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Theme 4: Global Business
4.3 Global Marketing
4.3.1 Marketing Approaches
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What are the two main global marketing approaches?
Standardisation and localisation
Standardisation involves using the same marketing strategy across all
countries
Standardisation is always the most
cost-effective
global marketing approach.
What is a key disadvantage of standardisation in global marketing?
May not suit all markets
Localisation involves tailoring the marketing strategy for each
country
Localisation enhances
customer
engagement by catering to local preferences.
How does the choice between standardisation and localisation affect revenue growth?
Depends on initial revenue
The choice between standardisation and localisation depends on the product, target markets, and company
resources
Match the marketing approach with its characteristic:
Standardisation ↔️ Cost-effective
Localisation ↔️ Enhances customer engagement
What are the two primary approaches to global marketing strategies?
Standardisation and localisation
Standardisation in global marketing uses the same strategy across different
countries
Standardisation is cost-effective but may not suit all
markets
.
What is a key advantage of localisation in global marketing?
Enhanced customer engagement
Standardisation ensures a consistent brand
image
Localisation can lead to higher
costs
and complex management.
Match the factor influencing global marketing with its description:
Product Type ↔️ Localise for culturally specific items
Cultural Sensitivity ↔️ Essential for localised campaigns
Budget Constraints ↔️ Standardise for cost-effectiveness
Competitive Landscape ↔️ Localise to compete
Cultural sensitivity is essential for
localised
marketing campaigns.
Why might a luxury skincare company localize its marketing strategy?
Adapt to local skin types
Standardisation
may not suit the specific needs of each market.
What is a disadvantage of adapting a marketing strategy for each country in localisation?
Complex management
Order the factors influencing global marketing approach selection:
1️⃣ Product Type
2️⃣ Cultural Sensitivity
3️⃣ Target Market Preferences
4️⃣ Competitive Landscape
5️⃣ Regulatory Environment
6️⃣ Budget Constraints
7️⃣ Technological Infrastructure
Luxury or culturally specific products are often best suited for
localisation
What is an example of a company that localizes its marketing to adapt to local beauty standards?
Luxury skincare company
Standardisation can result in a consistent brand image but may not resonate with all
cultures
.
What is a key advantage of localisation in global marketing?
Suits local needs
Coca-Cola uses standardisation for its brand image but localises its
marketing
Match the company with its global marketing approach:
Coca-Cola ↔️ Standardisation and localisation
McDonald's ↔️ Localisation
Apple ↔️ Standardisation
What mathematical formula is used to calculate the success of Coca-Cola's dual marketing approach?
S
=
S =
S
=
\frac{\text{Global Sales} +
\text{Local Sales}}{\text{Total Consumers}}
McDonald's adapts its menu to suit local
cuisine
and tastes.
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