Global Marketing Program

This activity is important because managers face the difficult task of planning, implementing, and evaluating marketing programs once

the firm has decided to compete in the global market. As marketing mangers develop the marketing program, they must balance the

cost savings of standardization against the benefits of customization.

The goal of this activity is to demonstrate your understanding of the different types of product and promotion strategies firms utilize as

part of their global marketing programs.

Group the global marketing strategy by the product and promotion. Move each label to the correct drop zone box. The notes button

next to a label provides more information.

Labels

Drop Zones

Product Extension

Product Adaptation

Strategy $(\frac{1}{5})$

Strategy $(\frac{2}{5})$

Product Invention

Strategy $(\frac{3}{5})$

Communication

Dual Adaptation

Adaptation Strategy

Strategy $(5/5)$

$($A$/$K$)$