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MKT 620: 3-2 Short Paper – Global Marketing: Standard Strategy MKT 620: 3-2 Short Paper – Global Marketing: Standard Strategy Ashley Allard Southern New Hampshire University October 6, 2020
MKT 620: 3-2 Short Paper – Global Marketing: Localized Strategy Allard 2 Marketing Strategies Organizations that operate globally are faced with many strategic decisions regarding their products and services to influence target markets and create positive consumer reactions. In order for a brand to market globally, they must ensure all of their marketing, positioning and product strategies exhibit the same look and feel to be recognizable no matter where a consumer resides in the world. Regardless where a product or service is marketed, a brand becomes successful when it is recognizable globally. The brand’s mission, values and core structure must exhibit the same message to remain consistent in every market. Another form of a standard global strategy is adapted global marketing where the brand’s mission and values are still exhibited but marketing strategies are adapted and tailored to cultural beliefs (Teeboom, 2019). Through adapted global marketing, the brand is able to remain unified globally, but products may need to be altered in order to adapt to local consumers and cultures. When a brand such as Apple,

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