Many Marketing Theorists Have Declared That Expanding Technology, and Its

question 81

Essay

Many marketing theorists have declared that expanding technology, and its efficient communication, has ushered in the age of truly global marketing. As nations become more aware of each other, and copy the most desirable features of each other's culture, the nations of the world will become increasingly alike. This phenomenon would encourage increasing use of the straight extension approach to international marketing. Do you believe that this is true for all products? For what types of products might straight extension work best? What alternatives to straight extension exist?

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Definitions:

Commercialization

The full introduction of a complete marketing strategy and the launch of the product for commercial success.

Marketing Strategy

A plan of action for developing, pricing, distributing, and promoting products that meet the needs of specific customers.