Option #1: International Marketing Research at the Mayo Clinic

http://highered.mcgraw-hill.com/sites/dl/free/007352994x/862122/case_3_1_International_Marketing_Research_at_the_Mayo_Clinic.pdf.

Assume you are the new marketing vice president at the Mayo Clinic. The CEO and the board have decided to expand their international sales revenues by 100 percent over the next five years. Write a business formatted memorandum to your staff (see reference in required readings to correct business memorandum format). This should minimally include the following:

  • Begin with an overview of the state of affairs with respect to Mayo Clinic and its international markets.
  • Explain the research that will be needed to support this research strategy. Be specific about sources of secondary data and the best places and media for gathering primary data.
  • Explain the rationale for this type of research strategy.
  • Distinguish the contributions of your staff through your ideas and the solicitation of their ideas.

Your memo should be well written, 2-3 pages, and conform to CSU-Global Guide to Writing and APA Requirements. Since this is a memorandum, it can be single-spaced following traditional business memo format (see Purdue OWL required reading). Use at least 3 scholarly references beyond the text case/course text itself. The CSU-Global library is a good place to find these references.

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