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MKT 562 Week 3 Establishing a Presence in Global Markets Worksheet
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Resource: Global Marketing, Ch. 6
Read Case 6-2 Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets on page 207.
Complete the attached worksheet in 500- to 1,000-words in which you provide detailed answers to the following discussion questions at the end of the case study. Utilize outside source material to support your ideas, and include analytical data specific to this study.
§ Describe Whirlpool’s global marketing strategy. Does Whirlpool use an extension product strategy or an adaptation product strategy?
§ What is the primary reason people buy and own major appliances such as a washing machine? Is there a secondary reason as well?
§ What are the key lessons to be learned from Whirlpool’s experience in emerging markets?
Cite at least three outside references in addition to your textbook.
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