Week 4
Utilizing the REQUIRED text:
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson.
Assignment: The Impact of Culture on Consumer Behavior
Read the article “The kingdom inside a republic” about Disney’s initial transition into Europe. Explain the implications of successfully transitioning an American product to a new culture. Address the following in your paper:
a. Why did Euro Disney, also called Disneyland Paris, initially fail when the theme park opened in 1992?
b. How did marketers revise their strategies to better fit the culture?
c. Research and provide an overview of a different product that made a successful transition to a new culture.
d. How did the Marketers gauge consumer behavior to make the transition successful?
The paper should be four to five pages long, excluding title and reference pages, with at least two scholarly references, one being your text and a minimum of one from the Ashford Library. The paper should also reflect proper APA format and style and integrate resources and concepts from the learning with in-text citations to support the writing.
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Grading Criteria The Impact of Culture on Consumer Behavior 7 points |
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Content Criteria |
Weight |
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The written assignment explains the implications of successfully transitioning an American product to a new culture. |
2 |
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The written assignment answers the following question: Why did Euro Disney, also called Disneyland Paris, initially fail when the theme park opened in 1992? |
1 |
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The written assignment provides an overview of a different product that made a successful transition to a new culture and discusses how marketers gauged consumer behavior to make that transition successful. |
1 |
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Writing Skills |
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The written assignment demonstrates correct grammar, spelling, and punctuation. |
.5 |
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Research Criteria |
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The written assignment provides at least (2) scholarly sources, one being from the text and the other from the Ashford University Library. |
1 |
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Style Criteria |
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The written assignment is four to five pages in length, excluding title and reference pages. |
1 |
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The written assignment is written in accordance with APA style as outlined in the Ashford Writing Center. |
.5 |
