Amway - 1. How Does Amway Manage to Maintain Global Standards in Marketing Policies

1. How does Amway manage to maintain global standards in marketing policies?

In the same way that Amway has a global strategy for producing, distributing and marketing its products worldwide, its strategy for promoting CSR is also global. Amway defines a global cause as 'a social issue affecting many people around the world engaged in a struggle or a plight that warrants a charitable response.' The company recognizes that as a successful enterprise it must build its business based on the principles of 'relevance, simplicity and humanity'. Amway's vision is 'helping people live better lives'. Developing the Global Cause Program:

• helps Amway to bring this vision to life

• declares what the organization stands for

• builds trust and respect in Amway brands

• establishes Corporate Social Responsibility as a high priority.

Amway developed its Global Cause Program in 2002. It is the result of extensive research. This involved studying relevant issues and holding discussions with organizations involved in providing help to the needy and underprivileged in communities worldwide. Some research was primary research e.g. interviewing potential partners. Other research was secondary e.g. examining published sources about global trends in poverty, lack of educational opportunities etc. From the outset, Amway established some clear objectives. These were to:

• build loyalty and pride among IBOs and employees

• enhance Amway's reputation as a caring organisation

• make a real difference to human lives.

2. Explain Amway marketing principles in terms of personalized and localized marketing

Amway support your sales efforts with DVDs, online sites, magazines, brochures, and free websites you can personalize to grow your business. And we help build awareness of your products and brands with national advertising, promotions, and event sponsorship.

3. What are the principles issues affecting marketing strategies?

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