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1.  Marketers must consider the global marketing environment when determining strategy. In addition to the international trade system, economic environment, and cultural norms, what other environmental factor is a critical consideration? Use an example to...

LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the ethical issues related to diversity marketing. 2 Discuss how to address different consumer values to reduce issues in marketing. Ethical Considerations in Marketing...

Lineout If 50 is the new 30, most 50-year-olds want to look 30. Consumers in their twenties want to look like their favorite Hollywood star or Instagram influencer. New methods, procedures, and products are flooding the market to appeal to the market demand...

Relatively few recent marketing graduates think about entering the nonprofit arena. Some of the key positions in nonprofits include marketing director, event coordinator, director of development, communications specialist, and volunteer coordinator. There are...

Students who are building their résumés have always been encouraged to set themselves apart from the competition for internships, jobs, and volunteer experiences. In other words, focus on what makes you stand out from other job seekers. If you are bilingual, w...

1.  Like Nike’s marketing adaptation with “Nike by You,” other retailers offer customers individualized products. For instance, you can design your own jeans online. Brainstorm five other products that may lend themselves to customized offerings that expr...

1.  The Special Olympics offers businesses the opportunity to sponsor local, regional, national, and international events. Using what you have learned from this chapter, list three reasons why companies such as Procter & Gamble, Toyota, Coca-Cola, United ...

acculturation the process by which a person’s family cultural patterns change because of direct and constant contact with a different culture adaptation the process of adjusting a company’s work efforts, goods, or services in response to specific needs, tas...

Marketing reflects an organization’s ethics and values as it communicates, especially with current and prospective customers. Marketers have learned to adjust over time to changes in the marketplace, especially as technology, the environment, politics, culture...

LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sociodemographic marketing. 2 Explain how to market to the LGBTQIA+ community. 3 Explain how to market based on generational differences. 4 Explain how to market to consumers ...

There are ways to build skills that will help you in international markets. Consider the items shared in this chapter and consider what you might do to enhance your skills. Then write a one-to-two-page document outlining a plan for what you will do to improve ...

LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the Hispanic, Black, and Asian identities. 2 Define acculturation. 3 Explain how identity-related characteristics and factors connect Hispanic, Black, and Asian consumers. 4...

LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define culture. 2 Explain the difference between tangible and intangible cultural objectives. 3 List the main elements through which culture is expressed. 4 Describe Hofstede’s cultu...

LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define diversity marketing, multicultural marketing, and sociodemographic marketing. 2 Explain why diversity marketing is needed in today’s marketplace. 3 Explain the importance of di...

LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marketing standardization. 2 Define marketing adaptation. 3 Explain when to use diversity marketing as an adaptation strategy. Standardization Strategy Defined To meet ...

Figure 8.1 Diversity marketing is an adaptation strategy in which companies tailor their marketing mix (price, product, place, and promotion) to meet the preferences of targeted populations. (credit: modification of work “Diversity Quilt” by OregonDOT/flic...

1. “Company Timeline,” Starbucks Stories & News, Starbucks, January 24, 2019, https://stories.starbucks.com/press/2019/company-timeline/. 2. “’Tis the #PSL Season Again!,” Starbucks Stories & News, Starbucks, August 27, 2021, https://stories.sta...

Timmy Global Health Founded in 1997 by Dr. Charles (Chuck) Dietzen, Timmy Global Health has a mission to empower communities to address health disparities in a sustainable way. For over two decades, Timmy has supported care sites across four countries in La...

Part of the International Trade Administration, Export Assistance Centers (found in the United States, Europe, the Middle East, Africa, and Asia) help US-based businesses plan, develop, and execute international strategies to succeed in today’s global marketpl...

1. Procter & Gamble, A Common Goal Drives Our Aspirations: P&G and the Hispanic Community, n.d., https://www.pg.com/images/company/who_we_are/diversity/multi/Hispanic%20Corporate%20Brochure%20-%20English.pdf. 2. OWN, “OWN and P&G Present: Widen ...