Assignment Instructions
1. Review Table 16.1: Questions to Address to Configure the Marketing Mix.
2. Select any one of the questions in the table to research.
3. Based on your reading and outside research, prepare a 2, double-spaced, page response to the following:
Introduction
In Assignment 8, you will assess measurement techniques used by international businesses to evaluate strategies.
Assignment Instructions
1. Review Table 16.1: Questions to Address to Configure the Marketing Mix.
2. Select any one of the questions in the table to research.
3. Based on your reading and outside research, prepare a 2, double-spaced, page response to the following:
· How can international businesses use any one of the three core applications below to evaluate strategies for addressing your chosen question?
· Descriptive Analytics
· Predictive Analytics
· Prescriptive Analytics
· Include a graphic from your research that illustrates your response.
Submit your paper as a single MS Word formatted document by the posted due date.
Requirements
· Length: at least 2 double-spaced, 12 pt. font pages, not including title and reference page(s).
· Do not paste quoted content into your paper. Paraphrase your sources.
· Use in-text citations to distinguish every idea that you take from your research.
· On your reference page, list the author, date, and title of each source used in your paper. Provide links or page numbers where it can be found.
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Introduction 1 Global Marketing, Business Analytics, and R&D Can reduce costs of value creation and add value by better serving customer needs in the global marketplace. • Includes distribution strategy. Mass production of a standardized product can generate unit cost reductions, but ignoring country differences in consumer tastes can lead to failure.
Globalization of Markets and Brands Globalization of World Markets Theodore Levitt: world markets are becoming increasingly similar, making it unnecessary to localize the marketing mix. May be true for bulk industrial products, but not necessarily for consumer products. • Consumers may prefer local options if they exist. Trade barriers and differences in product and technical standards also limit the ability of firms to sell a standardized product to a global market.