When is a standardized marketing approach the most appropriate? ...

[jrubin]

When is a standardized marketing approach the most appropriate? Define global brand.
 
  What will be an ideal response?

Question 2

The protection of infant industries by a nation's government can cause more economic harm than good.
 
  Indicate whether the statement is true or false

[jaygar71]

Answer to Question 1

Standardization represents a tendency toward global integration. Standardization is more likely to be pursued in global industries such as aircraft manufacturing, pharmaceuticals, and credit cards. Airbus, Pfizer, and MasterCard use a standardized marketing strategy with great success. Their offerings are largely uniform across many markets worldwide. A standardized marketing approach is most appropriate when market segments and customer needs are consistent across numerous countries. Products that feature universal specifications are also candidates for a standardized approach. In industrial sales, businesses often prefer parts and components of similar specifications, quality, and performance, and other product attributes.
The feasibility of standardization varies across industries and product categories. Commodities, industrial equipment, and technology products lend themselves to a high degree of standardization.
A global brand is one whose positioning, advertising strategy, look, and personality are standardized worldwide. Global branding increases customer interest and reduces the confusion that can arise when the firm offers numerous adapted products and marketing programs.

Answer to Question 2

TRUE