Student Research Symposium Program Portal: Submission #80

serial: '80'
sid: '7931'
uuid: 6c5bc967-29a8-4fff-9273-b2e0a0ce2e5c
uri: /student-research/symposium/research-symposium-program-portal
created: '1738883060'
completed: '1738883416'
changed: '1744647885'
in_draft: '0'
current_page: ''
remote_addr: 50.4.49.203
uid: '0'
langcode: en
webform_id: research_portal
entity_type: node
entity_id: '14501'
locked: '0'
sticky: '0'
notes: ''
data:
  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. '
  additional_research_mentor: ''
  annual_description: '5th annual Undergraduate Research Symposium, April 17, 2025'
  co_presenters: ''
  first_name: 'Lin Ai'
  i_will_be_printing_my_poster: '0'
  keywords: 'Differentiated Global Marketing '
  last_name: Liao
  major: Accounting
  poster_pdf: '69786'
  poster_session_number: 'C-1 R-1'
  poster_thumbnail: '69791'
  presentation_modality: 'Face to Face Poster session'
  pronouns: ''
  research_mentor: 'Dr. Wendy Ritz'
  research_mentor_s_college: 'Kennesaw State University'
  research_mentor_s_department: 'Business Administration'
  research_mentor_s_email: writz@fsu.edu
  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). '
  student_email: LL23T@FSU.EDU
  student_photo: '67726'
  title: 'Impact of Differentiated Global Marketing on Business Success or Failure'
  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'
  work: Complete
  year: '2025'