1. Imagine that you are the marketing director at a multinational food production company. Your most popular product is an ultra-high energy drink, Bull Power Energy Drink, which costs approximately 20% more than competitor products due to its use of mostly organic and all-natural ingredients. Currently, the beverage is extremely popular in North and South America, with approximately 75% of your customers being middle-class males between the ages of 25 and 40. You have some market penetration in East Asia, but this is concentrated primarily in Japan and South Korea.

You are considering introducing your product in China. Your CEO has asked you to write a briefing note examining the various factors that your firm should be considering in preparation for this market entry. In particular, she wants to be sure that the demographics support this plan and wants some clarity about what cities or regions might make the most sense as potential validation sites (areas where the product can be tested for consumer interest). "This might require you to do some research," she tells you. "Don't go overboard - just some basic online research that can help us wrap our heads around this." What do you tell her?