Global Marketing Strategies and Considerations

• Elements: (installation, delivery, warranty, after sales) - (packaging, features, styling, quality, brand name) - (core benefit or service)
• Alternatives: selling as an international marketplace, modify for countries, design new products, global product
• Standardization: selling the same product worldwide
• Stan: scale production, product R&D, economize in marketing
• Adaptation: differing use conditions, government influences, consumer behavior, local competition, marketing concept
• Stan: universal brand, industrial goods, technology intensive
• Adaptation: regional characteristics, product, company considerations
• Tariff: trade barriers that restrict imports and exports through mechanisms other than the simple tariff, protect domestic
• Advantage: protectionism of domestic, increase domestic employment, boost upcoming industries
• Dis: hinder free trade, discourage competition, dampen future growth, raise of prices, trade wars

Affected by:

• local behavior, tastes, attitudes, tradition
• positioning: consumers perception of a brand as compared with competitors
• economic development: simplified versions of the product - lack of purchasing power, large package for families, cigarettes individually, t-shirts in double pack
• competitive offerings: analysis (see holes, avoid certain market) and compete with local traditional purchasing relationships
• product characteristics: consumer nondurable - sensitivity to differences in national taste, consumer durable - more foreseeable in demand and adjustment
• branding strategy: a plan that encompasses specific long-term goals that can be achieved with the evolution of a successful brand (standardization in branding in culturally similar)
• translation, transliteration, transparency, transculture

Packaging:

• protection, promotion, and user convenience
• pilferage make to use shipping codes outside
• package aesthetics considerate in terms of the promotional role
• marketers monitor packaging technology developments

Appearance:

• adaptation in product styling, colors, size in consumer, color for identification, subtle in developed and direct in traditional

Methods of Operation:

• not the same in foreign and national, eliminate factors by standardization, read export failures to adjust, adapt for different uses and cultures, open to new ideas

Quality:

• can't compete on price only, invest in research and development, countries provide financial assistance, ISO 9000, developing markets

Service:

• well-trained staff, product warranties

Country of Origin:

• affects the image, important for exporters and importers for a product of different countries, some don't get affected, with more integration borders are less

Company Consideration:

• nature of the product and the level of adaptation, ability to control cost, estimate market potential, secure profitability, human resources who know the market conditions

Product Counterfeiting:

• any goods bearing an unauthorized trade mark, patented invention, or copyright work that is protected, the protection is only in the country, Paris Convention, Universal Copyright Convention, European Patent Office, the Trademark Counterfeiting Act of 1984, Intellectual Property Right Improvement