Marketing Management

Harrison and Hedley’s Marketing and Selling to Chinese Businesses (www.b2binternational.com/publications/chinese-marketing-selling/) outlines the key differences in B2B advertising and sales communication in the Chinese market. Read the material and then prepare a short briefing document for a global client wanting to do business in China. How does it differ from other markets? What are your suggested methods to maximize success and potential profits?

1. Singapore Nautilus is a quarterly corporate magazine published by the Maritime and Port Authority of Singapore (www.sphmagazines.com.sg/magazines/singapore-nautilus). In the role of an agency contracted to double their advertising revenue, profile the types of businesses that should be targeted.

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2. Go to the authors’ website at www.clowbaack.net/video/ads.html and watch the two television ads for NOLA The Times-Picayune, which is the New Orleans newspaper. Which TV ad did you like the best? Why? Why would a newspaper, such as The Times-Picayune, need to advertise on television?

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