global marketing strategy refers to
A) the strategy of transnational firms not to employ adaptive marketing techniques when there are cultural differences, but to redefine their target markets instead.
B) the strategy of transnational firms not to employ adaptive marketing techniques when there are cultural differences, but to redirect their marketing resources towards customer education.
C) the strategy of transnational firms that employ the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ.
D) the strategy of seeking out already established firms in other nations and selling them the rights to manufacture and distribute the firm's products through host nation's established infrastructure.
E) the strategy currently used by most U.S. domestic firms that when entering a new international market, these firms offer only those products that require the least amount of product adaptation or consumer education.

Question

Quizplus · Accepted Answer

Global marketing strategy refers to the strategy of transnational firms that employ the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ. This approach allows companies to maintain a consistent brand image and message across different markets while also acknowledging and respecting cultural differences. Option A and B are incorrect as they suggest not adapting marketing techniques, which can be detrimental to success in foreign markets. Option D is a description of a licensing or franchising strategy, while option E describes product standardization, not marketing strategy.

Global Marketing Strategy Refers to