Description
Resources: Consumer Behavior: Building Marketing Strategy, Ch. 15, Global and Online Marketing Strategy Grading Guide
Utilize the same product/service that your team chose for Week 3.
Prepare a 15- to 20-slide Microsoft® PowerPoint® presentation with speaker's notes illustrating your cross-cultural, Internet, mobile, and social media marketing strategy:
Include the following in your presentation:
Discuss how mobile search will be a part of your overall marketing strategy. Based on a recent study of mobile phone users by Experian (p. 532 in the textbook), five segments of mobile phone users exist (1) Mobirati, (2) Mobile Professionals, (3) Social Connectors, (4) Pragmatic Adopters, and (5) Basic Planners. How will you use these segments and their characteristics in information search and purchase?
Sample Solution