4.3.1 Marketing

Question 1

what is glocalisation?

Answer 1

when a business will adapt its products or marketing to meet local needs

Question 2

what is global marketing?

Answer 2

when a business does not differentiate its products between countries

Question 3

the benefits of global marketing are…?

Answer 3

-EOS
-power in the market (brand is known)
-consistency in brand image (uniformity of marketing)
-ability to leverage good ideas quickly and efficiently

Question 4

the drawbacks of global marketing…?

Answer 4

-differences in customer wants, needs and patterns
-differences in consumer response to marketing mix elements
-no differences in brand and product development
(the competitive environment)
-differences in the legal environment
(some of which may conflict with those of the market)

Question 5

examples of brands that use glocalisation…?

Answer 5

-Mcdonald’s in India doesn’t serve beef because it’s a sacred animal
-has other options like McAloo tikka burger
-have local service quality
(local people make/deliver the food)
-local gov laws
(changing the menu)
beer in Spanish Mcdonald’s