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Resaerch 2016

Marketers must choose between standardized and localized advertising strategies, considering cultural patterns and market conditions that influence customer perceptions. Global companies often need to adapt product information to local contexts to remain competitive. Further empirical research is necessary, especially in developing countries, to understand effective marketing strategies in a rapidly globalizing economy.

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16 views2 pages

Resaerch 2016

Marketers must choose between standardized and localized advertising strategies, considering cultural patterns and market conditions that influence customer perceptions. Global companies often need to adapt product information to local contexts to remain competitive. Further empirical research is necessary, especially in developing countries, to understand effective marketing strategies in a rapidly globalizing economy.

Uploaded by

fahmeti.100
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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© Bekim & Faruk

deciding between standardized or localized advertising strategy, marketers need to be aware of


fundamental and important issues, the basic factors within those markets such as cultural
patterns, and other which can have an effect to customer opinion about the product.
Big companies tries to advertise the brand within a global advertising strategy, as for
product details and product information which needs to be communicated to customers, needs
to be more localized and adopted to local cultural patterns and other factors which are present
and can affect the companies and brand success in that particular market. All this serves to
companies to distinguish them from competitors and to position their brand in global market.
As the different markets offer different conditions of implementing marketing strategies, it
is important to further research on these fields, in specific in the developing countries. As
globalization is reaching the majority of countries, it is hard to define the most proper strategies
or which of strategies, implemented so far, are still accurate and can benefit toward economic
development. In the transition phase, especially in post-communist countries, it is hard to
maintain a sustainable economic development and in specific, the strategies that are (or have
been seen) as successful, may make even more difficult for companies to get ahead and to stay
competitive in the global market. As in many countries, different marketing strategies, such as
pricing and channel structure were defined by a centralized body (mainly governed by the
government institutions). As the state is no longer the main “protector” of the domestic
countries, the firms are left alone to define by themselves the best strategies related to pricing
and channeling. Hence, an empirical research by using empirical evidence, would gather and
present facts of events that can be directly, empirically, and repeatedly observed and measured.
The major questions that need further research were What will happen if…? and Where’s what
happens…? Testing and comparing the strategies implemented in different companies, may
reveal the importance of organizational learning and adoption.

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