______ refers to a strategy in which firms sell a standardized product around the world but develop different promotional campaigns for different countries.

______ refers to a strategy in which firms sell a standardized product around the world but develop different promotional campaigns for different countries.

• A. Glocalization
• B. Globalization
• C. Localization
• D. Standardization

Answer: (A)

Glocalization is the idea here: you keep the product the same across countries to gain global efficiency, but you tailor promotional campaigns to fit each local culture, language, and media landscape. This lets the brand stay consistent and cost-effective while still resonating with buyers in different markets. If you only standardized everything, the marketing wouldn’t connect as well in diverse cultures. If you localized the product itself, you’d be changing the offering rather than just the messaging. So the approach described is glocalization.

Glocalization is the idea here: you keep the product the same across countries to gain global efficiency, but you tailor promotional campaigns to fit each local culture, language, and media landscape. This lets the brand stay consistent and cost-effective while still resonating with buyers in different markets. If you only standardized everything, the marketing wouldn’t connect as well in diverse cultures. If you localized the product itself, you’d be changing the offering rather than just the messaging. So the approach described is glocalization.