CONSUMER BEHAVIOR to new market/ Memory and Forgeting

  TASK ONE Making reference to the main components of culture critically analyse and evaluate how they might affect the marketing mix of a Scottish baby food manufacturer when expanding out of its home country to set up manufacturing and marketing operations in Abu Dhabi (UAE). For the selected company you are required to assess the importance of five of the main components of culture such as language, religion, norms, artifacts, symbols, rituals and food preferences, drawing out the dynamics of self-reference criteria, marketing research, standardization and/or adaptation for the new market. TASK TWO Memory and Forgetting are two important perceptual constructs in Marketing, and Consumer Behavior in particular. In recent times Unilever changed the brand name of its popular household cleaning cream from "lir to "Cif", and in the 1990s "Opal Fruits" became "Starburst". Critically analyse the usefulness of the two constructs to marketing planning, re lating them to a brand name change for a product or company of your choice, evaluating how such a change can impact marketing performance. CONSIDER THIS PLAN PLS QUESTION 1 - Components of culture, language, food, artifacts, symbols, norms, mores, rituals, customs (Explain and give examples) - Discuss how culture can break Marketing mix - The challenges of new market - BABY FOOD: key issues, factors to consider, peculiarities of UAE market QUESTION 2 - Memory and forgetting as perceptual constructs - Their role in brand recognition, brand loyalty, effectiveness of marketing communication - Memory and forgetting models diagrams and frameworks - Proactive inhibition Example