Why is it important for marketers to understand cultural swings

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.

Module 1 Readings and Assignments

Early in the week, complete the following:

· Read the online lectures for Module 1

· From the textbook, International marketing, read:

· The scope and challenge of international marketing

· The dynamic environment of international trade

· From the Internet, read:

· Bureau of Economic Analysis, U.S. Department of Commerce. Retrieved October 26, 2007, from http://www.bea.gov/international/index.htm#services.

· World Trade Organization. Retrieved October 26, 2007, from http://www.wto.org.

Assignments Summary: Module 1

Due Dates

Assignment 1: Sharing Experiences—Autobiography

Thursday, September 6, 2012

Assignment 2: International Financial Institutions

Saturday, September 8, 2012

Assignment 3: Global Marketing Success and Failure

Tuesday, September 11, 2012

Module 2 Readings and Assignments

Early in the week, complete the following:

· Read the online lectures for Module 2

· From the textbook, International marketing, read:

· History and geography: The foundations of culture

· Cultural dynamics in assessing global markets

· Culture, management style, and business systems

· From the Internet, read:

· CultureGrams Online http://www.culturegrams.com/ (for-fee databases)

Assignments Summary: Module 2

Due Dates

Assignment 1: Target Foreign Market

Sunday, September 16, 2012

Assignment 2: Course Project Task 1

Tuesday, September 18, 2012

Module 3 Readings and Assignments

Early in the week, complete the following:

· Read the online lectures for Module 3

· From the textbook, International marketing, read:

· The political environment: A critical concern

· The international legal environment: Playing by the rules

Assignments Summary: Module 3

Due Dates

Assignment 1: Industry Readiness for Going Global

Monday, September 24, 2012

Assignment 2: Course Project Task 2

Wednesday, September 26, 2012

Module 4 Readings and Assignments

Early in the week, complete the following:

· Read the online lectures for Module 4

· From the textbook, International marketing, read:

· Developing a global vision through marketing research

· Emerging markets

· From the Internet, read:

· Gikandi, D. (n.d.). International marketing research on the Web. 4hb.com. Retrieved September 10, 2007, from: http://www.4hb.com/0111intlmarkresrce.html

Assignments Summary: Module 4

Due Dates

Assignment 1: Going Global

Sunday, September 30, 2012

Assignment 2: Course Project Task 3

Wednesday, October 3, 2012

Module 5 Readings and Assignments

Early in the module, complete the following:

· Read the online lectures for Module 5

· From the textbook, International marketing, read:

· Global marketing management: Planning and organization

· Products and services for consumers

· Products and services for businesses

· From the Internet, read:

· IMRI Research http://www.imriresearch.com/

· Global 100 http://www.global100.org/2005/index.asp

Assignments Summary: Module 5

Due Dates

Assignment 1: Marketing Strategy Analysis

Friday, October 5, 2012

Assignment 2: Multi-Domestic and International Marketing

Sunday, October 7, 2012

Module 6 Readings and Assignments

Early in the module, complete the following:

· Read the online lectures for Module 6

· From the textbook, International marketing, read:

· International marketing channels

· Exporting and logistics: Special issues fur business

· Integrated marketing communications and international advertising

· From the Internet, read:

· Office of the United States Trade Representative http://www.ustr.gov/

Assignments Summary: Module 6

Due Dates

Assignment 1: International Trade Unions

Monday, October 15, 2012

Assignment 2: Course Project Task 4

Wednesday, October 17, 2012

Module 7 Readings and Assignments

Early in the module, complete the following:

· Read the online lectures for Module 7

· From the textbook, International marketing, read:

· Personal selling and sales management

· Pricing for international markets

· From the Internet, read:

· Internet Trade Bureau http://internettradebureau.com/

Assignments Summary: Module 7

Due Dates

Assignment 1: Internet and Marketing

Saturday, October 20, 2012

Assignment 2: Sales and Marketing Personnel

Sunday, October 21, 2012

Module 8 Readings and Assignments

Early in the module, complete the following:

· Read the online lectures for Module 8

· From the textbook, International marketing, read:

· Developing global marketing strategies

Assignments Summary: Module 8

Due Dates

Assignment 1: Course Project Final Submission

Friday, October 26, 2012

Assignment 2: Course Project Presentation

Friday, October 26, 2012

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