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This paper revolves around Innovation and E-Commerce, you are required to prepare in depth Micro and Macro situational analysis of your chosen international market and appraise the extent to which the four P’s used within the domestic market should be adapted to meet the requirements. Finally, you are supposed to evaluate the usefulness to understanding consumer decision making process and give relevant examples to discuss how marketers might reduce this phenomenon in customers.
International marketing; Innovation and E-Commerce
Question 1. Prepare a detailed micro and macro situational analysis of your chosen international market. 20 marks
Question 2. With your findings from question 1 in mind, appraise the extent to which the four P’s of the traditional marketing mix used within the domestic market should be standardised or adapted to meet the requirements of the this new market place. 60 marks
Critically evaluate the usefulness to understanding consumer decision making processes of the theory of cognitive dissonance (Festinger). Use examples to illustrate how marketers might reduce this phenomenon in customers. 20 marks