Global Marketing

Global Marketing

Spring 2015

Chapters 9/10 – Homework Assignment
Please refer to the listed cases and answer the related questions. Be prepared to discuss each question during the next class.  This assignment is worth 100 points.
1.    Case:    “Marketing to the Bottom of the Pyramid”
Marketing to the bottom of the pyramid raises a number of issues revolving around the social responsibility of marketing efforts.
a.    Please advise your opinion on whether or not it can be considered exploitation for a company to profit from selling soaps, shampoos, personal computers, ice cream, etc. to people with little disposable income.
b.    How would you market such products to avoid public perception of exploitation?

2.    Case:    “Swifter, Higher, Stronger, Dearer” and on-line reference:
http://en.wikipedia.org/wiki/Rio_de_Janeiro_bid_for_the_2016_Summer_Olympics
a.    Describe three (3) aspects of the Rio de Janeiro bid and/or presentation which were paramount to persuading the International Olympic Committee to award Rio the 2016 Summer Olympics and Paralympics.
b.    Your company will air a 30-second commercial during the 2016 Olympics. Describe your commercial and rationale for its contents.

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