Professional Documents
Culture Documents
Marketing Myopia
Marketing Myopia
Vs
ADAPTATION
• Key to success is the development of global
products and brands.
Components of Global Market
• Marketing Mix
• Sourcing Strategies
• Design of production management and
logistical systems
• Product line and product business
Benefits of Standardisation
• Economies of Scale
• Transfer of experience know how
• Uniform image
• Easier control and coordination
Barriers to standardisation
• Government policies
• Nature of marketing Infrastructure
• Difference in customer interests
• Nature of competitive structure
Developing strategy for multi-product
business
• In developing plan for a product line it is
important to consider interdependence with
other product or product line, in terms of
marketing, sourcing production, managemet,
financing
Economies of scope