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Essay / Research Paper Abstract
This 4 page paper looks at the way the brand Coca Cola is marketed in the US and internationally identifying factors which influence the approaches adopted by the firm. The paper then considers the way technology impacts on the marketing and the role of social responsibility and ethics in the marketing of Coca Cola. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEcokeintermark.rtf
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Unformatted sample text from the term paper:
national and in international markets, different factors will influence these decisions which may result in a standardized approach or a customized approach, or a mixed strategy known as pattern standardization;
a central theme is developed at the central head office which is adapted in the way it is communicated in the different countries; each country will have the same brand
image that is used across all the markets, but a divergent product mix and a different marketing or advertising communicating that message(Walters, 1986). When looking at
the issues that may impact a large firm, such as Coca Cola and the Coca Cola brand, which is a global brand may be used as an example. Coca cola
is a well known brand that uses a standardized message, of a thirst quenching differentiated drink, there is a standardized logo and schuss noise. However, there are many influences that
impact on the way that the marketing takes place. One of the main influences will be the culture in which the marketing
is going to take place. In the US there has been a marketing campaign for diet coke, which shows a supposed dispute between Coke and Diet Coke division of the
firm, with the Coke firm apparently taking legal action against Diet Coke, as the product tasted the same as normal Coke. This is a reflection on a culture where legal
actions is not unusual for disputes and the context will be understood, if the same advertisement were shown in other markets where there is a different culture it may not
be fully understood. Therefore, culture is an important influence, it will also indicate values that can be used and the way messages will be interpreted. Advertisements for Diet Coke, with
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