“eBay in Asia”

1.Analyze the key factors the have caused eBay to struggle in Japan, China, and other Asian markets to determine if these mistakes could have been avoided.

2.Compare and contrast the strategies used by Yahoo and eBay in their Asian market approach.

3.Assess what eBay’s shift to giving control of its main China operation to Tom Online signifies.

4.Formulate some additional strategies that eBay could use in the Asian market.

563. 2008 Beijing Olympics – An Advertising and PR Bonanza

MKT 505 Case 13-1 Advertising, Public Relations, and the 2008 Beijing Olympics

(Case 13-1 2008 Beijing Olympics – An Advertising and PR Bonanza)

1.Analyze the reasons why the Chinese government hired a Western public relations firm to work on the 2008 Olympics.

2.Assess the reasons why protesters and activists target events such as the Olympics.

3.Evaluate whether the opportunity to reach a global audience by advertising during the Olympics offsets the potential for bad publicity.

4.Analyze how well of a job the companies identified in this case did in anticipating and responding to the protests.


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