Discussion: Global Marketing
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After a company has developed its products, product lines, and product mixes, and then identified, segmented, and targeted its markets, and set its pricing, it’s time to focus heavily on promotional tools and ethical use domestically and globally.
Using your readings and your study of global marketing, explain one example of an organization doing a good job at the promotional piece. Give a detailed example of the promotion from start to finish, addressing the five main promotional tools for creating customer value. Why did you select that particular promotional piece? Briefly explain the significance of your choice.
Dominating a market without using mass media is a challenging task. Red Bull has created a global juggernaut for its brand among 18- to 34-year-old males without using mass media. Read the article Red Bull on Content Marketing (Links to an external site.) and describe the company’s global efforts to build its brand using promotional tools other than mass media (especially, but not exclusively: online, social, and mobile media). Do you feel the company’s promotional efforts are effective? Would they be as effective if they were targeting a different demographic? Why or why not?