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Essay / Research Paper Abstract
This 3 page paper discusses the way in which global marketing may influence sales of a product within a small town market. The benefits of a single standardized strategy is discusses along with the potential benefits of a strategy customized to local markets and the need way a global brand may need to compete with local products. The bibliography cites 4 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEglomarST.rtf
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Unformatted sample text from the term paper:
when looking at the impact of global branding on a small town the benefits may also be combined with disadvantages. From the perceptive of the marketer a utilitarian approach
may be argued as more effective; looking for the one best method that bring the best results for the market as a whole. Levitt (1983) argues that this strategy, known
as a standardized strategy has the economies of scope and scale as the main advantages. This will result in a single message being used to promote a brand, and the
segments attracted will be the same across any communal divides (Levitt, 1983). This may also be seen as a risky strategy, as
a single stratagem may also be seen as insensitive to local needs, and the same message may be communicated in each area, but the interpretation may be different (Kotler, 1999).
When looking at intentional examples there are a number of products which can be used as illustration, for example, in an English speaking country there may be difficulty selling krapper
toilet paper from German, and in Japan PepsiCo translated one of its tag lines, which translated to mean brings past generation to life! (Kotelr, 2003)
In considering the different interpretation that may be given to a message, as well as the different environment producing different attitudes, segments and market structures as well as
diverse economic conditions, it can also be argued that in a customization strategy; where the marketing of the brand and there message are tailored to local needs, the loss of
the economies of scale may be counter balanced by the more positive responses that may be gained in the different areas (Douglas and Wind 1987). With this approach it is
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