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Assignment 6

The document contains an assignment for a student named Maaz Alam with student ID 27479. The assignment includes reading a chapter on culture and international marketing management and answering two questions. Question A discusses how advertising has evolved over time from simple ads to using multiple channels like websites and television. Consumers now appreciate advertising more as it provides helpful information rather than just pushing products. Question B analyzes a case study using Trompenaars' framework and suggests the company should have recognized cultural differences and educated customers on the convenience of their product while emphasizing home cooking.

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Muhammad Ali
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29 views

Assignment 6

The document contains an assignment for a student named Maaz Alam with student ID 27479. The assignment includes reading a chapter on culture and international marketing management and answering two questions. Question A discusses how advertising has evolved over time from simple ads to using multiple channels like websites and television. Consumers now appreciate advertising more as it provides helpful information rather than just pushing products. Question B analyzes a case study using Trompenaars' framework and suggests the company should have recognized cultural differences and educated customers on the convenience of their product while emphasizing home cooking.

Uploaded by

Muhammad Ali
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Student Name:Maaz Alam

Student ID: 27479

Assignment #6: Please read chapter #11 “Culture and International Marketing Management”.
Answer the following questions:

a) PoR (Point of Reflection) Question 2


b) Activity 11.2. Kindly read the activity and answer all questions at the end of the case.

Question (a)

a) 2. Although advertising has been around for a long time, techniques have certainly
evolved and the channels used have multiplied, with websites now playing an important
role alongside television and radio, the press and posters. Nowadays consumers – in
Western Europe at least – seem to appreciate advertising more than they used to. This is
because it reflects the expectations of the consumer: more and more advertising is less to
do with pushing the consumer into buying a product or service at any cost and more to do
with keeping the consumer up to date on new products and services, providing more
information and, most importantly, acting as a form of buying guide. The messages given
are also clearer, more relevant and believable.

Answer:

Advertising has been around for a long time and has been used to promote products and services
to potential customers. It has evolved over the years from simple newspaper ads to sophisticated
techniques such as television and radio commercials, websites, and posters. As technology and
platforms have changed, so have the channels and techniques used to advertise.
Nowadays, consumers in Western Europe seem to appreciate advertising more than they used to.
This is likely due to the fact that advertising has become more tailored to the consumer.
Companies are no longer just pushing products and services on consumers, but providing them
with useful information and helping them make informed decisions. Advertising messages are
often clearer, more relevant and believable, which makes them more likely to be accepted by
consumers.

Overall, advertising has certainly evolved over the years and the channels used have multiplied.
Consumers in Western Europe now seem to appreciate advertising more than they used to, as it
is more tailored to their needs and provides more helpful information. Advertising is also being
used to establish relationships with customers, rather than just pushing products and services. As
technology continues to evolve, so will the techniques used in advertising.

Question (b)

1) Analyse the case using Trompenaars’ framework

Answer:

Analyzing the case using Trompenaars framework, the main issue appears to be the difference in
cultural norms and values between the two countries. In Argentina, it was expected for customers
to purchase pre-packaged cake and dessert mixes, but in Uruguay, it was seen as a disgrace to do
so. This difference can be attributed to the cultural dimension of Universalism vs. Particularism,
which emphasizes the importance of individual vs. group values.

Question (b)

2) What should the company have done to make the launch of its cake mixes a success?
Answer:

To ensure the launch of the cake mixes is a success, the company should first recognize and
accept the cultural differences between the two countries. The company should then create a
marketing campaign that educates their customers on the convenience of pre-packaged cake and
dessert mixes, while still emphasizing the importance of home-made cakes. The company should
also focus on offering a unique product that differentiates itself from their competitors, such as
offering organic ingredients or unique flavors. Lastly, the company should collaborate with local
distributors to ensure its products are stocked in stores and readily available to customers.

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