Marketers must develop a keen awareness of how the
environmental factors will present opportunities or threats to the
company, brand, and product being marketed. According to Lamb, et al.,
(2014), "global marketers face the same environmental factors as they do
domestically: culture, economic, technological, political structure and
actions, demography, and availability and sustainability of natural
resources" (p. 55). Large corporations have traditionally been the major
global competitors, but more and more small businesses are entering the
global marketplace by the very fact of having an Internet presence.
To understand how a product of the United States of
America (U.S.) is perceived in the global marketplace can be difficult
for new marketers. To build a strong understanding of global marketing,
you will consider the reverse scenario by identifying a foreign made
product to market in the United States.
Directions for the Discussion Board
You should shop for a product made by a foreign firm.
Possible choices for this Discussion include ethnic grocery stores (such
as Latino stores or Japanese food stores) or chains such as Cost Plus
or Pier One that import inexpensive products from other countries. When
selecting a product, try to find one that is amusing and has obviously
been poorly marketed in terms of packaging, brand name, or general lack
of appeal to U.S. consumers. Take notes on these products.
As the foreign marketer of your chosen product, put
together a strategy for marketing it in the United States. You have the
opportunity to keep the product the way it is or to change it
completely. Consider the additional costs associated with changing the
Using research from Chapter 5 in your textbook, write
your response describing a global marketing strategy for your chosen
product covering the following areas:
Checklist: address the following target market questions and those regarding the 4 P’s in your postings:
- Target market: Who should be the target market in the U.S.? What variables will be used to select the target market?
The 4 P’s:
- Product: Will any adaptation be made to the product features? What about the packaging? The brand name?
- Price: What is a fair retail price for the product?
How will the product be communicated to the target market? What
promotional message will be used? What media will be used to reach the
- (Place) Distribution: Where will the product be sold? Will the product be sold on the Internet?