Marketing Management

According to Nielsen, the majority of people are willing to pay more for foods with health attributes: 94 percent in Latin America, 93 percent in Asia- Pacific, 92 percent in the Middle East and Africa, 79 percent in Europe, and 80 percent in North America. Research your own country and summarize the following:

a. Trends in healthy eating

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b. Approximate price differential

c. Whether they are locally or globally supplied

Brands will often focus on cognitive, affective, or conative triggers. In each of the following cases, identify which of the three is being used to appeal to consumers. Explain why.

a. International Red Cross and Red Crescent Movement (www.ifrc.org)

b. Aunt Bessie’s (www.auntbessies.co.uk)

c. UNIQLO (www.uniqlo.com)

d. IKEA (www.ikea.com)

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