$3.$ When to Globalize$/$ When to Localize

When to Globalize$/$ When to Localize

This activity is important because the benefits of global versus local marketing are critical to global marketers. They have many discussions over the benefits of standardized, or global marketing and IMC programs, versus localized, or locally modified communications and other marketing activities. There are situations where it is very logical and cost$-$effective to use a global approach to the IMC.

There are other situations in which the message and execution have to be very localized on a country$-$by$-$country basis. These are more likely fall into the categories of food, HBAs $($health and beauty aids$),$ and items related to personal relationships. While the former approach saves money, if the communication is not effective and the brand does not sell, profitability is lost.

The goal of this activity is to review the factors that determine the value of global versus local marketing programs.

Select the most appropriate category of localization versus globalization for the situations an IMC manager faces.

$1.$ A luxury product such as a Louis Vuitton bag or a Rolex watch targeting elite buyers.

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$2.$ Breakfast foods such as cereal and Eggo brand frozen waffles and pancakes, which are eaten at home.

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$3.$ McDonald's as a fast$-$food place for the family to dine and experience American$/$Western dining.

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$4.$ Sesame Street TV show for children that is changed into the local language and presents quite different characters in each country except for Big Bird.

$($Click to select$)$

$5.$ French perfumes renown for some of the best fragrances in the world.

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$6.$ Hallmark cards and gift and gift stores.

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$7.$ Apple stores and products such as iPhones, iPads, and MacBooks.

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$8.$ The creative strategy, message development and execution.

$($Click to select$)$