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Guide on How to Write University Essays, Courseworks, Assignments and Dissertations

International and global marketing

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It is a mistaken belief that ‘what works for me will work for you’. This approach, taken by companies who sometimes assume that what works in their home country will work in another country. They take the same product, same advertising campaign, even the same brand names and packaging, and with virtually no chance to try to market it the same way in another country. The result in many cases is failure.  This is because differences exist between countries and cultures. This is where international and global marketing come in. While many companies who sell internationally are successful following a standardized marketing strategy, it is a mistake to assume this approach will work without sufficient research that addresses this question. (Knowthis, 2007).

 

Many reasons explain why economies today are global. Technological advancements generate accessibility of products on an international level. Trade has a major role to play in the globalization of products and companies. Increasingly rapid technology lifecycles also raises the competition among countries as to who can produce the newest in technology. In order to accommodate the international and global marketing, countries in the last several decades have taken steps to promote global trade through agreements such as the General Treaty on Trade and Tariffs, and trade organizations such as the World Trade Organization (WTO), North American Free Trade Agreement (NAFTA), and the European Union (EU).

 

Rather than aiming at the domestic market, (as was the earlier practice) focus has shifted to the world market.

 

Consumerpsychologist.com states that the International Product Life Cycle suggests that countries will differ in their timing of the demand for various products. The international and global marketing strategy will have to be applicable to the country they are sold in. Products tend to be adopted more quickly in the United States and Japan, for example, so once the demand for a product (say, VCRs) is on the decline in these markets, an increasing market potential might exist in other countries (e.g., Europe and the rest of Asia). (Consumerpsychologist, 2006)

 

International and global marketing is a “social process which satisfies consumers' wants. The term includes advertising, distribution and selling of a product or service. It is also concerned with anticipating the customers' future needs and wants, often through market research.” In their book, Global Marketing Management—3rd Edition, 2004, Kotabe and Helsen identify some of the reasons why global and international marketing have acquired so much popularity. Saturation of Domestic Markets is a major cause for this. For a company to keep growing, it must increase sales. (Kotabe & Helsen, p.3)

One of the product categories in which international and global marketing competition has been easy to track is in U.S. automotive sales. Three decades ago, there were only the big three: General Motors, Ford, and Chrysler. Now, Toyota, Honda, and Volkswagen are among the most popular manufacturers. Companies are on a global playing field whether they had planned to be global marketers or not. (Kotabe & Helsen, p.3)

 

With the proliferation of the Internet and e-commerce if a business is online, it is a global business. With more people becoming Internet users daily, this market is constantly growing. Customers can come from anywhere. (Kotabe & Helsen, p.4)

References:

KnowThis.com, Global marketing, 1998. Available at www.knowthis.com/internl.htm

ConsumerPsychologist, The Global Marketplace, Perner, Lars. Available at www.ConsumerPsychologist.com/international.htm

 

Global Marketing Management—3rd Edition (2004) by Masaaki Kotabe and Kristiaan Helsen

 

Wikipedia, Global Marketing. Available at  http://en.wikipedia.org/wiki/Global_marketing

C/M/583. The impact of cultural factors upon the design and interpretation of international marketing research

C/M/577. International Marketing Strategy of Timex in India

C/M/576. The impact of cultural factors upon the design and interpretation international marketing research

S/M/304. A coherent pricing strategy provides one of the biggest challenges to international marketers. Identify what these challenges are and critically evaluate their impact on international marketing practices

C/M/557. Marketing Brands in Foreign Cultures

C/M/552. Internationalising the UK Fashion Retailer, Jack Wills

C/M/544. Stereotyped attitudes towards foreign products and their effect on marketing efforts

C/M/543. Parallel importation: what are appropriate pricing strategies?

C/M/542. Locked-up distribution channels and strategies to overcome them in international marketing

C/M/541. International product life cycle and its benefits in making marketing decisions

C/M/540. Hofstede's cultural dimensions and their relevance to the international marketing practice

C/M/538. The International Marketing Strategy of an Olive Oil Company in Spain

E/M/199. Practice of Marketing: Colgate-Palmolive case study

E/M/173. International Marketing: Find Me Some Bicycles

E/M/172. Alton Towers Report

S/M/209. Golf Groups Direct: International Marketing

E/E/50. What factors affect the strategic choices of large businesses operating in the global economy? Answer with reference to economic globalisation and the trading environment, and refer to the impact of at least three international institutions.

C/M/386. Master's Dissertation. Marketing Strategy of Apple Computers Inc in China

E/M/158. To what extent does wealth polarisation exist globally and how does it impact upon international marketers?

E/M/140. Beijing Olympics' marketing

E/M/130. Culture Is Pervasive In All Marketing Activities

E/M/115. Kentucky Fried Chicken in Belgium

E/M/109. Selling UK beer to China, India and New Zealand

E/M/101. Beijing 2008 Olympic Games: marketing perspective

E/M/100. International marketing strategy of Innocent in the Hong Kong market

C/M/254. Presentation. Marketing in Russia: Critical Overview

E/M/97. International marketing practices in Colgate-Palmolive

P/M/816. Dissertation. International product marketing

P/M/771. Goods and services markets: blending tendency

P/M/743. Standardisation vs. adaptation in international markets

P/M/682. International marketing: case study of Lucozade

P/M/654. Report on Durex expansion to China

P/M/635. Strategies in branding and packaging: theory and case study

P/M/618. Report on Disneyland theme park in Hong Kong

S/M/161. Assess the global competitive threat posed to Lipton Ice Tea

P/M/585. Report on international marketing of Haier (China)

E/M/54. Investigating foreign markets: case study of Japan

C/M/283. The Importance of Ethics in International Marketing

P/M/501. Marketing in Asia Pacific markets

P/M/499. Selecting European markets for Greek wine export

P/M/491. South African Brewery: market analysis and global strategy

P/M/486. Dissertation. Exporting Chinese cars to Britain

C/M/261. Discussion paper: Impact of trade liberalisation on consumers.

C/M/396. Global Marketing Management: The Case Study of MDT LTD

S/M/286. Practices of Body Shop in global marketing

E/M/158. To what extent does wealth polarisation exist globally and how does it impact upon international marketers?

C/M/334. Global Marketing: Global marketing vs. International Marketing

C/M/333. Global Marketing: Global Pricing

C/M/332. Global Marketing: Standardising Vs Customising

C/M/331. International Marketing Management

P/M/653. Benefits and the problems of global advertising campaigns

C/M/292. A critical assessment and comparison of opinions of five experts on the global marketing strategy of Espoir Cosmetics

C/M/290. Assessment of the strategic position, evaluation of strategic options and implementation of strategies at the organizational level for KFCs foray in Latin America

C/M/267. Standardization vs. Adaptation of Global Marketing Communication

P/M/410. Advertising strategies in global and local markets

S/M/123. The Market Scanning Framework in International Marketing Practice: A Case-Study of Tescos Global Expansion

P/M/336. Marketing in global environment

P/M/278. In an area of globalisation, marketers nowadays need to pursue fundamental strategic principles such as building brand loyalty, precision segmentation, based on clear understanding of customer behaviour notion. This is essentially driven by the multinational corporations (MNCs and MNEs) investing on building of handul of global brand which achieve global competition and market dominance. Discuss

S/M/19. Market Entry of Porsche in China

Y/M/11. Analysis of Wal-Mart - the global perspective

Y/M/12. 'Globalisation' - Myth or Reality?

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