Promotional Strategies across Cultures

One of the major decisions global businesses have to make is whether or not to use standardized advertising in all their markets. Depending on the type of product and the characteristics of the cultures to which the products are sold, some products may work well with standardized advertising, while others may not (Schlegelmilch, 2016).

Identify a product that you think might be viable for globally standardized advertising, and indicate why you think that.

An example of a product that I think would do well with globally standardized advertising is an electronic such as a television. Regardless of the culture that one is in place, the experience of using television is almost identical. The things people look for in a television set, such as picture clarity, sound, or the ability to save power, are likely to be similar in most global markets. Therefore, using one advertisement for a set would help a business save advertising costs while still sending the marketing message to the targeted consumers.

Identify a product that you think might be better suited for country or regional-specific advertising, and indicate why you think that.

Fast food is an example of a product that would need a non-standardized advertising strategy. A fast-food restaurant may need to structure its advertising according to the local market’s preferences. Food culture is one that is largely influenced by the shared practices of the people in a given market. Additionally, food is a highly regulated product; thus, the advertising policies may be different between markets. When regulations between countries are different, a business is forced to design its marketing in each market according to the local regulations (Hill & Hult, 2019). Therefore, this is a product that would benefit from non-standardized advertising messages.

References

Hill, C., & Hult, T., (2019). Global Business Today Asia-Pacific Perspective. McGraw-Hill Education.

Schlegelmilch, B. B. (2016). Global Marketing Strategy. Management for Professionals.

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Question

[u09d1] Unit 9 Discussion 1

Promotional Strategies Across Cultures

Starting on page 458, your Hill and Hult text has discussions related to “For Standardized Advertising” and “Against Standardized Advertising.” Based in part on that, potentially combined with Capella library and/or Internet research:

Promotional Strategies across Cultures

Identify a product that you think might be viable for globally standardized advertising, and indicate why you think that.
Identify a product that you think might be better suited for country or regional-specific advertising, and indicate why you think that.

You must use proper APA references and in-text citations to identify both the textbook and your additional resource.

Response Guidelines

Respond to at least two other learners.

Resources

Discussion Participation Scoring Guide.

UNDERGRADUATE DISCUSSION PARTICIPATION SCORING GUIDE

Due Date: End of weekly . (Looking for DISTINGUISHED – set up your paper to hit each Topic)

Percentage of Course Grade: 30%.

UNDERGRADUATE DISCUSSION PARTICIPATION GRADING RUBRIC
Criteria	Non-performance	Basic	Proficient	Distinguished
Apply relevant course concepts, theories, or materials correctly. 33%	Does not explain relevant course concepts, theories, or materials.	Explains relevant course concepts, theories, or materials.	Applies relevant course concepts, theories, or materials correctly.	Analyzes course concepts, theories, or materials correctly, using examples or supporting evidence.
Collaborate with fellow learners, relating the discussion to relevant course concepts. 33%	Does not collaborate with fellow learners.	Collaborates with fellow learners without relating the discussion to the relevant course concepts.	Collaborates with fellow learners, relating the discussion to relevant course concepts.	Collaborates with fellow learners, relating the discussion to relevant course concepts and extending the dialogue.
Apply relevant professional, personal, or other real-world experiences. 34%	Does not contribute professional, personal, or other real-world experiences.	Contributes professional, personal, or other real-world experiences, but contributions lack relevance.	Applies relevant professional, personal, or other real-world experiences.	Applies relevant professional, personal, or other real-world experiences to extend the dialogue.