Student Research Symposium Program Portal: Submission #80

First Name: Lin Ai
Last Name: Liao
Pronouns: {Empty}
FSU Student Email: LL23T@FSU.EDU
Student Photo: https://pc.fsu.edu/system/files/webform/research_portal/7931/Symposium%20Picture.png
Major(s): Accounting
Student Bio:
I am an FSU Panama City sophomore majoring in accounting with a minor in business administration. I am from Tallahassee, Florida, and I enjoy gardening, pickleball, and beach volleyball. I am academically driven with a 4.0 GPA. This is my second year attending the student research symposium. My career goal is to be a certified public accountant (CPA). 

Poster Title: Impact of Differentiated Global Marketing on Business Success or Failure
Abstract:
This study delves into the complexities of differentiated global marketing in the food industry, analyzing the usage of the fundamental marketing strategy of the marketing mix,  in China and the United Kingdom (UK). It examines KFC’s usage of the marketing mix also known as the Four P’s (product, price, place, promotion), highlighting key areas that can lead to the branding success of a company. The study emphasizes the importance of companies in the food industry understanding that to expand globally, they must adapt their menu-products, pricing, and promotion based on the local culture and tastes. Through an examination of the differentiated global marketing strategy present in this real-world example, it offers insight into potential strategies for promotional success. By elucidating the intricacies of the global marketing process, this research aims to contribute to a deeper understanding of the importance of customer segmentation, behavioral targeting, and differentiated international marketing strategies. 

Research Mentor Name: Dr. Wendy Ritz
Research Mentor's College (or High School): Kennesaw State University
Research Mentor's Department (or Subject): Business Administration
Research Mentor's Email: writz@fsu.edu
Additional Research Mentor(s): {Empty}
Co-presenter(s): {Empty}
Keywords: Differentiated Global Marketing 
Poster Session/Number: C-1 R-1
Work: Complete
Presentation Modality: Face to Face Poster session
Poster PDF: https://pc.fsu.edu/system/files/webform/research_portal/7931/Lin%20Ai%20Liao%20-%202025%20Symposium%20Poster_0.pdf
Poster Thumbnail: https://pc.fsu.edu/system/files/webform/research_portal/7931/Lin%20Ai%20Liao%20-%202025%20Symposium%20Thumbnail.png
I will be printing my poster: No
Year: 2025
Annual description: 5th annual Undergraduate Research Symposium, April 17, 2025
Update URL: https://pc.fsu.edu/student-research/symposium/research-symposium-program-portal?element_parents=elements/poster_pdf&ajax_form=1&_wrapper_format=drupal_ajax&token=O6SvY-o4SnPJ4J8dYdQFZBhyWYoi9bvZIt-qIYTdcvk
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