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Read Chapter 13 – The Marketing Plan – Chapter 13: The Marketing Plan – Core Principles of International Marketing (wsu.edu)
2. Read the attached business case – Marketing to the Bottom of the Pyramid
3. Reflect upon your readings this semester.
4, Answer questions 1 and 2 at the end of the case.
4. Use your readings this semester to develop a BOP International Marketing Plan for cellphones, using the material presented in section 13.2 where the author shares:
The international marketing plan includes concern for:
a. corporate level considerations-determining the resources to be allocated
b. business level considerations, including:
i. assessment of stakeholders
ii. the situation analysis
c. functional level considerations that delineate the various activities that will achieve objectives
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