Global Perspective 19-1 discusses how many multinational companies have been focusing more attention on the 4 billion consumers who live in the remote, rural communities of developing countries. Discuss the challenges companies face in marketing their products to the world’s poorest consumers. How do they have to adapt their IMC programs for these countries?
Answer to relevant QuestionsWhy are so many multinational companies expanding into China? What challenges do marketers and advertising agencies face in developing IMC programs for the Chinese market?What is meant by a global market segment? Provide an example of a company that has identified a global market segment and advertises its product or service the same way around the world to this market.Discuss the Lanham Act and how it affects advertising. What elements are necessary to win a false advertising claim under the Lanham Act?The CEO of Abercrombie & Fitch has been variously characterized as either a genius for his ability to generate publicity for his company or petulant. What do you think? Support your argument.The cost of a personal sales call is very high relative to one exposure in other media, and continues to rise. Explain how effective utilization of the Internet can help bring these costs down.
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