France economy Стр.Введение 3 Глава 1.
... of our 1996 global marketing review and protocol. Standardization – More or Less? One of the common issues for consumer and industrial product companies is the level of global standardization that makes sense. Some argue that a value proposition can be standardized for global markets, but the rest of the marketing process and position should be framed, managed and worked locally. Others would argue that there is great global leverage that simply needs to be adapted to local market conditions, preferences and trade systems. Both deserve review, because they’re both provocative with respect to the issues that really matter – global leverage prospects and better local positioning. Major Product Issues Product, of course, is the heart of the equation. Either customers want the product or they don’t. They may be able to access the product via web-enabled sources. They may be able to sort through images and positions that are portrayed globally and locally. They may be able to navigate ...