Discussion Post
YouTube Videos:
"Global Product Design"
"What is a Global Brand?"
"Global Brands vs Local Brands"
Textbook: "Core Principles of International Marketing" by Babu John Mariadoss.
Chapter 8:
• Define the global product - standardized and adapted products.
• Define the country-of-origin effect and give examples.
• Define brand, as it relates to marketing. Differentiate between local brands and global brands.
• Define Bottom of the Pyramid marketing (BOP) with examples of firms pursing BOP strategies.
• What are the twelve principles of BOP innovation?
Chapter 9:
• Define global branding and give examples of successful global brands.
• Discuss the three global branding structures, giving an example of each structure. Include in your example what makes the brand successful.
• What are the trade-offs of centralized versus decentralized marketing decision making in the global market?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.