Before you begin, read the week 6 PPT’s and chapters 8 & 9 of the text on Consumer Culture and Micro-Cultures
- Select a company, and a product or service marketed to at least two different cultures / micro-cultures by this company.
- Cultures / Micro- cultures could be in different countries, different regions in a country, different ethnicities etc. If you are international student you may use your home country and Canada.
- Define your segmentation for the two or more unique cultural or micro-cultural group of consumers you have mentioned in part one, by using the concepts you have learned in related chapters. (Cultural dimensions, values, norms, language, ethnicity, demographics… etc.)
- Research the company website, web or other relevant reputable sources to provide examples of marketing communications (Print, digital, OOH, mobile etc.) for the product / service selected, targeting the identified cultures /micro cultures. (For each segment you should provide at least 1 example)