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MARKETING WHITE BRILLIANCE IN CHILE

Advances in transportation, telecommunications and technology in general have made it possible for even small companies to engage in international marketing. There is considerable potential in the global market, but some companies, particularly smaller companies, often fail when entering new markets because they do not understand how the marketing mix must change depending on the markets they are entering. This research considers the marketing mix in general, the strategy of White Brilliance in the United States, and changes that would have to be made to the product component of the marketing mix to be successful in Chile.

The marketing mix is composed of four components: product, distribution (place), promotion and price (Evans & Berman, 1995). Product refers to the specific product or service that is being offered for sale, and is the foundation for the remainder of the marketing decisions. Even within a particular product category, decisions must be made about the exact characteristics that a product will have, and whether the company will market variations on its primary product. For example, companies that sell salsa must decide not only on the basic recipe for the salsa, but whether the salsa will be available in both mild and "hot" varieties (or whether additional gradients will be added to the product line).

In addition to the physical characteristics of the product itself, the product question is also concerned with the type of packaging and image associated with a particular product. Some of these decisions can be strictly aesthetic, such as using brightly colored packaging for products such as corn chips. Salsa, for example, can be made available in jars, or in bottles, and can be designed for pouring (squirting) or for use with a spoon. Soft drink manufacturers, for example, not only are responsible for developing the syrup that determines the taste of their product, they also design the bottles or cans in wh...

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MARKETING WHITE BRILLIANCE IN CHILE. (1969, December 31). In LotsofEssays.com. Retrieved 19:10, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1694985.html