In Assignment 8, you will assess measurement techniques used by international businesses to evaluate strategies.

Assignment Instructions

1. Review Table 16.1: Questions to Address to Configure the Marketing Mix.

2. Select any one of the questions in the table to research.

3. Based on your reading and outside research, prepare a 2, double-spaced, page response to the following:

· How can international businesses use any one of the three core applications below to evaluate strategies for addressing your chosen question?

· Descriptive Analytics

· Predictive Analytics

· Prescriptive Analytics

· Include a graphic from your research that illustrates your response.

Submit your paper as a single MS Word formatted document by the posted due date.

Requirements

· Length: at least 2 double-spaced, 12 pt. font pages, not including title and reference page(s).

· Do not paste quoted content into your paper. Paraphrase your sources.

· Use in-text citations to distinguish every idea that you take from your research.

· On your reference page, list the author, date, and title of each source used in your paper. Provide links or page numbers where it can be found.

Introduction 1 Global Marketing, Business Analytics, and R&D Can reduce costs of value creation and add value by better serving customer needs in the global marketplace. • Includes distribution strategy. Mass production of a standardized product can generate unit cost reductions, but ignoring country differences in consumer tastes can lead to failure.

Globalization of Markets and Brands Globalization of World Markets Theodore Levitt: world markets are becoming increasingly similar, making it unnecessary to localize the marketing mix. May be true for bulk industrial products, but not necessarily for consumer products. • Consumers may prefer local options if they exist. Trade barriers and differences in product and technical standards also limit the ability of firms to sell a standardized product to a global market.