Marketers must develop a keen awareness of how the environmental factors will
present opportunities or threats to the company, brand, and product being marketed.
According to Lamb, et al., (2014), "global marketers face the same environmental
factors as they do domestically: culture, economic, technological, political structure and
actions, demography, and availability and sustainability of natural resources" (p. 55).
Large corporations have traditionally been the major global competitors, but more and
more small businesses are entering the global marketplace by the very fact of having an
To understand how a product of the United States of America (U.S.) is perceived in the
global marketplace can be difficult for new marketers. To build a strong understanding
of global marketing, you will consider the reverse scenario by identifying a foreign made
product to market in the United States.
Directions for the Discussion Board
You should shop for a product made by a foreign firm. Possible choices for this
Discussion include ethnic grocery stores (such as Latino stores or Japanese food
stores) or chains such as Cost Plus or Pier One that import inexpensive products from
other countries. When selecting a product, try to find one that is amusing and has
obviously been poorly marketed in terms of packaging, brand name, or general lack of
appeal to U.S. consumers. Take notes on these products.
As the foreign marketer of your chosen product, put together a strategy for marketing it
in the United States. You have the opportunity to keep the product the way it is or to
change it completely. Consider the additional costs associated with changing the
Using research from Chapter 5 in your textbook, write your response describing a global
marketing strategy for your chosen product covering the following areas:
Checklist: address the following target market questions and those regarding the
4 P’s in your postings:
1. Target market: Who should be the target market in the U.S.? What
variables will be used to select the target market?
The 4 P’s:
2. Product: Will any adaptation be made to the product features? What
about the packaging? The brand name?
3. Price: What is a fair retail price for the product?
4. Promotion: How will the product be communicated to the target market?
What promotional message will be used? What media will be used to reach the
5. (Place) Distribution: Where will the product be sold? Will the product be
sold on the Internet?
Your responses must be substantive in order to receive the maximum amount of points.
You might want to take a picture with your cell phone and attach it to your posted
response in the Discussion area. You will be surprised at how creative and entertaining
this exercise is!
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.