Global Business Plan paper

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Business Finance

BSA480-B733-SU18-International Business

Averett University

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Running head: GLOBAL MARKETING AND R & D

Week-5
Global Marketing and R&D

BSA480-B733-SU18-International Business
Tanesha Lockett
Professor, Lyle E. Cady, Jr.
July 28, 2018

GLOBAL MARKETING AND R & D
Global marketing and R & D
Global marketing refers to the procedure of intellectualizing and passing on the ultimate
service or product globally hoping to reach the international market. Companies which have
adopted quality global marketing strategies have been often managed to cement a position for
themselves in the global market. Global market involves planning, manufacturing, placing and
finally promoting the product in the global market (Martin, 2016). The tendency of consumers to
prefer and continue purchasing specific brands serves as an indicator of how companies are able
to develop close relationships with their consumers. According to the most recent rankings of
best global brands, certain countries have been found to dominate the list. The most dominant
countries include United States, Japan, China, France and Germany ("Best Brands - Interbrand",
2018).
A brand’s image, personality, association and communication method are essential in
influencing how consumers perceive a product (Roll, 2008). As a result, companies often indulge
in branding activities as a way to aid their customers’ decision making based on the credibility,
quality and values of their products and services. With products from the same countries
dominating the best global brands, it is necessary to understand why brands from these countries
have gained favor in the eyes of the consumers.
One of the main factors influencing the perception of consumers towards products from
specific countries is the country’s level of economy. Based on the analysis of the countries which
dominate the list, it was clear that highly developed and industrialized countries dominated the
list. Economically developed countries offer a platform for other business activities to run
smoothly. The level of technological knowhow and innovation also influences the global
perceptions on a given product. Consumers have a high regard for products which are sourced

GLOBAL MARKETING AND R & D
from technologically advanced countries. Items ori...


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