Significance of Adoption Vs Standardisation in Global Marketing

Global Marketing

INTRODUCTION
Selling a product internationally is known as global marketing. But it is more than selling
a product globally. It is the process of planning, creating, placing and promoting the product in
the international market. Global marketing is the export of goods and services into another
country. The advantages of global marketing are; lower marketing cost, helps to establish
relationship outside of the political area, consistency in brand image and so on. It also has some
disadvantages such as, difference in consumer needs and wants, difference in brand and product
development, differences in the legal environment, etc. this report will cover the significance
strategy of adaptation and standardisation.
1.1 Significance of Adoption Vs Standardisation
Global marketing is the process of creating, planning, placing and boosting the product in
the international market. Global marketing is the export of goods and services into another
country. The advantages of global marketing are; lower marketing cost, helps to establish
relationship outside of the political area, consistency in brand image and so on. International
marketing research is the accumulation, design, recording, analysis, representation and reporting
of information. Global marketing managers need to supervise different forces affecting their
international operations. There are three types of research:-
1. Exploratory research deals with identifying the quality of the problem and the related
variables. It is characterised by the high degree of flexibility, and it depends upon the
secondary data.
2. Descriptive research, focus on the statement of the variables in the problem area.
Consumer studies, market analysis, product usage, sales, media research and pricing
analysis are its example. Any of these sources can be used in descriptive study.
3. Casual research, specify the nature of the functional relationship between two or more
changes in the problem model.
FMCG are those products that can be sold be seller at considerable low cost. Non durable
goods such as package foods, beverages, toiletries and many other consumables. Some FMCGs
such as nonveg, fruits and vegetables, dairy products and baked food are highly perishable (Al‐
Khatib, Al‐Habib, M.I., Bogari and Salamah, 2016).
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