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

Abstract

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 have 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 vice versa for consumer nondurable companies.