Advantages And Disadvantages Of Standardized Marketing

Today, firms have to deal with a global marketplace; marketers have no other choice. Participation in global marketing has begun to shift from a mere “option” to an imperative. The world is becoming more homogeneous. Distinctions between national markets

The article is divided into four parts. First part focuses on the traditional perspective on international marketing strategies focusing on the dichotomy between standardization and adaptation. The second part examines key assumptions underlying the philosophy of global standardization. The third part focuses on the constraints to implementation of global standardization. The last part of the article concludes on the bases of its review that a more general approach is suitable which incorporates various degrees of standardization or adaptation strategies. It is an important article as it concludes that an effective global marketing strategy does not guarantee the marketing of standardized products and global brands worldwide. It might work for some companies but cannot work for all.

The Brand Techniques simulation is based on cosmetic company’s building of a new brand. Ca’Shara is a United States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. Ca’Shara has an established brand presence and known for quality products. The recent consumer interest in natural products has made Ca’Shara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year old health care system from India called Ayurveda. As the newly appointed Brand Manager, I will be responsible for building the new brand

(a)That the work presented for assessment in this Country Report, Amity SAP London is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged

The definition of the concept of standardization in business is hugely dependent on the nature of business activity under consideration (Roach 2007). Although the concept is easily defined in the marketing context, since it is defined in terms of the 4Ps (product, price, place and promotion), the concept is more complex when used in the context of the product choices. A multinational corporation would be forced to make a decision on whether to adopt complete standardization, which involves creation of completely new product for each geographical market or complete

When launching into this industry the new product needs to be admired by consumers, retailers and wholesalers. The advertising campaign must be able to convince merchants and retailers to stock the new brand. With the existence of Coca Cola, Pepsi and Cadbury Schweppes the new brand will have to compete for shelf space. These top competitors have already established a strong image in the customer’s mind. Merchants or retailers will acquire many risks in dedicating shelf space to the new brand. Therefore, the new brand or product must be able to provide compensation for space.

This proposal contains six different parts. 1. Introduction for brand. 2. Situational analysis, 3. Marketing goals, 4. Market STP analysis, 5. 4P’s and Marketing Mix. And then 6. Conclusion.

In this study we will prove that there is positively association between Cosmopolitanism and Global Brand Loyalty.

This subject is designed to expand your understanding of international marketing and the role of marketing in an organisation operating across international boundaries. We will examine the various factors which must be considered when

Marketing is nothing but the process to sell the product to the consumers in order to satisfy customers’ needs and to obtain profits. In today’s competitive environment, there is a necessity for many companies to be globalized, to remain in this competitive market and satisfy customer’s needs across the world.

In recent years, a number of studies have been done on cultural factors and cross culture comparisons in different areas by great researchers (such as Kim, Forsythe and Gu 2002; Sokling, S, 2004; Monika and Morven 2005). Moreover times in the previous studies have been discussed and compared cultural differences between two, or more than two nations and regions and in some cases it explains the effects of cultural factors in customer values, needs and behaviour. The research investigate the customer’s needs, beliefs and buying nature and to gain customer loyalty in two different countries. The research concluded that consumers in different cultural environments will be affected by their cultural values, needs and behaviours when choosing some brand and so retain their brand loyalty (Kim et al, 2002)

Globalisation rapidly changes marketing environment and marketplace become more competitive. It is no longer enough for company to be driven by product and technology without building customer relationship (Kotler, Adam, Denize and Armstrong 2009). Moreover, “business success is not determined by the producer but by the customer” (Drucker 1973 cited in Kotler et al. 2009, p. 4). Thus, in order to achieve organisation’s goals, marketing management needs to be flexible to adapt continuously changes of the environment.

As a market develops, consumers become more experienced and discerning and look for more benefits from the products they choose. Although some organisations ' products may appear unchanged at this developed stage of a market, the more successful businesses re-work existing brands and continue to develop new ones to meet changing consumer needs. The development of strong brands has always been a feature of the confectionery market.

The nature of international marketing strategies is the foundations of getting a better share of the0020global market. Even with the unique cultures in different communities globally, different consumer trends, different income levels and regulations, multinationals with the right marketing skills and strategies can manage to break through

Marketing concepts, processes and principles are universally applicable and the marketer’s task is the same whether doing business in different countries.