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Volume :14 Issue : 3 2007      Add To Cart                                                                    Download

The Influence of Product Type on Globalizing Marketing Strategy of Jordanian Companies in International Markets

Auther : Wathek S. Ramez

This research investigates the influence of product type, whether it be consumer and industrial, on: (a) the pattern of marketing strategy adopted by Jordanian companies for the international market, and (b) the extent of standardization or adaptation that can be employed to the sub - elements of marketing program. By applying descriptive statistics and Independent Samples T- test to analyze the primary data collected from managers responsible for marketing activities in the international markets, the results indicate that Jordanian exporting companies have applied a standardized marketing strategy. In addition, it has been concluded that consumer durable and industrial companies adopted a high degree of standardization in the sub-elements of product and pricing more than in the sub-elements of distribution and promotion, and the vice versa for consumer non durable companies.

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Nov 19, 2019

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