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Global Marketing Article Review, 2006.
This paper analyzes an article "International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward' by Cavusgil, Deligonul and Yaprak.
1,350 words (approx. 5.4 pages), 5 sources, £ 37.95
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Abstract
This article discusses and reviews an article by Cavusgil, Deligonul and Yaprak, "International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward', that assesses the field of international or global marketing from its earliest development to the current prevalent trends. The discussion of this article is extended into the concept of the global brand and how to develop it in the context of new and emerging media and new and emerging markets.
From the Paper
"These authors examine the field of global marketing as a legitimate area of both academic and business research within the context of the global economy itself. They examine first the concept of the global consumer followed by the development of global brands and globally oriented marketing operations. Secondary Issues: Of secondary importance to these authors and within the context of this review are issues related to methodology vis-?-vis actual market research techniques."
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Global Marketing Management Controls, 2008.
An analysis of global marketing management controls and how they are utilized by companies.
4,439 words (approx. 17.8 pages), 22 sources, MLA, £ 83.95
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Abstract
This paper provides a comprehensive review of measures of marketing performance and country potential. The analysis uses a global marketing framework to analyze different types of global marketing control systems that are utilized by companies. The paper focuses primarily on how companies measure subsidiary marketing performance and also provides a complete overview of the different methodological approaches to measuring country potential. In addition, the paper provides a general guide for the strengths and weaknesses of the approaches.
Table of Contents:
Executive Summary
Introduction
Global Marketing Management Controls: What Are Global Marketing Management Controls?
Global Marketing Management Controls Strategies: Techniques FOR Measuring Subsidiary
Marketing Performance
Subsidiary Performance and Marketing Activities: Understanding the Global Marketing Mix
Evaluating Country Potential: Environmental/Situational Analysis
Effectiveness of Marketing Measures
Tools and Techniques of Country Analysis Techniques
Conclusion
Appendix
From the Paper
"The interesting phenomenon is how countries are using these strategies either from a marketing perspective to achieve economic goals, or for public policy uses to bolster political influence. Global marketing management controls is no longer simply a formulated plan for 'private companies' to follow, if they wish to market their products or brands internationally. Global marketing management controls strategies are an important branch of business administration; however it is becoming increasingly a country analysis tool that is becoming very popular based on the number of examples given above and the relative success of this new use."
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Global Marketing, 2007.
An in-depth examination of the future of global marketing.
3,710 words (approx. 14.8 pages), 11 sources, MLA, £ 73.95
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Abstract
The paper explores the differences between the North American market and the Asian market. The paper discusses where the next major market will be and the causes of a market shift. The paper relates that considering the weakness of the North American market and lesser prospects for growth, the next major market is predicted to be in Asia. The paper looks at the strengths and weaknesses of doing business in the Asian market. The paper concludes with recommendations on how to perform global marketing in the future.
Outline:
Global Marketing
Differences Between the North America Market and the Asia Market
Where Would Be the Next Major Market Be and What Causes the Market Shift?
The Strong and Weak Part of Doing Business in Asia Market
How To Do Global Marketing in Future?
From the Paper
"Enhancement of the concept of 'Global Marketing' is being extensively fostered in both the fields of professional as well as domestic societies. The domestic markets cannot single-handedly generate the income as well as the growth potentialities needed by several business enterprises. Several business enterprises are desirous of marketing in global markets; however they are faced with the deficiencies of the expertise as well as financial resources to market abroad in an efficient manner. (Stephens 25) Global marketing points towards comprehension along with explanation of the countrywide variations in detecting similarities relating to transnational issues."
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Culture and Global Marketing, 2005.
Discusses, with examples, the impact of culture on global marketing.
3,485 words (approx. 13.9 pages), 35 sources, APA, £ 70.95
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Abstract
As the forces of globalization create a movement towards product standardization, cultural issues seem to continuously emerge. Several authors and researchers such as Hofstede, Hall and Trompenaar, whose main theories are explained in the paper, try to respond to these issues. However, large multinational enterprises (MNEs) seem to always fall into the trap and disregard concepts such as differentiation, localities, and adaptation. This essay identifies the impact of culture on global marketing by investigating the existing theories with the aid of examples of large-scale marketing decisions.
Table of Contents:
1.0 Origins of Culture and Impacts in Global Marketing
1.1 Political and Economic Forces
1.2 Technology
1.3 Geography
1.4 Social Institutions
2.0 Hofstede's Framework for Understanding Cultures
2.1 Individualism vs. Collectivism
2.2 Power Distance
2.3 Uncertainty Avoidance
2.4 Masculinity vs. Femininity
2.5 Long Term vs. Short Term Focus (Orientation)
3.0 Critical Evaluation of Hofstede's Framework
4.0 High/Low Context Cultures
5.0 Cross Cultural Negotiations and Communication
6.0 Environmental Sensitivity: Globalization, Localization and Adaptation in Marketing
7.0 Conclusion
Bibliography
From the Paper
"Although important, the work of Hofstede can be- and has been- criticized in many ways. There are many weaknesses in his theory with the most important being the lack of subjectivity. The number of countries selected, as well as the number of people and the conditions under which they were interviewed, did not constitute a qualified sample for drawing sound conclusions, but merely gave a ?snap shot? of how some cultures could behave. Likewise, while the framework successfully categorizes the different sets of cultural values, it fails to explain which of these is the most influential for the formulation of culture. In many instances the framework seems quite vague."
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Global Marketing and the Body Shop, 2006.
This paper describes global marketing using the Body Shop as an example.
1,600 words (approx. 6.4 pages), 3 sources, MLA, £ 37.95
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Abstract
This paper examines the concept of global marketing using the success of the Body Shop as its prime example. Global marketing is compared to international marketing. The history of the Body Shop is described also in terms of their approach to social responsibility.
From the Paper
"Global marketing is the means by which the international market potential can be tapped. Global marketing uses a single marketing scheme to sell products worldwide. International marketing on the other hand is a marketing program is tailored to suit the needs of each individual country. Global Marketing expands the horizons of a company by allowing the products manufactured by that company to be sold world wide thereby increasing sales revenue and improving cost efficiency."
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Global Marketing and International Business, 2005.
A discussion on global marketing using the Internet.
2,475 words (approx. 9.9 pages), 10 sources, £ 69.95
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Abstract
This paper looks at global marketing using the Internet and different issues raised by different countries, noting that e-commerce has been increasing and that more and more businesses seek an Internet presence to market to different countries. It also discusses how global marketing today requires understanding of customs, laws and political practice around the world to avoid legal action, retaliatory policies and other adverse actions.
From the Paper
"Global marketing and international business raises numerous difficulties for the individual business under any circumstances, but marketing and sales over the Internet can involve new kinds of issues and problems, including the need to cope with differing political and legal risks in various countries where they may be operating. The Internet is viewed by many in America was a completely freewheeling and largely uncontrolled means of expression, a place where once information is placed on the Web, it is "out there" forever. This is not really the case, however, and different countries have different ways of blocking material they do not want to allow their citizens to access and laws covering types of expression, commercial transactions, and any transfer of funds. Global marketing today requires understanding these variations in custom, law, and political practice around the world to avoid legal action, retaliatory policies, and other adverse actions. "
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Global Marketing Management, 2006.
Compares and contrasts elements of global marketing management to that of any other type of marketing management.
1,125 words (approx. 4.5 pages), 4 sources, £ 31.95
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Abstract
This paper discusses global marketing management as first involving the same elements as any type of marketing management and then as taking into account the different requirements of the global marketplace, the different opportunities and the pitfalls that must be avoided in this developing arena. The paper also describes the task of the marketing manager as that of deciding what works and what does not and seeing to it that the company follows what works.
From the Paper
"Global marketing management first involves the same elements as any type of marketing management and then must take into account the different requirements of the global marketplace, the different opportunities, and the pitfalls that must be avoided in this developing arena. Deciding what works and what does not and seeing to it that the company follows what works is the job of the marketing manager. While the purpose of marketing is the same in the global marketplace as in the domestic market, namely to decide what the customer wants and then to provide it, the task can be more complicated in the global market because the manager will not be as familiar with that market, because that market is not one market at all but many markets in many different countries and parts of the world, and even different markets within the same country or region."
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Global Marketing, 2004.
An analysis of the progress made in the sphere of global marketing.
2,182 words (approx. 8.7 pages), 7 sources, MLA, £ 48.95
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Abstract
This paper examines what marketing communication strategies are needed to increase business, gain a larger share of the market and assure consumer confidence in today's global market. The paper explores the beginnings of exhibiting and selling goods and services online and provides several examples of online marketing. The world of e-commerce is discussed in the paper.
From the Paper
"In addition to quality, usefulness and pricing, one of the major concerns of the modern consumer is convenience. Perhaps for this reason, the shopping mall became successful since it had a number of retail stores in which consumers could purchase their needs without traveling miles out of their way. Now, the Internet makes it possible to "shop" and buy without leaving the comfort of one's home or office. All that is required now is an inventory accessible to a distributor/shipper, a price that is acceptable, a product or service of interest to a large umber of potential customers, and a web site which is accessible to literally millions of PC users world-wide. One additional necessity: long-term financing to keep the concern going and growing, even though chances are it will lose money for the first several years of its existence. So, rather than follow a single product from a single supplier, we focus on the "product" being e-commerce, and the Internet, and how one can successfully develop customer interest, and eventual profitable market-share through its use."
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Global and Domestic Marketing, 2004.
An analysis of macro-environmental forces that affect global and domestic marketing decisions.
1,024 words (approx. 4.1 pages), 8 sources, MLA, £ 25.95
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Abstract
An organization's marketing environment comprises of its internal make-up, its micro-environment such as its external customers and distributors and the macro-environment. This paper focuses on how three of the macro-environmental forces affect global and domestic marketing decisions. The three macro-environmental factors discussed are political, economic and cultural factors.
From the Paper
"Currently, of course, a growing recognition of the important role global trade plays in bringing about a healthy world and domestic economy has led to governments agreeing to create GATT (General Agreement on Tariffs and Trade), among other trade liberalization efforts. As a result, these political measures have made it easier for companies to conduct international trade and investment and to globalize their production, distribution, and general business operations (Rao, 2001, p. 3-4). Marketing planners, nevertheless, must take the global macro-environment, into consideration since other factors such as other political tensions will continue to affect organizational performance. In a similar vein, although many of the world's nations have increasingly moved towards liberalization of their local economies, political factors continue to affect organizational decisions pertaining to specific domestic markets."
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Globalization and Marketing, 1995.
Examines the four marketing perspectives in the modern world: domestic, international, multinational and global. Discusses each briefly, but focuses on the global marketing perspective.
1,125 words (approx. 4.5 pages), 7 sources, £ 28.95
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From the Paper
"International firms are taking a global perspective today to a much greater degree than in the past. Globalization is a particular way of looking at the markets of the world and a particular way of responding to international pressures. Companies today are arranging their entire business structure to respond to global demands. Manufacturing is done at different points around the world; distribution is shaped to different requirements; products are repackaged and even reformulated for different world regions; and marketing is shaped to appeal to people in different parts of the world.
There are four types of marketing mindset that can be brought to bear on a marketing problem. The global perspective takes a different view of opportunities and facts about the world market than the domestic, international, or multinational ..."
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Global Marketing, 1994.
This paper discusses global marketing: Purpose of advertising, image-creating, cigarettes, product variability, target marketing and working with manufacturer.
1,125 words (approx. 4.5 pages), 6 sources, £ 28.95
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From the Paper
"Advertising is a critical component of any marketing program. Some products rely on simple word-of-mouth advertising, other products are supported by multi-million dollar campaigns that build image, position the brand and provide information. In today's global economy, there is increased pressure on even medium-sized businesses to market their products internationally. Such marketing requires advertising support, but brings with it additional problems for the marketing manager. This research addresses the purposes of advertising regardless of its geographic reach, how companies can determine if their products can or should cross international borders, and the issues that confront advertising and marketing managers who decide to take their market to the global marketplace.
Advertising can support a product in several ways. ... "
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Global and Domestic Marketing Decisions, 2004.
A brief analysis of global and domestic marketing decisions.
845 words (approx. 3.4 pages), 4 sources, MLA, £ 21.95
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Abstract
This paper contends that companies must keep abreast of the profound technical, cultural, and ethical shifts that have occurred in today?s business climate in order to make accurate marketing decisions. The paper discusses the technological, cultural, and ethical aspects of these changes and applies them to marketing decisions.
From the Paper
"Of course, it?s tempting to think of business decisions as occurring in a perfect economic bubble?wouldn?t it be nice to simply prepare a strategic SWOT (strengths, weaknesses, opportunities, and threats) analysis based on one?s industry alone? Alas?or fortunately, depending on one?s perspective, however, no company exists within such a comfortable bubble in today?s business environment. (SWOT Analysis, 2004) Today, companies must keep abreast of the profound technical, cultural, and ethical shifts that have occurred in today?s business climate, reflecting the more forward-thinking yet bearish attitude climate of the 21st century, as opposed to the 1990s."
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Global Marketing, 2005.
An overview of the rapidly growing phenomena of global marketing.
1,200 words (approx. 4.8 pages), 4 sources, MLA, £ 29.95
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Abstract
This paper explores the reasons for the growth of the export business. The author highlights that many more small and medium sized companies are involved in exporting and are the leading source of job creation in many countries. The paper also discusses the internet as a powerful tool that expands international marketing into another dimension by making overseas markets easily accessible. It also includes examples of the cell phone and tobacco industries to qualify previous discussions.
From the Paper
"Saudi Arabia has no domestic manufacturers, thus the Saudi market is dominated by foreign imports. Philip Morris and BAT are particularly powerful, while MTM of Yemen and the Philippino company, Fortune Tobacco, also have a strong presence. Unlike other countries in the region, low tar brands (10 mg is the legal limit set by GCC regulations) and the ultra low tar are very popular. Philip Morris, with 20.6 percent of the market share, has the top two leading brands in the country, Marlboro and L&M, although BAT, with 9.9 percent of market share, has three of the top five sellers. Direct advertising of tobacco products is prohibited in Saudi Arabia, however, foreign publications continue to carry cigarette advertising, and cigarettes remain widely available in supermarkets and shops where they are typically prominently displayed."
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Global and Domestic Marketing, 2005.
This paper examined the economic, social and political environments upon which global and domestic marketing is based.
1,090 words (approx. 4.4 pages), 6 sources, MLA, £ 27.95
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Abstract
This paper explains that the economic environment of any country depends upon such factors as the type of economic system in which the country operates, government intervention in the free market, the comparative advantages of the host country, quality of the infrastructure and workforce factors like the skill level of the workforce and labor costs. The author points out that the social environment of a country depends upon such factors as its demographics, class structure, education, culture, attitudes and leisure interests. The paper relates that some of the political environment factors are political stability, risk of military invasion, intellectual property protection, trade regulations and tariffs, favored trading partners, taxation and wage and mandatory employee benefits legislation.
Table of Contents
Economic Environment
Social Environment
Political Environment
From the Paper
"Finally the number of non-family households is increasing. Many young adults leave home and move into apartments, while others choose to remain single, some are widowed or divorced. Now more than 47 percent of all households are non-family or single parent households. This makes up for the fastest growing categories of households. These groups have their own specific needs. For example, they need smaller apartments, inexpensive and smaller appliances, furniture and furnishing and food that is packed in smaller sizes."
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