14 Aug Word of mouth, or âbuzz,â can be a potent and convincing means of persuasion
Word of mouth, or âbuzz,â can be a potent and convincing means of persuasion. One company that has benefitted from positive word of mouth is the Vermont Teddy Bear Company. The company has built a successful business in the United States, utilizing word of mouth generated by its Web site and satisfied usersReview the Web site for Vermont Teddy Bear and read “Revisiting Word of Mouth Communications: A Cross-National Exploration.” After your reading, write a 2- to 3-page paper answering the following questions, based on the assumption that Vermont Teddy Bear wants to expand into China:Would you continue to position the bears in China the same way they are positioned in the United States? Why or why not?What promotion strategies would you utilize to generate awareness and trial of your product? Consider all elements of the promotion mix, including sales promotion, sponsorships, direct marketing, and advertising, among others.What strategies would you follow to generate word of mouth in China? Why would this be different than it would be in the United States?What issues related to media and message might you have to consider?Finally, how might VTB use public relations to maintain positive relationships once they have entered the Chinese market?
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