Reference no: EM131140177

Every individual has been raised in and formed by a culture. What is valued in one culture may not be valued in another. Marketers are aware that a sound marketing strategy must take into account cultural differences. What works in marketing products in the USA and Canada may be a dismal failure in another country. Section XI in Graham's text discusses the Chinese consumer, and issues of culture and consumer behavior.

Select a scenario or case study (will email the reading document to reference too) for this assignment. Then, develop a 1300 word paper that addresses the points below. Write this as a paper, not as a series of answers to questions. In your analysis be sure to address the topics of values, barriers, customization, and strategy as means to more effectively attract other cultures and consumers.

a. Values. What are the values involved in the company's "experience"?

b. Barriers. What barriers face companies as they try to teach people to change their consumption habits of various products?

c. Customization. To what extent should companies customize their offerings to local tastes? Are there risks to extreme customization?

d. Strategy. Referring to what you learned from the readings on consumer behavior and marketing strategy, how can a company use consumer behavior to its advantage? Briefly indicate two or three elements of a marketing strategy that can be effectively used in a country like China, for instance.

Use at least three sources in addition to the textbook. APA format.