it’s important to create an efficient, results-driven marketing and advertising strategy, especially if your product will be sold internationally. global standardization in marketing is a standardized marketing approach that can be used internationally. a good example of a company that uses global standardization in marketing is coca-cola, according to university of south carolina professors saeed samiee and kendall roth. the company uses “relatively standard brands, formulations, packaging, positioning and distribution in its global markets,” the pair state in their paper entitled “the influence of global marketing standardization on performance.” by laying out a unified marketing framework that is effective across different time zones, a company can save time and money in its marketing efforts, since individual marketing strategies in each country or region are unnecessary.
by applying a global standardization to marketing, a homogenized soda campaign may not necessarily work in certain regions. a poorer country where inhabitants have less discretionary income may not respond as well to a marketing strategy that works in a more economically developed country. if you are a business owner who uses global standardization to market your product, you may also run the risk of losing out to local competitors who can tailor their goods and marketing efforts to the local population. in these type of cases it’s important to be able to adapt your global marketing tactics to specific local markets when needed. crystal vogt has been an editor and freelance writer since 2005 and has had her work mentioned on mediabistro, yahoo! in journalism from boston university and holds a b.a.
knowing who needs your product, in what form to deliver it to them, and how to do it in a way that strengthens the brand are core ingredients of awesome global marketing. if there’s no difference between the usage and understanding from country to country, a global standardization approach is practical. a large contributor to the company’s explosive global success? with over 3,200 stores in 36 countries outside of the u.s., dunkin donuts has evolved its menu to satisfy the sweet tooth of its global customers. though rezdy’s clients are australian-based, the company needs to cater to its clients’ international visitors.
in this screenshot below, you can see pearse trust posts lots of content featuring international affairs relating to the company’s practice. in 2003, mcdonald’s introduced the mcarabia, a flatbread sandwich, to its restaurants in the middle east. unger and kowitt is a traffic ticket law firm based in fort lauderdale defending drivers in the state of florida. not to mention, the brand sticks with selling an emotion that can’t get lost in translation: happiness. the screenshot above is part of spotify’s “browse” page, where you can listen not just to “country” and “hip-hop,” but also music that caters to your “workout” or “sleep” preferences.
global standardization in marketing is a standardized marketing approach that can be used internationally. this type of a global standardization strategy refers to the ability to use standardized marketing messaging and standardized global marketing is a global marketing strategy that uses the same basic marketing, . the general definition of global standardization is the ability to use standard marketing internationally. in other words, it\’s the ability for a company or business to use the same marketing strategy from one country to the next, and across various cultures. spotify is an interesting addition to your marketing strategy as it allows you to explore different content formats. it\’s a useful way to reach an engaged audience with the audio being the starting point but also expanding to video and display opportunities. brands can promote their message in different ways: audio ads.
too often, executives view global marketing as an either/or proposition—either full standardization or local control. developing a global marketing strategy is a key concern for multinational companies. the general decision is whether standardization and international uniformity has many advantages. for one, people can expect the same,
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