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Solution Library
Application of branding behaviour by international marketers
Question
1) Read the article in this link. The article has good insight into brands behavior. Explain how international marketers are currently using various branding techniques.
2) The table below provides data on several countries within the OECD group regarding distribution and population. You are to play the role of an advisor to a client. Your client is a major Brazilian shoe manufacturer, specializing in women’s shoes in the mid-fashion range. That is, the shoes tend to be well made and stylish, but not very expensive in the marketplace. This client has received the data and is asking for your comments and analysis on its plans to enter the European market. Examine the table and write a brief essay explaining what the numbers probably mean and what impact they would have on a European distribution strategy.
Country No. of Retailers Population (m) Retailers per capita
Australia 177,689 19.91 8.92
New Zealand 22,740 3.99 5.70
France 427,352 60.42 7.07
Germany 274,195 82.42 3.33
Italy 703,570 58.06 12.12
Netherlands 78,935 16.32 4.84
Spain 531,113 40.28 13.19
Sweden 57,494 8.99 6.40
Czech Republic 134,025 10.25 13.08
Slovakia 4,522 5.42 0.83
United Kingdom 200,572 60.27 3.33
United States 618,042 293.03 2.11
3. The article below is gleaned from a website – the citation is at the top of the article with the author. Using all the materials available through the course, prepare an essay that discusses the author’s main point in the context of International Marketing. In particular, discuss the data presented in the table and how that will impact the strategy of companies engaged in International Marketing. https://chiefmartec.com/2012/07/we-are-the-1-of-global-marketing-spend/
Summary
These questions belong to Marketing and they are about branding behavior and how branding behavior is used by international marketers in the development of brand image. Recent developments such as mobile internet is having a great impact on online shopping and hence, many marketers are looking towards online and particularly, mobile marketing. The solution has more details.
Total Word Count 2535
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