Ps of Marketing Global Implications Term Paper

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Proctor & Gamble, Unilever and other companies have Research & Development (R&D) labs in the nations where the market size and potential for sales can substantiate an investment (Shahhosseini, Ardahaey, 2011). This gives these companies insights and market intelligence they can use in designing next-generation products that closely align with their target customers' unique needs. This strategy of also allowing the product, promotion and place or distribution aspects of the marketing mix to be controlled locally has shown significant value over time in generating brand loyalty (Rosenbloom, Dimitrova, 2011). This can be attributed to how effectively these R&D centers get at matching the unmet needs of prospects with the products being developed by companies known for their marketing expertise, for example Proctor & Gamble.

The globalization drivers that would most affect which aspects of the marketing mix are centralized vs. distributed across regional and country offices are first the economics of the industry itself and its relative level of price elasticity.

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The second aspect would be how commoditized the industry was and how many substitute products were there, and how efficient competitors were in taking advantage of price and availability as the only differentiators. A third factor would be supply chain and sourcing strategies of competitors in the industry. Sourcing, the location of suppliers, and the costs associated with managing a supply chain have a direct effect on pricing and the composition of products as well. As a result, supply chain management (SCM, sourcing and procurement all have a very significant effect on the marketing mix of products as well......

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