Suggested Approach to Global Marketing • Identify all important areas of similarity and difference between markets – market research – clarify degree of globalisation appropriate • Dele
Trang 14Suggested Approach to Global
Marketing
• Identify all important areas of similarity and
difference between markets
– market research – clarify degree of globalisation appropriate
• Delegate some decision-making to local
management
– obtain balance between centralised and decentralised decision-making
• Clarify which elements of the marketing mix
are essential in achieving the global plan
– decide on necessary local modification
• Obtain feedback from local management and disseminate globally
• Develop a strong international culture