International marketing communications

Portfolio: Dior Addict

Content

Introduction

FRANCE

I. Marketing analysis p 4
A. PESTL p 4
B. Opportunity / Threat p 4
C. Strengths / Weaknesses p 5
D. Segmentation p 5

II. Communication analysis p 5
A. Christian Dior`s image p 5
B. Mode of communication p 6
1. Basic offer p 6
a. FAB terminology p 6
2. Persuasive communication p 6
a. Target description p 6
b. Process of message transfer p 6
c. Stimulus p 6

III. Target analysis p 7
A. Culture influence
1. Power distance p 7
2. Uncertainty avoidance p 7
3. Individual / Collective p 7
4. Masculine / Feminine p 7
B. Motivation of purchase p 7
C. Nature of the motivation p 8
D. Buyer behaviour p 8
1. X, Y, Z analysis p 8
2. IDU analysis p 8-9
3. A, B, E analysis p 9
E. Buyer's prior attitude p 10......

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Title: International Marketing - Dior Addict
Approximate Word Count: 4320
Approximate Pages: 18 (250 words per double-spaced page)

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