Running head: MODULE 4 CASE STUDY 1

Module 4 – Case Study

Name

Instructor

Course

Date
MODULE 4 CASE STUDY 2

There is a way a marketer should package oneself when presenting a product to a target

market. This entails knowing more about customers' preferences in the target market. Although

the quality of the American company's product was better than that of the French company's

product, the American company could not secure the order for the product. The reason behind

this is that Americans did not try to learn the culture of Mexico. They went through with the

marketing campaign that they had planned while keeping in mind the culture of the Americans.

Americans, as a marketer, did not consider the importance of audience analysis culture. Research

shows that marketers may develop their business by utilizing culture to create more relevance,

engagement, and value for their customers. Failure to recognize the value of culture in business

growth and brand is the same as determining that the marketer is fine with being at a

disadvantageous position (De Mooij, 2019). Americans could have considered Mexican culture

rather than their culture.

Americans began the presentation on time, failed to wait for the minister to arrive during

the presentation, and maintained the separation of the after-sales service contract and the sales

contract. As a result of all of these problems coming to a head, the Mexicans were driven to

anger, and as a result, they gave the order to the French rather than the Americans.

Even though Americans were on time for the presentation, they could have waited for the

prominent people to arrive, the Mexican minister. When determining the target market, it is

important to emphasize individuals who have a higher chance of purchasing the product or

influencing its purchase. Buyers or customers in the target market are attracted to persuasive

sellers who demonstrate their products in a way that will meet their tastes and preferences. To

attain this marketing feature, marketers ought to be clear and consistent in their presentations and
MODULE 4 CASE STUDY 3

displays without delays. This implies that Americans could not have maintained the separation of

the sales contract and after-sales contract.

In conclusion, the Americans seemed to have structured their presentation and price

approach so that it would be appropriate for the culture of Mexico. They had to have a good

comprehension of the people and respect for the cultural preferences that they held. Instead of

being formal and rigid, the program ought to have been adaptable and sensitive to participants'

needs. Target audience analysis offers marketers the direction for marketing and administers

more consistency in marketer's messaging, building relations with potential buyers. The needs of

customers are more important compared to the marketers. This implies that Americans could

have conducted their presentation based on Mexicans' allocated timeframe even if they were late.

Understandably, Mexicans considered French to receive the order for a product since it was more

direct despite being less sophisticated.

MODULE 4 CASE STUDY 4

References

De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and

advertising. Sage.

Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:

Managerial guidelines for social media integration. Business horizons, 58(5), 539-549.