Consumer Behavior and Building Marketing Strategy

Resource: Consumer Behavior: Building Marketing Strategy, Ch. 15

Utilize the same product/service that your team chose for Week 3.

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Prepare a 15- to 20-slide Microsoft® PowerPoint® presentation with speaker’s notes illustrating your cross-cultural, Internet, mobile, and social media marketing strategy:

Include the following in your presentation:

  • (CHINA)Choose a country where you will introduce your product/service after you have introduced it in the United States.
  • Review how you will incorporate at least four of the following international considerations into your decision to enter this country:
    • Is the geographic area homogeneous or heterogeneous with respect to culture?
    • What needs can this product/service or a version of it fill in this culture
    • Can enough of the people needing the product/service afford it?
    • What values or patterns of values are relevant to purchase and use of the product/service?
    • What are the distribution, political, and legal structures for the product/service?
    • In what ways can we communicate about the product/service?
    • What are the ethical implications of marketing this product/service in this country?
  • Develop a strategy to initiate and maintain an online community and social network.
  • Choose one specific online network site (Facebook, Flickr, Instagram, YouTube, etc.) and discuss how you will interact with consumers with this network site.
  • List the different methods that will be a part of your online marketing strategy to drive your information to consumers, as well as drive consumers to your information.  Why did you choose these methods?
  • Discuss how mobile search will be a part of your overall marketing strategy.  Based on a recent study of mobile phone users by Experian (p. 532 in textbook), five segments of mobile phone users exist: (1) Mobirati, (2) Mobile Professionals, (3) Social Connectors, (4) Pragmatic Adopters, and (5) Basic Planners.  How will you use these segments and their characteristics in information search and purchase?
  • Develop a strategy for managing your online word-of-mouth (WOM). How will you initiate and gather word-of-mouth for your product/service?

Format your presentation consistent with APA guidelines.

Click the Assignment Files tab to submit your assignment.

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