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Help me study for my Marketing class. I’m stuck and don’t understand.
MKT-476 Integrated Marketing Communications
W6 - East Meets West. A Cross-Cultural IMC AnalysisEast Meets West. A Cross-Cultural IMC Analysis
Two Parts to this assignment:
Part I:
Answer the DQ in 50 words or more (be specific):
What are some strategies that an American company could use to minimize negative reactions to their products in other countries where there are some anti-American feelings?
Professor Note:
Well... this should be a fun one given the events of the last year!
In thinking about this however, try to step back and consider why anti-American feeling might exist and please try to go beyond the most recent events, and think about other causes of anti-American sentiment in various places around the world.
Remember that we were a colonial power in the Pacific, for example.
In Latin America, who did the US historically support?
How have American companies behaved overseas in terms of production, labor treatment?
How do American tourists behave? (If you have been able to observe that.)
Part II:
Review this week’s required reading: “Marketing tradition-bound products through story-telling: a case of a Japanese sake brewery”.As you read the article consider the different marketing communication components employed by the sake brewery and how they are integrated.
Read the textbook case study “The Japanese Steakhouse Experience” on page 117 in the textbook.
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