This week we will analyze 4 Case studies in our groups. Please note the case assigned to your group:

Group 1 - Marketing Luxury goods to China Mike Peng Course Text Pg 488

CASE DISCUSSION QUESTIONS:

Using the four Ps of marketing, explain how luxury goods makers can enhance their effectiveness in marketing to Chinese consumers.

From an institution-based view, explain why Chinese luxury goods consumers emerged to become a major group of consumers of such fancy items.

From a VRIO standpoint, explain how luxury goods makers were able to capture the hearts, minds, and wallets of Chinese consumers.

ON ETHICS: If you were CEO of a Western luxury goods firm, how would you respond to a Chinese reporter who asked you to comment on the two main criticisms of luxury goods consumption in China?