Global and Local Strategies Regarding Products and Prices. Communication between Global Brands and Global Markets


Elaboration, 2017

9 Pages, Grade: 1,7


Abstract or Introduction

This paper deals with global and strategies regarding products and prices. The second part is about the analysis of the target market of Haagen Dazs.

According to Keegan and Green a product is a “good, service, or idea with both, tangible and intangible attributes that collectively create value for a buyer or user”. The management decision, which product and brand strategies should be followed within the global market, is the indispensably crucial core of international marketing.

What is understood as a product covers not only the functional physical object which is sold, but also the packaging and supporting services which together constitute the value brought to and bought by the customer. The globalization led to the product standardization strategy. The standardization strategy aims to market products in multiple markets, which are essentially the same in respect of the product itself and the sales and promotion activities, the advertising activities and the distribution channels.

Details

Title
Global and Local Strategies Regarding Products and Prices. Communication between Global Brands and Global Markets
College
Northumbria University
Grade
1,7
Author
Year
2017
Pages
9
Catalog Number
V376519
ISBN (eBook)
9783668543836
ISBN (Book)
9783668543843
File size
931 KB
Language
English
Notes
The author of this text is not a native English speaker. Please excuse any grammatical errors and other inconsistencies.
Keywords
Haagen Dazs, Marketing, Globalization, Glocalization, Strategy, Market Entry, Localization
Quote paper
Ender Gülcan (Author), 2017, Global and Local Strategies Regarding Products and Prices. Communication between Global Brands and Global Markets, Munich, GRIN Verlag, https://www.grin.com/document/376519

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