn more about what
consumers want and need, identifying even seemingly small changes that can make a big
difference in the daily lives of people worldwide. One of the company’s most memorable marketing initiatives has been Dove’s “Campaign for Real Beauty.” Based on extensive consumer research into women’s attitudes and emotions, the
campaign uses ads, YouTube videos, special events, and other communications to counter beauty stereotypes and make the point that real beauty is more than skin deep. By linking its soap brand to messages reinforcing positive self -esteem for women of all ages, races, sizes, and shapes, Dove has won the admiration and loyalty of consumers in many countries.
For example, marketers recently used the brand’s Facebook page (which has more than one
million “likes”) to start a dialogue about getting children to eat. Its Facebook fans responded with dozens of additional ideas, which Ragú’s ad agency turned into helpful online videos that dish up tips with a sense of humor. Heavy use of social media is one way that Ragú aims to create an emotional connection with its customers and understand their ever-changing needs and interests. Campaigns combining Facebook, Twitter, and special websites have helped Unilever market its food and personal care brands to highly targeted segments such as Latino families in the United States. Unilever’s www.vivemejor.com, the Spanish-language website, and Facebook page provide brand-oriented recipes, coupons, holiday ideas, household hints, and other information that Latino families can use. The company also holds Disfruta la Pasión de la Vida events outside supermarkets to attract and engage Latino consumers. In planning such events, the company turns
to its Multicultural Consumer Marketing Insights research team for guidance.
Unilever is looking beyond immediate acquisition behavior to encourage healthy, environmentally sustainable behavior all over the world. Through research, it has determined that the first step is to help consumers understand why they should do something (such as wash with soap to prevent the spread of disease). The next step is to show them how easy it is to take action (buy bars of soap and use them). Then, they must make the new behavior desirable (washing can keep the family safe from germs). Next, it is important to make consumers feel good about doing this action (for themselves, their family, and society). Finally, find a way to continue the behavior over time (ask children to wash before every meal). With these five steps, Unilever has convinced millions of consumers in developing countries to adopt the healthy habit of washing their hands—promoting the company’s Lifebuoy soap brand at the same time. Unilever also sells laundry products in developing nations where water is a scarce resource, yet consumers are accustomed to rinsing clothes several times to get them clean. To address both consumer needs and environmental issues, CEO Paul Polman explains “We’ve put products out in the market—fabric softeners—that only need one rinse.” Even then, “consumers were still doing two or three rinses, so we had to be very creative in educating them,” he says. Clearly, Unilever wants to build strong relationships with its customers by making sure its brands are down-to-earth and “real.”
1. How is Unilever applying its understanding of internal consumer processes in the
psychological core to market its products?
2. Which of the four external processes in the consumer’s culture do you think have been the
most important to the success of Dove’s Campaign for Real Beauty? Why?
3. Do you agree with Unilever’s decision to link its brands with efforts to encourage healthy
and environmentally sustainable behaviors? Explain your answer.
Week 3: Written Assignment
Please, read and analyze the case study
Nostalgia Marketing Brings Memories back
, located in the folder
Recommended Readings for this Week (Downloadable) and also below.
Write a 4-page essay answering the discussion questions at the end of the case, including a cover and reference page. Essay must be in APA format with at least two (2) citations and references; one can be the textbook.
Nostalgia Marketing Brings Memories Back
Many different marketers, from cat-food manufacturers to insurance firms, are evoking positive memories of the past to capture the imagination of consumers through nostalgia marketing. Whether they’re bringing back old jingles, slogans, images, logos, characters, or brands, marketers want to jolt consumers’ memories. Feeling pressured by today’s fast-paced, high-tech world, many consumers are receptive to familiar ads and products they associate with their younger days and bygone times they remember fondly.
Meow Mix cat food, owned by
Del Monte Foods
, recently resumed the use of its decades-old advertising jingle, after a 16-year hiatus. The jingle is a series of “meows” set to a simple tune that plays as viewers watch cats “mouth” the words during the commercials. “The Meow Mix Jingle brings back a sense of nostalgia and is a classic advertising spot that many people can even recite by memory,” explained the brand’s marketing director. The jingle is so memorable that 50 percent of consumers surveyed
before the new ads aired said they had heard the jingle during the previous 18 months, even though it had not been used for more than a decade.
Comic-strip characters from the 1960s are helping
appeal to consumers who smile when they see Charlie Brown, Snoopy, and other Peanuts characters in the insurance company’s ads and social media posts. Before debuting a new commercial during the Super Bowl, MetLife used its
page to post “comments” by Peanuts characters. After the game, MetLife posted additional character scenes online to keep the buzz going. Why use nostalgia for Snoopy to market life insurance? “It definitely takes people back, and we wanted to start a dialogue,” says a company executive.
Volkswagen, Audi, and other car companies frequently play on nostalgia for old rock songs to reach target audiences. One Volkswagen commercial recently featured a 1960s James Brown hit, while an Audi ad featured a 1980s song by Echo and the Bunnymen. H&M has marketed its men’s clothing with hit songs from the past such as the Animals’
Don’t Let Me Be Misunderstood. Nostalgia for childhood snacks has helped Cadbury market its Wispa chocolate bar and Nestlé market its Kit Kat bars.
The long-running TV program
Mad Men, which focused on characters rising in the advertising industry of the 1950s and 1960s, provided numerous opportunities for advertisers to evoke nostalgia for the period. Unilever created retro-look commercials to air in Europe during the program’s fourth season. During the U.K. premiere of
Mad Men’s fifth season, Sky Atlantic ran well-known British TV commercials from the 1960s for Fairy Liquid, Tetley Tea, and other brands, heightening viewer anticipation for a nostalgic look back at ads they hadn’t seen for many years.
When the U.S. magazine
Mad Men on its cover, it suggested that advertisers submit ads with a 1965 look. That issue included a Spam ad with flower-power colors and fonts; a Dunkin’ Donuts ad with 1960s images of the donut shop; a Hush Puppies shoe ad based on the company’s actual 1960s ads; a new Mercedes-Benz sports car advertised in 1960s style; and a reprint of a 1960s Johnnie Walker Red liquor ad. Media coverage of the issue and its special ads increased sales and boosted traffic to websites where the ads were posted, adding a 21st-century angle to the 20th-century nostalgic appeal.
1. Using the concepts in this chapter, explain why Meow Mix would return to its old advertising jingle 16 years after the company stopped using it.
2. What role do episodic and semantic memory play in the use of nostalgia marketing?
3. How is MetLife’s use of Peanuts comic-strip characters in its ads likely to affect consumers’ schemas? Would you have these characters posting on Facebook as part of the campaign? Why or why not?
Week 4: Written Assignment
For this assignment, students will address the following questions, based on Chapter 7 of their textbook.
1. Create scenarios from research or personal experience to illustrate how each of the following affect a consumer’s motivation to conduct an external search: involvement, perceived risk, perceived costs and benefits, and the consideration set
2. When would a consumer be more likely to conduct an external search by brand rather than by attribute?
3. What variables affect the consumer’s ability to process information in an external search?
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