Here is the synopsis of our sample research paper on GLOBALIZATION, MARKETING PRINCIPLES AND BRAND LOYALTY. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 11-page paper examines the idea that the international marketer needs to consider marketing principles (such as brand loyalty and segmentation) to succeed. The paper provides literature to support this point. Bibliography lists 8 sources.
Page Count:
11 pages (~225 words per page)
File: D0_MTglbrlo.rtf
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Unformatted sample text from the term paper:
to stay ahead must globalize and ensure that its brand is known worldwide, while its product is perceived as helping locally. This is a difficult task, needless to say.
In this era of globalization, those in the marketing profession need to focus on "thinking globally while acting locally." They must build brand loyalty while segmenting given the behavior of
consumers. This has especially been the practice of multinational corporations (MNCs) that through building a handful of global brands, have managed to boost global competitive advantage and market dominance.
Before going any further, it is helpful to analyze what, the definition of global branding actually is. In its most simple form,
global brands are brands that pretty much look and feel in most respects the same from one country to another because of positioning, advertising, strategy and personality (Wright, 2002).
As this paper involves a literature review, it stands to reason that a good portion of this will be dedicated to literature dealing
with this particular topic. We will also include a section on methodology and research, then offer results to our literature search. LITERATURE REVIEW
A good deal of literature has been prepared on the topics of global brands and localization -- or standardization -- of global brands around the world.
One such expert, Martin Lindstrom, in his article "Global Brands: A matter of Time?" has indicated that establishing a national brand takes time, not
to mention requires an image relating to the consumers local market (Lindstrom, 2000). He asks the question -- if a brand offers a uniform identity around the world, would
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