Brassington's International Marketing Strategy

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Recommended: Branding and its effect

Product
Brassington (2007) point out that product is not only the physical product, it also include brand, after-sales service, guarantees, installation and fitting which could help product to gain advantage in competitions. Kotler (2007)also point out that product is the goods which is easy for people to be attract, to contract, use and fulfil people’s desire. He also said that the product could be physical products, services, people and organizations.

Product range
A company could provide a single kind of product or various kinds of products to their client. Company provides a series product to customer to meet the needs of consumer. This group of products called a product range. Brassington(2007)state that the product range including …show more content…

As one part of product strategy, branding also has several kinds of strategies which is used in many occasions. Jobber(2003) stated that the brand strategies including the using family brand, individual brand, combination brand, brand extension brassington (2007)also stated the branding could bring some benefit to both consumer, manufacturer and retailer. On consumer side, a branded product is easy for them to recognize. During they purchase the product, buying a branded product will be less risk than purchasing an unbranded product. branding also can help manufacturer to differentiated with other similar product in the market, and easy to build the loyalty to the company’s product. to the retailer, a branded product sometimes could catch more attention of …show more content…

according to the IEG (2010) the global sponsor spending has reach $ 44 billion in 2009 which is 2.1 higher than the spending in 2008. McDonald (1991) state that sponsorship is a kind of serious promotion, it is intended to reach the marketing goal of company. Brassington (2007) point out that sponsorship could help company to build the positive attitude in consumer’s mind. Dibb(2006) also state that sponsorship is tool of public relation and it is a special area in promotion

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