topic 8 dq1

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Grand Canyon University *

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415

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Marketing

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Nov 24, 2024

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How would the planning of a promotional program differ for a global brand vs. a regional or local brand? Provide an example. Planning a global promotional program means it has to be a unified strategy that works across all different countries where a local promotional program is more focused on the tastes that the locals prefer or cultural nuances. (Taylor, D., n.d.). When planning for a global marketing plan, the entire world needs to be considered a single market when local marketing is targeted to what the locals in that area are like such as what their cultures all entail. There is also marketing towards the price of what product or service you are wanting to promote. If it is global, there is usually one standard pricing strategy that uses exchange rates. Local marketing will take into account the local economic conditions, consumer purchasing power and competitive scenarios. (Taylor, D., n.d.). An example would be McDonald's. They have their fast-food chains all over the world, but they also market to specific regions that each food chain is located. They market similarly all across the globe, but when it comes to a specific region, they will have menu specific items that only people in that specific region will order. For example, they offer the McSpicy in India.
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