Gobal 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.

Roll over each company name to read the description of the firm's strategy, then drop it onto the correct product and promotion strategy within the graphic.

Product Extension Strategy

Product Adaptation Strategy

Maybelline

Product Invention Strategy

Communication Adaptation Strategy

Dual Adaptation Strategy