investigate how the selected MCN deals with the challenges and opportunities it is facing due to cultural, political, and economic differences in any of the country it operates.

Measuring Consumer Perception

How consumers feel about your product can affect more than just their own purchases. In this age of social media, individual consumers can band together on the Internet to have their feelings heard by a huge audience. Complaints about companies go viral and can drastically affect the bottom line, but it works both ways. Buzz started by consumers can grow exponentially and can positively affect sales. Word-of-mouth has never been such a powerful tool.

Part 1: Measuring Marketing Performance

Using predominately articles from the library’s full-text databases, research how marketing performance is measured. You may rely on general research or focus on a specific industry that may advance your career. For this part, complete the following:

• Analyze 3 measures of marketing performance.
• Explain the tools used to evaluate these measures.

This part of the paper should be 3 pages in length, and you should use research from the library’s full-text databases.

Part 2: Case Studies

Using predominately articles from the library’s full-text databases, apply the concepts to the real world. This section must address the following:

• Provide a case study for each of the 3 measures discussed in Part 1. The case studies should provide a brief background of the campaign(s) and how the chosen metric either showed it was successful or unsuccessful. Each case should be at least 1 page in length.
  • Case 1 will be based on a product. Apply this to your product.
  • Case 2 will be based on a service. Apply this to your product.
  • Case 3 should include a campaign that was Internet-based. Apply this to your product.

This part of the paper should be 3 pages in length, and you should use research articles from the library’s full-text databases and other quality college-level resources.

The body of the paper should be 6 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission should be 8 pages in length and needs to include a title page and reference page.

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