Global marketing strategy.

(1) Be it product strategy, promotion strategy, pricing strategy, or distribution strategy, if there is an important issue that permeates our course it is whether firms should standardize or customize their global marketing strategy. Thus, we once again revisit the issue of standardization-customization in Quelch and Hoff’s article “Customizing Global Marketing.” (a) IDENTIFY, DESCRIBE and EXPLAIN each of the various sections of Quelch and Hoff’s article “Customizin … (c) Based on the HBS cases you have analyzed so far, IDENTIFY AND DESCRIBE the process of 2 firms (identify the name of the firms as well) that use a direct personal selling strategy in its various country markets. (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite ALL your sources of information after each answer.)

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