Before a marketing manager can determine if it is necessary to adjust to the environment or to determine what adjustments would be appropriate, it is necessary to understand the environment. This is particularly true of the culture of a country.While students frequently encounter difficulties in obtaining cultural information, the problems almost always can be overcome in a satisfactory manner. The information suggested in the outline provided in the textbook deals with some of the key aspects of the culture and is relevant to the latter part of the project involving the development of the marketing plan. Throughout the Country Project, students are encouraged to report the facts which they have identified and to analyze the facts in terms of likely marketing implications of such information.As a final task in preparing the cultural analysis report, students are asked to write a one to two page (maximum length) essay on “what it is like to be a citizen of” the country under study. The purpose of the essay is to force the students to reflect on the country’s culture as a whole and to draw together their observations.NOTE: The outline is a checklist of what you could include in your report. If you want you may use bullet points. However, you must write in complete sentences. Section headings are encouraged as this helps me easily identify the focus of individual sections of your report. At the conclusion of this outline you are asked to write an executive summary. However, instead of the executive summary, I am asking you to write an essay on “what it is like to be a citizen of” the country under study. The length of the report is as follows: Answers to Outline Questions (found in your textbook p. 625 see “The Country Notebook): 3-4 pages not including references; followed by an essay of 1 page “what it is like to be a citizen of” the country under study; conclude with references. While researching your country project you will obtain a large amount of information from a variety of sources. Your job is to condense and only keep what is important as I stop reading after 4 pages!
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