Introduction
In recent years, considerable attention has been focused on the debate over global versus localized marketing strategies for firms competing in international markets. In this assignment, we are going to analyze the debate over global versus localized marketing from a cross-cultural consumer behavior perspective. We also discuss the type of products or services for which a global marketing and advertising strategy whether is it appropriate or not. 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 marketing strategies for one or more of their products or services. We will also discuss the consumer behavior factors that necessitate the use of a localized strategy by McDonald.
Global Versus Localized Marketing Strategies
A truly global marketing strategy would aim to standardize some elements of the marketing mix across the world, while customizing......
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Approximate Word Count: 3100
Approximate Pages: 12 (260 words per double-spaced page) |