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Thinking Through Marketing Strategy
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Thinking Through Marketing Strategy
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Pretend that you are the Chief Marketing Officer at Alibaba.
- Provide an example of how Alibaba works in conjunction with the Chinese government in executing its market strategies.
- Explain what “Singles Day” is in China, and how that particular holiday is important to Alibaba strategy.
- Explain how Alibaba uses Tmall to attract American partners.
- Marketing Mix Exercise:
Outline a detailed marketing strategy for Alibaba that will help them penetrate the US market.
