Global Marketing Success and Failure
Use your textbook and the University online library to find one recent success and one recent failure in international marketing. Write an article on what makes for success in international marketing. Include the following in your article:
- For each case, describe the product or service, its domestic position, and the countries where it was marketed.
- For each case, summarize marketing activities in the foreign country.
- What were the most important reasons for the success? Explain your answer.
- What were the most important reasons for the failure? Explain your answer.
- When discussing the reasons for failure, explain what you think the company should have done differently. Be specific in your answer and give examples.
Cite all the sources of information you use. Present your article as a 2-page report in a Word document formatted in APA style. All written assignments and responses should follow APA rules for attributing sources.
Name your article LastnameFirstInitial_M1_A3.doc.
For example, if your name is John Smith, your document will be named SmithJ_M1_A3.doc.
By Tuesday, September 11, 2012, submit your article to the M1: Assignment 3 Dropbox.
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