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LEI 3006 DL Coursework front sheet ( for essay) Assessment 2 PS1 - essay Student name: Mengjia Xu Essay title : A Comparison of Beers Marketing in the UK and China Tutor : Lidia Douglas Grade Awarded: A Very Good B Good C Sound D Some serious weaknesses F+ Marginal Fail F Fail/ Unsatis-factory Knowledge and understanding of subject material/ topic task in selecting and ordering content Evidence of research and critical appraisal in selecting and ordering content Depth of analysis of material and quality of arguments and conclusions Organisation of ideas / structure and coherence in text Accuracy of language and range of lexis Correct use of Harvard system of referencing both in text and in a bibliography Comments: THE UNIVERSITY OF NORTHAMPTON Northampton Business School LEI 3006 DL Business Communication Essay A Comparison of Beers Marketing in the UK and China By: Mengjia Xu Tutor: Lidia Douglas Word Count: 2770 Date: February 8, 2015 Table of Contents Part 1 Introduction 4 Part 2 Differences of beers marketing in the UK and China5 The differences of product5 The differences of price and place6 The differences of promotion7 Consumer behavior9 Corporate social responsibility(CSR)10 Part 3 Cultural differences impact on the beers marketing10 Universalism and specific/diffuse10 Uncertainty avoidance index 12 Affectivity/neutrality and collectivism/individualism13 Particularism13 Long-term and short- term orientation14 Part 4 Conclusion 14 Reference list16 A Comparison of Beers Marketing in the UK and China Part 1 Introduction With the continuous improvement of peoples living standard and frequent social activities in the world, beer marketing get rapid development. Beer is a kind of fast consumer goods, is very popular in the market. And demand for beer consumption is also growing. Beer has become one of the most ext