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Essay / Research Paper Abstract
This 11 page paper considers the advantages and disadvantages of adopting either a local marketing strategy or a global marketing strategy. The writer examines this by looking at three examples of each type of marketing. Companies examined include Nike, O2, T Mobile, Gillette as well as Reebok, Heinz and Freeserve. The bibliography cites 14 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TElocalm.rtf
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Unformatted sample text from the term paper:
method of crating an impression that may then be associated with the product or service, For example, when we see the golden arched of the McDonalds M we know what
the products are and will have associations and preconceptions of what to expect. This is a global brand that is recognisable in most countries, with the same message. This is
a standardised or global concept. Many companies agree that standardisation or globalisation of a brand is a good idea, and there are many examples to cite, however, not all companies
agree. Other see markets as separated by cultural differences leading to different interpretations of the marketing messages. These companies are less likely to use a single global marketing strategy or
message and will look to customise or localise any strategy that they follow. If we look at marketing that occurs within the UK we can see examples of both global
and localised marketing. Each has advantages and disadvantages. It is interesting to note that there is no empirical evidence to support either approach to international marketing (Szymanski et al, 1993)
Global Strategy If we look at global campaigns we can look at examples such as Nike, O2 and Gillett may be seen as good examples of globalised marketing strategies. If
we look at the perceived advantages then we may argue that they are seen in a similar light. If we look at the advantages and then the companies we will
then be in a position to assess any dangers or problems with thier strategies. If a company chooses to use a standardised
strategy there are many benefits, the economies of scale and a guarantee of consistency are two of the principle attractions (Levitt, 1983). This will result in a single message being
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