How is globalization affecting international
marketing activities?Do not assume every marketing campaign is
“globalized” – or should be.Find one company that is an example your
position (that a campaign should be global, regional or local) and explain how
it matches what you have learned in this course (with citations).

Then another paragraph explaining what you think of this person post:

Globalization is the trend towards greater
economic, cultural, political, and technological interdependence among national
institutions and economies (p.364 Wild and Wild). For some companies,
they use the same or similar promotional messages or themes to market the same
product around the world while others feel that they need to change the physical
attributes to suit the different global markets (p.364 Wild and Wild).
Consumers in many different national markets demand a product that
reflects their particular tastes and preferences, depending on the cultural,
political, legal and economic environments. No matter where the company
decides to “go international,” it needs to follow the law and regulations,
cultural differences, brand and product name, and its national image (Wild and
Wild).

Coca-Cola Inc. is an example of how a
campaign should be global. Their “think local, act local” approach to marketing
allows them to relate more closely to their clients globally. According to what
have learned, they are adapting their product to the different lifestyles and
stages (unknown, Marketing Startegy for Coca-Cola). The coke that you buy here
in America is going to be different than the one in India or Japan, Coca-Cola
Inc. has a set formula but the bottlers can change the taste by adding more
sweeteners or water. This allowed them to adapt the same great product to meet
the wants and needs of a particular culture and taste(Wild and Wild).
Coca-Cola is one of the largest beverage companies, and is a global leader.
Before entering into many new markets, they research the cultural,
values, etc, to better understand the environment they were stepping into.

—. Marketing
Startegy for Coca-Cola. 8 September 2010. 10 June 2013.

Wild, John
J. and Kenneth L. Wild. International Business : The Challenges of
Globalization. Upper Saddle River: Pretince Hall, 2012.

Then another paragraph of what you think of this person post:

Globalization transforms the way some products are marketed
but not all. US Researcher Levitt argued that the world is homogeneous
and all products should be marketed the same in all countries. Red wine
was used as an example (text page 364). Some companies use
“adaptation” which is slightly changing the product to better suit
the culture/customer of the country. Haagen-Daz adjusts the sugar in its
product to suit each countries preferences (text page 366). I am using
GUESS again this week because it is a global company known for its advertising
and marketing efforts. GUESS advertising primary emphasis is on brand
image. They have maintained a high degree of consistency by using similar
themes and images including their signature black and white print
advertisements and iconic logos. The marketing initiatives include
programs with national and international contemporary publications with
expanded media efforts to include online platforms such as fashion and beauty
websites, facebook, twitter and other global search engines (Annual Report).
Loyalty programs are also a huge marketing win which will continue to be
a focus to promote the brand. GUESS has a standardized marketing concept
which markets the same “sexy, young and adventurous” denim in all
countries (text page 364). The GUESS brand iconic red triangle is the
company’s most valuable worldwide asset (text page 366). The name GUESS
was founded from a McDonalds billboard that had the word “Guess” in
it and the founders thought that anyone could say the word “guess”
and so the GUESS brand was on its way (text page 367).

Attachments:

wEEK-11.docx