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Marketing in multiple cultures or countries

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Select two products (or companies) that have been very successfully marketed within multiple cultures/countries.

Describe real (or likely) examples of how the parent companies have effectively used market research and marketing techniques to achieve their current success, and how/why the companies modify their marketing approaches between different international markets.

As the Director of Marketing for these parent companies, offer two additional marketing opportunities (e.g. a market research opportunity, or new implementation of some aspect of the marketing mix) for these products/companies and explain your rationale.

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The response addresses the queries posted in 1855 words with references.

// Marketing research helps the company to expand its operation world wide and to identify the customer's needs across the culture. In this paper, we will have a look at how the two companies effectively use the market research and other marketing techniques to achieve their current success. It also covers how companies modify their marketing approaches between different international markets. In the end it will specify the additional marketing opportunities for their products.//


The effective market research is based on flexible research practices in order to adopt the growth opportunities. If it is adopted with appropriate strategy, it would be easy to meet the requisite customer needs with removing the global market mistakes. It helps in identifying the needs of the customers in the respective market place. In this paper, two companies have been taken to identify existing marketing strategy. The companies are McDonald and Coca-cola. McDonald was formed and found in California's, in the year, 1954. It has been able to develop in about 199 countries with more than 30,000 franchise stores. It has been able to collect revenue of about $ 15 billion every year and cater its product for more than 47 million people each day (Han, 2008). Coca-Cola placed itself firstly, in the US market by focusing on the production of its syrup concentrate and grand advertising of its soft drink product. Coca-Cola is a recognizable brand which has acquired many awards and recognition of social responsibility. It is world's largest beverage company.

McDonald's is one of the best-known brands world-wide. It has effectively used market research and marketing techniques to achieve its current success. It continually aims to build its brand by listening to its customers and therefore, creating a loyal customer. It has been using Branding strategy to develop a personality and behave in the consistent way to be presentable for the organization, product and services. Advertising and promotion, as market communication method are used to create color, design and image. These methods and tools helps McDonald's to represent itself with logo "Golden Arches" as recognizable image. Its philosophy is to provide outstanding quality, service, cleanliness, and value in order to make every customer in every restaurant smile (Adam, 2009).

Coca-cola adopted a globalize strategy with the tag line, "think global act global". It has made a standard product which has provided it enough opportunities to extend geographically with required modification in order to maximize the economies of scale. The strategy manily focuses on how much to standardize from country to country and how much to localize and to respond to the local differences. Finally, it carried out more localization and less standardization. It has helped the company to extract the value from international operations. Coca-cola has competitive advantage over its competitors (Ward, 2004). .

//After having a look at the introduction of both the companies, we will have a look at how the two companies effectively use the market research ...

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The response addresses the queries posted in 1855 words with references.

See Also This Related BrainMass Solution

Business Management Multiple Choice Questions

2. Which of the following would not be considered a basic source of globalization?
a. Similar customer needs
b. Growth in trading blocks
c. Advances in communication technology
d. Differentiation among countries

3. The sale of government owned business to private investors in known as
a. A tax sale
b. Bureaucratic divestiture
c. Privatization
d. Capitalization

4. Which of the following statements about globalization is false?
a. Globalization is a simple evolutionary process
b. Not all economies of the world are benefiting equally from globalization
c. Terrorism, wars and SARS has limited and even reversed the effects of globalization
d. All of the above statements are false

5. Some people believe that the norms, values, and beliefs of their own culture represent the only correct ways of dealing with the world. This is called
a. High power distance
b. Stereotyping
c. Androgyny
d. Ethnocentrism

6. High power distance countries have norms, values, and beliefs such as
a. It is best to exercise power privately
b. Everyone has a place, some are high and some are low
c. A leader should develop his or her subordinates
d. Leaders are made and not born

7. A culture which has dominant values of success, money, and material things is probably
a. Low on power distance
b. Low on individualism
c. High on masculinity
d. High on long term orientation

8. Expressions of anger, laughter, gesturing, and emotional outbursts are considered acceptable in
a. Specific cultures
b. Diffuse cultures
c. Neutral cultures
d. Affective cultures

9. Preference for involvement in multiple areas of life and levels of life simultaneously are more likely in
a. Specific cultures
b. Diffuse cultures
c. Neutral cultures
d. Affective cultures

10. Which of the following statements is NOT TRUE regarding the experiences countries go through as they under market transitions from socialism to a more market based economy?
a. Drastic measures have to be taken to tunr around formerly inefficient companies
b. Managers' thinking have to be changed so that they can understand management functions
c. Financial systems have to be left unregulated to accurately reflect market prices
d. More workers have to be hired as companies find that they are understaffed

11. Which of the following religion prohibits multinationals from paying or receiving interest on transactions?
a. Islam
b. Buddhism
c. Christianity
d. Hinduims

12. Which of the following religion is based on the idea that craving and desires produce suffering but that it also possible to reach a stage where there is no longer any suffering?
a. Hinduism
b. Islam
c. Christianity
d. Buddhism

13. Which of the following DOES NOT explain why globalization is pushing organizations to become more similar?
a. Global products and customers
b. Global competition and global trade
c. Growing levels of industrialization and economic development
d. Growing convergence in national cultures and social institutions

14. Differentiation leads to higher profits by
a. Charging a higher price than competitors
b. Offering the customer better value
c. Communicating the better value to customers
d. All of the above

15. Upstream activities in the value chain are concerned with
a. The primary activities
b. The support activities
c. Input logistics
d. After market service

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