Global Marketing

Companies sometimes assume that what works in their home country will work in another country. They take the same product, same advertising campaign, even the same brand names and packaging, and with virtually no chance to try to market it the same way in another country. The result in many cases is failure. Why? Well, the assumption that one approach works everywhere fails to consider differences that exist between countries and cultures. While many companies who sell internationally are successful following a standardized marketing strategy it is a mistake to assume this approach will work without sufficient research that addresses this question. In this section resources are provided to assist companies in their global marketing efforts.

Area Coverage:

basics on how to market internationally with links to useful articles and case studies
links are provided to government agencies and other groups that will assist with export plans

Principles of Marketing Tutorials
This Topic Area is also Mentioned in the Following KnowThis.com Tutorials: Managing External Forces Marketing Research Click Here to See List of All Principles of Marketing Tutorials

Marketing Stories for Topic Area

Kraft Reformulates Oreo, Scores in China (adjusting product design to target market) Wall Street Journal (See Sub-Topic Area)
Vodka-Maker Absolut Apologizes For Ad (targeted to Mexico but sparks protests in U.S.) MSNBC (See Sub-Topic Area)
Chocolatiers Look to Asia for Growth (strategy and market statistics) BusinessWeek (See Sub-Topic Area)
What Are You Giving Away? The Challenges of Marketing in Asia Knowledge @ Wharton (See Sub-Topic Area)
Brand Managers' High-wire Act: Going Global and Staying Local Knowledge @ Wharton (See Sub-Topic Area)
The Global Market: Translating and Localizing (preparation for entering international market) Sales & Marketing Management (See Sub-Topic Area)