Marketing and Self-reference Criterion

Executive Summary
In this assignment, I have tried to answer the assigned questions with explanation. Several online documents and books are used as guideline to refer to the subject matter. This assignment has given me an opportunity to probe in to the matter deeply. This task contains detail description on the subjects: self-reference criterion and importance of foreign sub cultural groups. This piece of work discusses the positive and negative effect of the issues on marketing plan. It explains what can and cannot happen when marketers neglect or emphasize on these matters while thinking of introducing their products to other countries. Some real life examples are also provided in the writing to make the explanation more clear.

Introduction
Self-reference criterion and sub cultural groups are two significant aspects of to be considered while making marketing plan. It is very important to learn the consumer preferences and purchase intensions before proposing new products to them. The effectiveness of the current advertising campaign also depends on marketer’s knowledge about the markets and the prospects. Self-reference criterion is the assumption that products can be successfully put on the foreign market depending on its achievement in domestic market. As we read the following sections, we will see that this concept is not right rather it is an obstacle for the business organizations that plans to enter international markets for the first time. It is more important to understand the sub cultural characteristics of the foreign market very carefully before entering in it. Marketers should understand the self-reference criterion avoid applying it and concentrate studying the sub cultural characteristics in planning for international markets.

Question A
Explain the concept of ‘self reference criterion’ and demonstrate its importance to a marketing firm planning to enter the international markets for the first time. Answer A subject to represent himself,