Resumen o Introducción
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.
- Citar trabajo
- Ender Gülcan (Autor), 2017, Global and Local Strategies Regarding Products and Prices. Communication between Global Brands and Global Markets, Múnich, GRIN Verlag, https://www.grin.com/document/376519
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