TITLE

Standardizing Marketing For the International Market

AUTHOR(S)
Britt, Steuart Henderson
PUB. DATE
December 1974
SOURCE
Columbia Journal of World Business;Winter74, Vol. 9 Issue 4, p39
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
At present, two views exist regarding the standardization of international marketing. At one extreme is the view that one basic advertising theme is desirable. The opposite view is that more than one theme is desirable in order to respond most effectively to the cultural differences that exist among varying locales. When decisions concerning international advertising are needed, marketers have concentrated on obtaining marketing and economic criteria data concerning types of media available. Since these factors are readily quantifiable, advertising research techniques can be used without a great deal of theoretical or procedural change. In order to make the most prudent marketing decisions, business executives must consider carefully who their competitors are, and then evaluate their own marketing strategies for strengths and deficiencies. Furthermore, they must appraise their own risk preference, and draw from their own experience and intuition. Marketing managers must also ascertain what message they really should try to communicate in order to have the greatest effectiveness in each country and compare this with a proposed standardized message.
ACCESSION #
5543194

 

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