Marketing Essentials 2012
Web Globalization refers to Web sites that cater to more than one country. A global Web site supports more than one language and reflects a local country's culture. Thus, there is internationalization and localization. For example Google offers its search services in over 125 languages. Not all businesses support that many languages. However, if a company wants to go global, it needs to have its marketing messages translated in the countries where it operates. For example General Mills® sells its products in over 100 countries. Its Web sites for each country must be translated into that country's language or languages. Its advertising messages and product packages must be translated as well. The exact same product may go by different names. For example, Unilever® sells Promise Margarine in the United States and sells the same product under the Becel® brand name and Flora® brand name in different countries.
Innovate and Create
Search the Internet for examples of Web globalization by visiting the Web sites of international companies. What similarities and difference did you notice in the way companies created internationalization and localization? While reviewing the different international companies, look for examples of the following marketing strategies: globalization, product adaptation, promotion adaptation, and customization. Share your findings with classmates.