White, S. (2012). Principles of marketing [Electronic version]. Retrieved from https://ashford.content.edu
Chapter 7: Target Markets
In this chapter, we will discuss consumer buying behavior and its various influences. Key concepts:
In the targeting case study, RC Willey Home Furnishing, you will learn how this company used leading-edge analytics such as data-driven marketing and trigger marketing in order to maximize marketing efficiency.
Chapter 8: In the Environment: Actors and Forces
In this chapter, we will discuss the impacts of the global business environment in terms of cultural, technological, economic, and political factors that may either create opportunities or threats for marketers. Key concepts:
In the marketing environment case study, we’ll explore how a small Italian accordion manufacturer has survived despite the decline in the instrument’s popularity since its 1940s heyday. The secret lies in the ability to understand the impact of sociological, cultural, political, and legal factors and make the necessary adjustments in marketing approach..
Former CEO, Angela Ahrendts, on the repositioning and revitalization of the Burberry brand.
Learn about the importance of authenticity and partnerships in building a brand:
Cunningham, B. (2015, September 28).#Smallbizhowto: Authentic branding on a budget. Retrieved from http://onforb.es/1iWNGib
Tour the aisles of Target and learn how data analysis drives retail pricing, merchandising and promotional strategies:
Fishback, D. (2012). How retailers get you to buy.[Online video]. Retrieved fromhttps://youtu.be/VcGR5dPpeME
How Ikea leverages “customer listening”, brand evangelists (& sleep overs!) in their marketing:
Green, L. (2012). Behind the IKEA brand. [Onlinevideo]. Retrieved from https://youtu.be/nxbaq8aPy5g
Learn about the effects of a society’s culture on the values of its members and the six key dimensions across which it can be analyzed:
Hofstede, G. (2007). Hofstede’s dimensions of culture in international markets. Journal of Business Research, 60(2007), 277-284
A $7 million neuromarketing study reveals what really gets us to buy (& why sex doesn’t sell!):
Lindstrom, M. (2010). Buy ̵ ology: Truthand lies about why we buy. New York City, NY: Crown Books
Foreign Market Entry Podcast
As you are likely aware, your internship brand doesn’t just do business in the U.S. So, in this interactivity, we’re going to research their past entry into a foreign market. But rather than writing about it, we’re going to talk about it — by creating a short podcast.
1. Identify a specific country to analyze your brand’s entry into
2. Research your chosen market to answer these questions:
3. Identify and create proper APA citations for 3+ different sources.
4. Script (or at least outline) for your podcast.
5. Record your podcast with SoundCloud.
6. Post your podcast link and APA formatted sources to forum below.
7. Listen and react to three peer podcasts.
I Need Help! I Can Help!
Got questions about foreign market entry, SoundCloud or this assignment? Or maybe a helpful tip to share? Please post to our week 4 help forum, so others can benefit!
Do I have to use my internship brand for this assignment?
Do I have to use Soundcloud
View online tutorial
Custer, C. (2011, August 26). What’s wrong with Groupon in China? Techinasia.com. Retrieved from https://www.techinasia.com/whats-wrong-with-groupon-in-china (Links to an external site.)Links to an external site.Groupon. (n.d.). Retrieved January 25, 2016, from https://en.wikipedia.org/wiki/groupon (Links to an external site.)Links to an external site.Kumparak, G. (2011, October 31). How Groupon Is Losing China.TechCrunch.com. Retrieved from http://techcrunch.com/2011/10/31/how-groupon-is-losing-china/ (Links to an external site.)Links to an external site.Zhu, J. (2011, November 4). 4 mistakes behind Groupon’s failure in China.Techinasia.com. Retrieved from https://www.techinasia.com/4-mistakes-behind-groupons-failure-in-china (Links to an external site.)Links to an external site.
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