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Instruction: Read and do the following. (5 pts each) 1. Outline the principal activities of marketing. 2. Differentiate between international marketing and domestic marketing. 3. Outline the key stages in international marketing. 4. Specify the key elements in the international marketing mix and discuss how to balance them. CASE ANALYSIS: Variations in the international marketing mix International businesses are increasingly aware of consumer differences between countries and regions, even when these consumers otherwise have similar profiles (e.g. in terms of age, income, occupation). As a result, businesses which aspire to a global marketplace, are devoting more resources to identifying these differences before selecting the appropriate international marketing mix for that country or region. Regina Maruca (2000) has reported on some research led by Dawn Lacobucci of Northwestern University's Kellogg Graduate School of Management. This research tries to get behind the cultural differences that might skew consumer responses to identical surveys in different countries. In other words, the research seeks to identify differences in consumer behaviour that are 'real' rather than 'apparent' as between nations and regions. In a recent test of their model, the researchers found important differences between consumers in four major geographical market segments (namely Asia, Latin America, northern Europe and southern Europe) in rating the products and services of a given company: price was seen as a key indicator of quality in Asia, northern Europe and southern Europe, but not in Latin America; product quality was seen as driving a company's repeat purchases in Asia, northern Europe and Latin America, but not in southern Europe; product after-sales service was seen as influencing repeat purchases in Asia, Latin America and southern Europe, but not in northern Europe; product 'value for money' was only seen as driving repeat purchases in Latin America; promotion was seen to have most impact on repeat purchases in Latin America and Asia, and least impact in northern Europe and southern Europe. (Here the number of sales representatives was used as a proxy variable for promotion in the sales of a given product in the different areas.) Lacobucci concluded that 'companies that probe deeper to figure out what their global customers are thinking and feeling stand to create smarter branding strategies'. Questions : 1 If you were devising a marketing mix for selling the company's products used in the survey in northern Europe, where might you place the emphasis? 2 What other factors might play a part in adjusting the marketing mix between different nations and regions