Chapter 13

Question 1

Global Strategy / Global marketing strategy

Answer 1

Selling the same product using the same positioning approach and communications globally.

Question 2

Local Strategy / Local marketing strategy

Answer 2

Customizing both the product and the communications program for each unique market

Question 3

Regional Strategy

Answer 3

Customizing both the product and the communications program for each unique market

Question 4

Mixed Strategy

Answer 4

Combination of both global and local strategies, where the product is sold and advertised globally, but with specifications depending on the market approached

Question 5

Product Standardizing

Answer 5

Establishing uniform specifications, features, and quality for a product, ensuring consistency across different markets

Question 6

World brand / Global brands

Answer 6

Brands that hold significant market share in their home country as well as other countries