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National cultures are often described as if they were homogenous in spite of notable regional...

Week 11 Sub Cultures in Domestic Market
(Q15) National cultures are often described as if they were homogenous in spite of notable regional differences Research a western multi cultural society showing how marketers have targeted different cultural segments.
(Q16) Examine the various subcultures found in the UK or US. Do subcultures such as age (generation y; generation X; Baby Boomers) show similar consumer behaviour patterns with similar age groups across other markets.
Week 12 Cross Cultural Marketing Research
(Q17) What is cross-cultural analysis? How can a multinational company use cross-cultural research to design each factor in the marketing mix? Illustrate your answer with examples.
(Q18) Examine some of the MR issues that a marketer from the United Kingdom would need to consider when conducting research in a less developed country. Give a range of examples of how these changes will have an impact on each part of the research process.
Extra seminar question if needed due to student numbers: The first 18 questions should be used before these questions can be released.
(Q19) To go in Week 9... Carry out research into the role of women in two different societies that differ on cultural dimensions. Are women depicted differently in advertising? Give a range of examples.

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May 14 2020 View more View Less

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