Topics

• One: Write an essay on how culture can influence consumer behavior in international marketing. Please refer to key concepts of culture and use relevant examples in your discussion where possible.
• Two: Please outline the market research process and discuss the different stages. In your essay, please refer to the specific challenges of conducting market research internationally.
• Three: Discuss the drivers of globalization in the world economy that enable countries to have a greater degree of interconnectivity. With globalization comes marketing complexity so please discuss the factors that create international marketing complexity in a globalized world and use relevant examples to illustrate your answer.
• Four: “One of the cornerstones of a firm’s marketing strategy in any market is the development of an appropriate product positioning plan” (Johansson & Thorelli, 1985, p57). What are the steps for the implementation of international positioning and what factors must firms take into consideration in this process? Please use examples where possible to support your answer.