ASIAN CASE RESEARCH JOURNAL, VOL. 18, ISSUE 2, 401 428 (2014)
Asian Case Res. J. 2014.18:401-428. Downloaded from www.worldscientific.com
by MONASH UNIVERSITY on 03/08/15. For personal use only.
This case was prepared by Dr.
Seongmin Jeon of Gachon U
Office Use Only
Faculty of Business and Economics
TITLE OF PAPER:
MARKETING AND THE INTERNATIONAL CONSUMER
2 Hours writing time
THIS PAPER IS FOR STUDENTS STUDYING A
Q2. Discuss the factors to consider with regard to message structure when designing a marketing
communication message. (70 marks). Illustrate your answer with examples (30 marks)
Promotion is one of the important marketing mix which bridge the communicati
Explain the differences between business-to-business and consumer goods
marketing using the marketing mix framework. Identify and discuss the
different components of business-to-business markets.
a) Marketing of industrial goods, most commonly known as Bu
Compare and contrast market-skimming and market penetration pricing strategies and discuss the
conditions under which each is appropriate. (70 marks). Provide examples to support your answer.
Market-skimming pricing is, Setting a high price
Describe the key functions performed by marketing channel members. (30 marks). How does
each function add value to the marketing process? (30 marks). For each function, use
examples to illustrate your answer
Marketing channel is a system of mar
QUESTION 1: Adopting the role of Mr. Shin, what strategies will you use to convince top
management to accept your teams decision to build a module plant in Poland?
As the Senior Vice President of LG, Mr Shin is a part of the top management level people
1. In response to the takeover proposal from LivingSocial, is it better for TicketMonster
would be to continue its expansion throughout Korea, enter another Asian market, or
join LivingSocial whose resources, scale and reach could take TicketMonsters busi
1. What changes do you recommend Musalmah make to their product range to sustain their
domestic market share? Give reasons for your answer. (50%)
Musalmah product range has always catered their target market for Malaysian travellers
within and across the