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Essay / Research Paper Abstract
In Different Countries This 4 page paper looks at how and why firm need to vary their marketing when working with international brands. The issue of different culture and markets is used to examine the ways that brand image and marketing may be changed between countries. The bibliography cites 7 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEintbrands.rtf
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Unformatted sample text from the term paper:
which are marketed carefully with a customized rather than a standardized approach to the local markets. There are numerous reasons behind the benefits of adapting marketing and brand strategies for
the different markets. A single stratagem may be seen as insensitive to local needs. If a standardized approach is adopted it is possible that the same message communicated in
each area will not be interpreted in the same way. This may be due to different interpretations of language and the literal meaning of phrases as well as different values
and customs. This was a message learned by PepsiCo the hard way when using the tag line the Pepsi Generation, which in one areas indicated that the drink would be
able to bring ancestors back to life (Kotler, 2003). This was a case of the literal interpretation having a different meaning, and as such it had to be changed and
dealt with not only the image but also changes needed on the packing where the tag was emblazoned. It is not only the issue of language and interpreting the
language, but also differing marketing conditions and environment that producing different attitudes, segments and market structures as well as diverse economic conditions which means that more positive responses that may
be gained in the different areas where there is a strategy that allows for these differences (Douglas and Wind 1987). Different countries may have different segments of consumers and
a diverse range of social and economic factors and classes, this may mean very different profile customers, or different proportional size of the potential target market segments (Szymanski et al,
1993). In managing the brand the spread of the different types of consumers and the environment may requires consideration, the firm does not want to market to a target audience
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