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... We will analyze the logic of the global marketing strategies from a consumer behavior
perspective of two companies, Samsung and Coca-cola, which using global ...
Global Marketing Strategies. Two opposite viewpoints for developing global
marketing strategy are commonly expounded. According to ...
... We will analyze the logic of the global marketing strategies from a consumer behavior
perspective of two companies, Samsung and Coca-cola, which using global ...
... needs. Other examples are Philip Morris, Harley Davidson, Benetton, all with
different Global Marketing Strategies. § The Importance ...
... can be more complicated in the global market because ... The process of marketing therefore
now involves finding the ... The mass-market strategies used in the past in ...
Submitted by shioriwa on March 20, 2008
Category: Business
Words: 1811 | Pages: 8
Views: 569
Popularity Rank: 13,900
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Two opposite viewpoints for developing global marketing strategy are commonly expounded. According to one school of thought, marketing is an inherently local problem. Due to cultural and other differences among countries, marketing programs should be tailor-made for each country. The opposing view treats marketing as know-how that can be transferred from country to country. It has been argued that the worldwide marketplace has become so homogenized that multinational corporations can market standardized products and services all over the world with identical strategies, thus lowering their costs and earning higher margins.
Localized Strategy The proponents of localized marketing strategies support their viewpoint based on four differences across countries:19 (a) buyer behavior characteristics, (b) socioeconomic condition, (c) marketing infrastructure, and (d) competitive environment. A review of the marketing literature shows how companies often experience difficulties in foreign markets because they did not fully understand differences in buyer behavior. For example, Campbell’s canned soups mostly vegetable and beef combinations packed in extra-large cans did not catch on in soup-loving Brazil. A postmortem study showed that most Brazilian housewives felt they were not fulfilling their roles if they served soup that they could not call their own. Brazilian housewives had no problems using dehydrated competitive products, such as Knorr and Maggi, which they could use as soup starters and still add their own ingredients and flair. Also, Johnson & Johnson’s baby powder did not sell well in Japan until its original package was changed to a flat box with a powder puff. Japanese mothers feared that powder would fly around their small homes and enter their spotlessly clean kitchens when sprinkled from a plastic bottle. Powder puffs allowed them to apply powder sparingly. Similarly, advertisers have encountered difficulty when using colors in certain...
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