1.) What are the pros and cons of a global versus a multi-domestic approach to marketing golf clubs for Callaway? Which approach do you feel would have more merit and why? A firms orientation toward and strategy for global markets and marketing defines the type of company it is or attempts to be. A multinational firm views the world as consisting of unique parts and markets to each part differently. Multinational firms use a multi-domestic marketing strategy, which means that they have as many different product variations, brand names, and advertising programs as countries in which it does business. Consumers are universally different. A transnational firm views the world as one market and emphasizes cultural similarities across countries or universal consumer needs and wants more than differences. Transnational marketing employs a global marketing strategy- the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ. This approach benefits marketers by allowing them to realize
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Callaway, avid golfer, average Japanese golfer, firm views