Review the article -A Look at the e-Shopping Habits of U.S. and Chinese Millennials.ZIP

Review the article -A Look at the e-Shopping Habits of U.S. and Chinese Millennials

Review the article “A Look at the e-Shopping Habits of U.S. and Chinese Millennials”. Then:

  1. Describe how this reflects the challenges and opportunities facing the global marketer.



  • Describe at least two strategies for overcoming these challenges, and at least one strategy to seize the opportunities.



  1. Based on your readings in the textbook and this article, explain how the cultural differences impact the marketing plans and tactics in the United States and China?

  2. Locate at least one article on current international business news (e.g., Wall Street Journal, Forbes, Fortune) about e-shopping and/or international marketing and relate it to the case.

  3. Describe the framework of analysis and research approaches that can be used to assess the opportunities presented by e-shopping globally (e.g., segmentation analysis, target market analysis). Then, address the following specific aspects of research:



  • This case study used data collected from a telephone survey. Review the data and describe how useful you think this method was for this particular case study.

  • What additional method(s) would you recommend to expand on the existing data? Support your recommendation by providing an article or another case study that uses the method effectively.



  1. Describe at least one legal consideration that should be addressed when marketing internationally.


The Paper

Must be 7 double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.

Must include a separate title page with the following:


  • Title of paper

  • Student’s name

  • Course name and number

  • Instructor’s name

  • Date submitted

  • Title for each paragraph

  • Must use APA style headings to organize the paper, as outlined in the Ashford Writing Center.


Must use at least four scholarly sources in addition to the course text.
The Scholarly, Peer Reviewed, and Other Credible Sourcestable offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
Must document all sources in APA style as outlined in the Ashford Writing Center.
Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.
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