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Advanced Marketing MKT 5301
Unit IV Journal
This journal measures ULOs 3.5 and 4.1.
The objective of this journal is to analyze how the 4Ps (product, price, place, and promotion) influence the strategic decisions of a global customer brand. Additionally, you will apply the consumer buying decision process to a new product launch, providing a concise yet comprehensive understanding of both theoretical and practical marketing applications.
Select a well-known global brand (e.g., Apple, Coca-Cola, Nike, Samsung) that operates in multiple international markets. Remember, not every global company is a brand. For example, Proctor and Gamble owns over 80 brands.
4Ps Analysis:
· Briefly discuss how the brand tailors its product offerings to meet the needs and preferences of different international markets. Focus on key aspects such as product design, features, and quality.
· Provide an overview of the pricing strategy. Discuss how pricing varies across different markets and the factors influencing these decisions.
· Evaluate the distribution strategy. Highlight the main distribution channels and logistical considerations for ensuring product availability.
· Assess the promotional strategies used by the brand. Discuss how promotional tactics are adapted to fit cultural norms and media consumption habits of different countries.
New Product Launch:
· Identify the consumer needs or problems the new product aims to address.
· Discuss how consumers might seek information about the new product.
· Analyze how consumers evaluate the new product against competing products. Examine the factors influencing the consumer’s decision to purchase the new product.
· Explore how the brand plans to ensure customer satisfaction and foster loyalty after the purchase.
Begin with an introduction. Support your journal with at least one source. Your journal must be at least two pages in length, not counting the required references page. Follow APA Style when creating citations and references for this assignment.
