Globalization is transforming the way some products are marketed internationally. Some companies implement a global strategy that
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Globalization is transforming the way some products are marketed internationally. Some companies implement a global strategy that uses similar promotional messages and themes to market the same product around the world. Those companies can reduce production and marketing costs by standardizing the physical features of their products and marketing strategies. Others, utilizing a multinational strategy, find that their products require physical changes to suit the tastes of consumers abroad. Consumers in different national markets demand products that reflect their tastes: cultural, political, legal, and economic environments affect consumer preferences and industrial buyers worldwide. Certain products do appeal to practically all cultures. What types of products do you think would be most conducive to a standardized production andor marketing approach? Do you think product standardization is more likely when nations share the same level of economic development?
Related Book For
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr
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