Learning outcome 1:
Critically investigate advanced marketing concepts, theories, contemporary issues and empirical findings
Task as per paper prescriptor:
A critical examination of the relevant literature on theory and global practice in marketing to identify current trends and discuss their implications in the New Zealand context.
Instructions:
Please write an essay along the following guidelines:
1. Analyse and critique the ‘new marketing paradigm’ concept and its implications on competition in marketing. Specifically, conduct a critical review of contemporary literature on the ‘globalisation of markets’ concept and its implications on competition in marketing.
• Explain the ‘new marketing paradigm’ concept. In your explanation, clearly show the link between ‘new marketing paradigm’ concept and competition in marketing.
• Critically analyse and compare different authors’ views on the validity and applicability of the ‘new marketing paradigm’ concept.
2. Assume a situation in which a successful global company has extended its ‘foothold’ onto the local New Zealand market. Discuss how a contemporary domestic firm (in the same industry as a global company) is likely to react to such a move by considering the following questions.
• What is the link between interfirm rivalry and market commonality?
• What is the link between interfirm rivalry and resource similarity?
• Will the domestic firm initiate interfirm rivalry?
Note: please consider any one global company and any one domestic company operating in the same industry of your choice.
3. Considering current trends in global market principle in the industry discussed in question 2 above, discuss two ways in which New Zealand domestic firms can survive and thrive.
Support your discussions with a variety of authentic resources. Please provide at least ten resources in your article. These resources must be properly referenced using the APA approach.
1. Analyse and critique the ‘new marketing paradigm’ concept and its implications on competition in marketing. Specifically, conduct a critical review of contemporary literature on the ‘globalisation of markets’ concept and its implications on competition in marketing.
• Explain the ‘new marketing paradigm’ concept. In your explanation, clearly show the link between ‘new marketing paradigm’ concept and competition in marketing.
• Critically analyse and compare different authors’ views on the validity and applicability of the ‘new marketing paradigm’ concept.
2. Assume a situation in which a successful global company has extended its ‘foothold’ onto the local New Zealand market. Discuss how a contemporary domestic firm (in the same industry as a global company) is likely to react to such a move by considering the following questions.
• What is the link between interfirm rivalry and market commonality?
• What is the link between interfirm rivalry and resource similarity?
• Will the domestic firm initiate interfirm rivalry?
Note: please consider any one global company and any one domestic company operating in the same industry of your choice.
3. Considering current trends in global market principle in the industry discussed in question 2 above, discuss two ways in which New Zealand domestic firms can survive and thrive.
Support your discussions with a variety of authentic resources. Please provide at least ten resources in your article. These resources must be properly referenced using the APA approach.
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