Marketing Management

1.   locate one or more consumers (perhaps family members) who have emigrated from another country. Interview them about how they adapted to their host culture. In particular, what changes did they make in their consumption practices over time?

2.   Religious symbolism is being used increasingly in advertising, even though some people object to this practice. For example, the French fashion house Marithe and François Girbaud used a poster of well-dressed women posed in a version of leonardo da Vinci’s  The Last Supper:  the poster was banned

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Assume the role of market researchers who have to report to a FMCG brand manager from a multinational who is about to undertake a product launch into a new geographic area within Europe.

Draw up a list of key characteristics of European consumers that you would need to know in order to market to them. Visit the EU stats website  http://ec.europa. eu/eurostat , identify, collect and analyse relevant data, and present (with your interpretation and recommendations) this information in a usable and accessible form to the brand manager.


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