L5: Designing the Global Marketing Programme

A collection of key vocabulary terms and their definitions related to international marketing strategies.

Standardisation

The process of making something conform to a standard.

Adaptation

The adjustment of marketing strategies to accommodate the local culture and consumer behavior.

International marketing mix

The combination of marketing tools that a company uses to promote its products in international markets.

Branding strategies

Techniques used to build a brand and establish its place in the market.

Zara and Uniqlo

Two major retailers in the apparel industry with different globalisation and marketing strategies.

Key differences in international strategies

Variations in how Zara and Uniqlo operate and position themselves in global markets.

Digital platforms

Online technologies that facilitate marketing and sales processes.

Fast fashion

A business model that brings the latest fashion trends to consumers quickly and at affordable prices.

Competitive textile and apparel industry

A sector characterized by a high degree of competition among firms offering clothing and fabric products.

Environmental factors

Elements in the surrounding market that influence marketing strategy decisions.