Global Marketers Toil to Satisfy Local Tastes Readings Team
Exercise
Read the Global Marketers Toil to Satisfy Local Tastes Wall Street Journal
article, making notes of points relevant to the following questions.
•
- •How might each of the following tools be
applied to the market situations described in this article?
- –Macrosegmentation
- –Microsegmentation
- –Product positioning
- •Describe the global, multidomestic and
global localization strategies for international marketing.
Based on this article and your observations in Poland and
elsewhere, which strategy would you recommend to PepsiCo's Pizza Hut
chain? Why?
Discuss these questions within your team and prepare answers for presentation to the
class.
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