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globalisation + marketing
globalisation has allowed businesses to market (advertise, promote, and sell) their products on an international scale
... has grown many businesses due to increased recognition and profit
=> involves different marketing strategies that overall allows the marketing to succeed
awareness of the brand (trademarks)
= when a bran creates a trademark (a legally registered representation)
e.g., a logo
... can be easily recognised by consumers
(familiar brands are more likely to sell as they are chosen over less well known competing brands)
by keeping trademarks worldwide, consumers in other countries are likely to recognise the brand and trust it
e.g., apple, coca-cola, nike
(appear trustworthy and their success equates to good products)
standardisation
= refers to the practice of using the same marketing strategies and campaigns across different countries
... can be an effective approach if a company products/services have universal appeal and don't require significant customisation
it is more beneficial for a product to be marketed globally using the same strategies, rather than changing the strategy for each country
(changes = costly)
normally only ever need to change the language in order to promote the product
standardisation example
coca-cola uses standardised marketing campaign with the same slogans, logos and branding across the globe
(only not sold in 2 countries - Cuba and North Korea)
glocalisation
= tailoring marketing campaigns to specific countries or regions
e.g.,
using local languages, cultural references, imagery
different uniforms + adverts (uses national celebs)
glocalisation example
TNC's like McDonald's
... change menu depending on location, tailor it to the country
- in Muslim countries, pork is removed from menu
- in Hindu countries, beef is removed from menus
- Halal food in Muslim countries and Kosher food in Jewish
- in France, macarons and baguettes on menu
glocalisation + standardisation
apple uses a standardised product design and branding across the globe
... has a trademark name and packaging is kept the same
but
... adapts its marketing campaigns to local markets
uses local celebrities and tailors messages to appear to consumers in china