Assignment 3: Cross-Cultural Marketing and International Marketing

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Assignment 3 – Cross-Cultural Marketing and International
Due Sun Dec 10 @ 8:59 pm PST • 20% weight
Assignment Overview
A primary goal of target market analysis is to examine cultural expectations of a target audience
so that messaging will resonate with potential customers. In our course we demonstrate the
profound impact cultural context has on consumer behavior and marketing strategy. Likewise,
we learn that cultural insight is leveraged locally and abroad to engage target markets with
culturally customized promotional content. This week, we focus on the impact of cultural
expectations on International Marketing strategy.
This assignment will involve: 1) conducting research to evaluate and define the two cultural
approaches to International Marketing explained in our readings (Low vs. High Context
marketing) and 2) applying the understanding of two marketing strategies by selecting,
analyzing and taking screenshots of two international corporation home pages. These company
websites will be categorized as either High Context or Low Context and the URLs will be
Assignment Instructions
For this Assignment, the goal is to generate an MS word document (12-point font, double
spaced) that completes the two objectives outlined below. The overall length of this assignment
should be 1 paragraph of text (2 – 4 sentences; not including references) and two screenshots.
Be sure to include at least one APA style citation from this week’s readings into your
assignment and be sure it is listed in an APA style references section at the end of your
Objective 1) In a succinct paragraph comprised of 3 – 5 sentences: A) analyze and define what
is meant by Low vs. High Context marketing strategies as explained in our readings this week.
Be sure to clarify what distinguishes High Context promotional content (and websites) from
Low Context promotional content and websites B) briefly explain how cross-cultural marketing
is applied toward international marketing.
Objective 2) Select two contrasting language specific or country specific websites of successful
international corporations. Select one site that represents Low Context marketing and one that
represents High Context marketing. Take a screenshot (press and hold command/shift/4) of the
home page for each example you choose and label the screenshot as either High or Low
Context. Remember that international corporations often have more than one website and that
you will want to choose a company website that provides the option to select the version of the
site you choose to view. This selection is often based on language preference or Country
preference. For example, if you visit the website for Exxon
Mobile, you will see an option in the upper right corner to
“select country”. So, if you chose Exxon as your company, you could take a screenshot of the
U.S. site and one of the Chinese site as examples of Low vs High Context marketing strategies.
Be sure to clarify the company websites you are using for your screenshot classification by
including the URLs of the sites with your submission.

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