BC Education - Business Education 11 and 12: Appendix D

Sample 12: Marketing 12

Topic:

Addressing Cultural Differences in Marketing Popular Products

Prescribed Learning Outcomes:

Global Marketing

It is expected that students will:

evaluate methods businesses use to inform potential world markets of their products, services, and ideas
analyse how various cultures affect the way businesses market their products internationally and nationally

Marketing Research

It is expected that students will:

use appropriate technology to conduct, analyse, and report on marketing research

Marketing Strategies

It is expected that students will:

compare marketing strategies used to market products and services in various domestic and international market sectors
use the results of marketing research to develop an international marketing strategy
design marketing strategies to meet buyer demands in the international marketplace

Overview

The teacher developed a unit to allow students to explore and analyse the influence of culture on consumer behaviour. Evaluation was based on:

research plans
written reports
marketing strategies

Planning for Assessment and Evaluation

To introduce the unit, the teacher described several international marketing case studies. For each study, the teacher discussed with students:
- cultural, economic, and societal factors that hinder international marketing
- how marketing research has helped to identify these factors as problems
- the ways marketers adjust marketing mix elements to address these problems
The teacher then engaged students in a brainstorming session to develop a list of cultural differences that may affect how well a product does in various foreign markets. As students contributed their ideas and examples, the teacher wrote them on the board and then used the information to develop a chart that was posted on the wall for students to refer to throughout the unit. The teacher and students came up with the following factors that affect international marketing:
- demographic characteristics (e.g., income levels, average family size and composition, education, derivative products)
- social characteristics (e.g., who typically shops for this type of product)
- cultural characteristics (e.g., biasses, beliefs)
- political and legal characteristics (e.g., potential assistance or barriers to trade)
- infrastructure (e.g., transportation, banking)
- physical characteristics (e.g., climate, terrain)
- economic systems (e.g., attitudes toward business)
To extend students' understanding of how these factors influence marketing, the teacher identified several products and services and asked students to explain why they would or would not sell in various countries around the world. Then the teacher asked how students might adjust the marketing mix for each to improve marketability in some of these countries.
The teacher listed several basic (e.g., shampoo, toothpaste, cheese, tax accounting) and luxury (e.g., nail polish, breakfast snack, soft drink, house cleaning) products and services, then asked students to form groups of four. The groups selected four items or services, identified brands or companies, and gathered examples of current marketing strategies used for these in North America. Students discussed the strategies and the target markets.
The teacher had the groups develop research plans to find out where in the world they could sell their products and services. Students were encouraged to use various resources and tools to gather information about the markets in different countries. They interviewed members of various cultural groups, posed questions using Internet services, and used a variety of secondary research databases and documents to gather the information they needed.
Groups analysed the data they gathered in order to determine the marketability of each product or service in several countries. Each group then identified three countries where each product or service would not sell and three where it would sell (with some adjustment to the marketing mix). Following group discussions, each member took one of the products or services her or his group had examined and developed a short report describing reasons why it would not sell in three countries. Then each member recommended changes to the marketing mix to improve the marketability of the product or service in three other countries.
In addition to a written report, each student developed a marketing strategy to address cultural factors in one country where the product or service could be marketed with appropriate adjustments. Students presented their strategies to the class. As part of their presentations, students outlined changes to the marketing mix and explained why they believed these changes would improve the marketability of the product or service in the selected country.

Defining the Criteria

The teacher reviewed the learning outcomes for the activities, explained the requirements of each task, and discussed the criteria with students.

Research Plan

To what extent does the group:

define the research problem and identify realistic and achievable objectives for the research
develop a plan that addresses the research problem
identify the information needed and establish a strategy to gather, compile, and interpret the information
select and use appropriate print and electronic resources and tools to gather information
assign tasks to ensure the research objectives are met

Written Report

To what extent does the student:

include relevant details and facts
clearly describe the cultural factors
identify problems associated with marketing the product in the three different countries
suggest changes to marketing strategies in order to address cultural factors
use technology to present information in meaningful ways

Marketing Strategy

To what extent does the student:

describe cultural differences that necessitate changes to the marketing strategy for the product or service
develop a marketing strategy that sets out marketing mix elements for the product or service
justify choice of the strategy for addressing cultural differences
explain differences between North American marketing strategies and the strategy he or she develops

Assessing and Evaluating Student Performance

The teacher used rating scales to evaluate student performance with respect to the learning outcomes. In addition, the teacher assessed students' abilities to work collaboratively and solve problems using the reference sets Evaluating Group Communication Skills Across Curriculum and Evaluating Problem Solving Across Curriculum.

Research Plan

Criteria Rating

clearly defines the research problem and identifies realistic and achievable objectives
4  3  2  1  0

outlines a plan that clearly addresses the research problem
4  3  2  1  0

details a strategy to gather, compile, and interpret the information by:
asking appropriate questions to gather information about cultural, economic, and societal factors
describing how various print and electronic resources and tools will be used to gather information (e.g., Internet home pages; databases, including international databases; web site; library references)
outlining the processes and technologies that will be used to compile information in a meaningful and useful manner
detailing a process to relate the information about cultural, economic, and societal factors to marketing strategies for the product or service
4  3  2  1  0

assigns tasks and responsibilities among group members to ensure the research objectives are met
4  3  2  1  0

Key: 4 Criteria strongly evident; exceeds expectations.
    3 Criteria evident at a competent level.
    2 Criteria evident at a satisfactory level.
    1 Criteria minimally evident.
    0 Criteria not evident.

Written Report

Rating Criteria

A
The report reveals an effort to include additional insight into the cultural factors in three countries and relate these to the marketability of the product or service in those countries.

shows initiative to probe deeply in order to provide relevant examples and reveal subtleties in the research
provides an insightful, complete description of the cultural factors that relate to the use of the product or service in the three countries
succinctly states the problem associated with marketing the product in each of the three countries
shows creativity in resolving the problem; suggests innovative, realistic, and appropriate changes to the marketing strategy
justifies changes to the marketing strategy with evidence from the research
incorporates various technologies and information-processing tools (desktop publishing, charts, table, graphics) to enhance the presentation of ideas

B
The report reveals an effort to include detailed information about the cultural factors in three countries and relate these to the marketability of the product or service in those countries.

includes most relevant details and facts from the research
clearly and accurately describes the cultural factors that relate to the use of the product or service in the three countries
defines the problem associated with marketing the product in each of the three countries
suggests realistic and appropriate changes to the marketing strategy
accurately relates changes in the marketing strategy to identified cultural factors
uses various technologies and information-processing tools (desktop publishing, charts, tables, graphics) to present information in meaningful ways

C+
The report addressed the criteria at a satisfactory level. Includes information about the cultural factors in three countries and attempts to relate these to the marketability of the product or service in those countries.

includes relevant details and facts from the research
adequately describes most of the cultural factors that relate to the use of the product or service in the three countries
states a problem associated with marketing the product in each of the three countries
suggests changes to the marketing strategy that relate to the identified cultural factors
uses various technologies and information-processing tools (desktop publishing, charts, tables, graphics) to present information

C
The report reveals an attempt to address the criteria. Includes information about the cultural factors in three countries and attempts to relate these to the marketability of the product or service in those countries.

includes some relevant details and facts from the research
adequately describes some of the cultural factors that relate to the use of the product or service in the three countries
implies that there is a problem associated with marketing the product in each of the three countries, but may not state the problem clearly
suggests changes to the marketing strategy
uses information-processing tools adequately (desktop publishing, charts, tables, graphics) to present information

C-
The report reveals a minimal attempt to address the criteria. Includes information about cultural factors and discusses the marketability of the product or service.

includes some details and facts from the research
describes some of the cultural factors that relate to the use of the product or service in the three countries
may not recognize problems associated with marketing the product in each of the three countries
suggests changes to the marketing strategy, but these may not be suitable or may not address the problem
uses information-processing tools but may not include charts, tables, or graphics

I/F
Report is not sufficiently developed to evaluate. Student requires more time, instruction, or support to be successful.

Marketing Strategy

Rating Criteria

describes cultural differences that necessitate changes to the marketing strategy for the product or service

identifies marketing mix elements that need to be adjusted

presents an international marketing strategy that adjusts marketing mix elements appropriately to address cultural factors identified by the research

refers to appropriate marketing theory and specific cultural factors identified by the research to justify elements of the marketing strategy

explains differences between North American marketing strategies and the strategy he or she develops

Key: 5 Outstanding; criteria fully demonstrated at an outstanding level.
    4 Good; criteria demonstrated at a competent level.
    3 Satisfactory; criteria demonstrated at a satisfactory level.
    2 Minimal; criteria demonstrated at a minimal level.
    1 Incomplete; criteria not evident.

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Criteria	Rating
clearly defines the research problem and identifies realistic and achievable objectives	4 3 2 1 0
outlines a plan that clearly addresses the research problem	4 3 2 1 0
details a strategy to gather, compile, and interpret the information by: asking appropriate questions to gather information about cultural, economic, and societal factors describing how various print and electronic resources and tools will be used to gather information (e.g., Internet home pages; databases, including international databases; web site; library references) outlining the processes and technologies that will be used to compile information in a meaningful and useful manner detailing a process to relate the information about cultural, economic, and societal factors to marketing strategies for the product or service	4 3 2 1 0
assigns tasks and responsibilities among group members to ensure the research objectives are met	4 3 2 1 0

Rating	Criteria
A	The report reveals an effort to include additional insight into the cultural factors in three countries and relate these to the marketability of the product or service in those countries. shows initiative to probe deeply in order to provide relevant examples and reveal subtleties in the research provides an insightful, complete description of the cultural factors that relate to the use of the product or service in the three countries succinctly states the problem associated with marketing the product in each of the three countries shows creativity in resolving the problem; suggests innovative, realistic, and appropriate changes to the marketing strategy justifies changes to the marketing strategy with evidence from the research incorporates various technologies and information-processing tools (desktop publishing, charts, table, graphics) to enhance the presentation of ideas
B	The report reveals an effort to include detailed information about the cultural factors in three countries and relate these to the marketability of the product or service in those countries. includes most relevant details and facts from the research clearly and accurately describes the cultural factors that relate to the use of the product or service in the three countries defines the problem associated with marketing the product in each of the three countries suggests realistic and appropriate changes to the marketing strategy accurately relates changes in the marketing strategy to identified cultural factors uses various technologies and information-processing tools (desktop publishing, charts, tables, graphics) to present information in meaningful ways
C+	The report addressed the criteria at a satisfactory level. Includes information about the cultural factors in three countries and attempts to relate these to the marketability of the product or service in those countries. includes relevant details and facts from the research adequately describes most of the cultural factors that relate to the use of the product or service in the three countries states a problem associated with marketing the product in each of the three countries suggests changes to the marketing strategy that relate to the identified cultural factors uses various technologies and information-processing tools (desktop publishing, charts, tables, graphics) to present information
C	The report reveals an attempt to address the criteria. Includes information about the cultural factors in three countries and attempts to relate these to the marketability of the product or service in those countries. includes some relevant details and facts from the research adequately describes some of the cultural factors that relate to the use of the product or service in the three countries implies that there is a problem associated with marketing the product in each of the three countries, but may not state the problem clearly suggests changes to the marketing strategy uses information-processing tools adequately (desktop publishing, charts, tables, graphics) to present information
C-	The report reveals a minimal attempt to address the criteria. Includes information about cultural factors and discusses the marketability of the product or service. includes some details and facts from the research describes some of the cultural factors that relate to the use of the product or service in the three countries may not recognize problems associated with marketing the product in each of the three countries suggests changes to the marketing strategy, but these may not be suitable or may not address the problem uses information-processing tools but may not include charts, tables, or graphics
I/F	Report is not sufficiently developed to evaluate. Student requires more time, instruction, or support to be successful.

Rating	Criteria
	describes cultural differences that necessitate changes to the marketing strategy for the product or service
	identifies marketing mix elements that need to be adjusted
	presents an international marketing strategy that adjusts marketing mix elements appropriately to address cultural factors identified by the research
	refers to appropriate marketing theory and specific cultural factors identified by the research to justify elements of the marketing strategy
	explains differences between North American marketing strategies and the strategy he or she develops