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Essay / Research Paper Abstract
A 5 page paper discussing the advisability of using standardized marketing for attracting a global customer base for a new helicopter skiing service to be based in Russia. The setting is 1992, and there were few such services operating in the world. Only a few existed in Europe, and they were being pressured by environmental groups to cease operations. The best services were in western Canada, literally half a world away from the home of Europeans who enjoyed the costly, intensive sport. The paper concludes that the potential market is homogeneous enough that standardized marketing is appropriate for Russki Adventures. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgStandGloba.rtf
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Unformatted sample text from the term paper:
The concept of globalization is no longer new, but it still provides more than enough questions for which there can be several acceptable answers. In the case of marketing,
the trend toward globalization and thinking in terms of the global market also raises the question of how to market goods and services around the world. If there is
one company and one product or class of products, should the approach to marketing them not be the same regardless of venue? That
too-simplistic view has created more trouble than benefit for many who have tried to market their goods in that manner. When Gerber introduced its baby foods in Africa several
years ago, it retained the same labeling pattern it has used for decades in the United States, that which featured a beautiful, smiling baby on the label. In the
regional culture, however, it was customary to picture on the outside only those things contained within the package. Consumers were horrified; Gerber was forced to change that picture to
one featuring peas or carrots instead. Fortunately for Russki Adventures, its would-be founders did not face that sort of translation trouble. Guy
Crevasse and Andrei Kakov sought to market services, namely that of high-end helicopter skiing excursions. Crevasse and Kakov needed to make the same kinds of determinations about their prospective
markets regardless of the approach that they adopted in marketing their new service. In most cases, cultural and regional differences and different views of what constitutes effective marketing can
vary greatly in the worlds regions. Then, in most cases, the product or service is entering a new market and its suppliers are
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