StudentShare solutions
Triangle menu

International marketing - Essay Example

Not dowloaded yet

Extract of sample
International marketing

The assignment delineates from different perspectives how information technology and systems has changed the demeanour of marketing across nations, in the global arena. The paper emphasises the fact how IT has influenced marketing from strategic planning, execution and evaluation of marketing programs to decision making; information technology has brought about drastic implications for marketing personnel, specifically for those operating internationally. The assignment also discusses the trickledown consequences of the IT assimilation with the marketing function and how it has in fact distinctly changed the way products are manufactured, marketed and distributed internationally; it has radically transformed how brands are built in a global scale and has also determined new grounds for creating long lasting and loyal end-user customer and organisational relationships in the international dome. Importance of Information for Marketing Sooner than discussing the importance of information and technology systems in marketing, it is important to first consider what an information system actually is and why it is so crucial for marketing. Marketing in general, is all about gaining information over the existing and emerging needs of the consumers that comprise the market, doing research and devising strategic plans for accumulating resources for execution of plans, production of required products, promotion and publicity, distribution of the same to ensure availability of goods and services to the market which eventually satisfies those prevailing consumer needs. Briefly marketing is that only vital business function that provides organisations the platform to get to know to and interact with the end user customers and consumers. So, marketing would be an incomplete extravagant effort without prompt, precise and continuous information flow about the market. Therefore, an information system is the part and parcel of marketing function and activities. An information system on the other hand is an organised automated program that assures timely, precise and incessant flow of information for managerial use. So, the contemporary organisations are increasingly incorporating information systems and technologies with marketing to make the most of their IT investments and marketing proficiencies for gaining command over the market needs. As a result of which diverse marketing information systems are being successfully established and executed by both local and international organisations (Doole and Lowe, 2008). Philip Kotler, the guru of marketing, considers that an integrated marketing information system is over and above a mere system of collection of data and is beyond any set of information technology or systems; a marketing information system is an enduring and cooperating structure of people, paraphernalia and procedures to draw together, arrange, study, evaluate, and disseminate relevant, timely and precise information for use by ...Show more

Summary

Table of Contents Table of Contents 1 Introduction 2 Importance of Information for Marketing 2 IT and Its advancement 6 Effects of IT on International Marketing 8 Factors Moderating the Effect of IT on International Marketing 9 Globalisation 9 Changing Market Attributes in International Realm 10 Rate of Technology Advancement and Diversity 10 IT Revolutionised the Marketing Conduct across Borders 11 Marketing in International Domain 11 Cost Efficacy 12 Transparency and Evaluation of Global Performance 12 Benefit to Consumers/Customers 13 International Marketing, IT and Global Brands 13 Relationships with Global Customers 14 Conclusions and Recommendations 15 References 17 Introduction This as…
Author : wondricka
International marketing essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"International marketing"
with a personal 20% discount.
Grab the best paper

Related Essays

International Marketing
Companies save a lot by not up-selling at the opportune moments during in-bound calling since out-bound calling these days is considered to be invasive and eventually disastrous to the customer association. There is a benefit that arises from a quality outsourced customer care and that is the capacity to produce relatively higher retention rates.
4 pages (1000 words) Essay
International Marketing
The marketing strategies employed in the international markets vary depending on the unique needs of the specific countries such as culture, geography, language and religion. However, they also show some similarities particularly where similar marketing strategies, such as using local media for advertising, are employed over a region or in several countries.
5 pages (1250 words) Essay
International marketing
Mulberry depicts a British lifestyle brand that produces pilferer bags made of leather, binocular bags and dispatch bags. It provides products of a variety of range including women’s wear, menswear and footwear. The company has got it name in the London Stock Exchange by the name of MUL.
12 pages (3000 words) Essay
International Marketing
It is a strategy that applies techniques in use in the home country to other countries abroad. International marketing ensures diversification of markets, market growth and economies of scale for companies that involve themselves in this kind of marketing.
12 pages (3000 words) Essay
International marketing
At the heart of international strategy lies selection of foreign market and the entry models which are appropriate for the desired market (Ellis, 2010, p.450). A comprehensive and exhaustive analysis of the market plus the entry mechanisms are essential for any firms planning to venture into foreign market if the corporation would want to remain in operation and break-even.
4 pages (1000 words) Essay
International Marketing
As Solomon (1994) noted, going international presents an opportunity for a company to increase profitability and diversify risk. As the international marketing manager of Highland Spring ltd,
12 pages (3000 words) Essay
International Marketing
Still, there is a possibility of containing the grey market, through the implementation of both formal and informal process to the
4 pages (1000 words) Essay
International Marketing
Whatever the product or service offered by the manufacturer or service provider can reach the consumers only through effective marketing techniques. Globalization has opened the doors widely open for business community as they can market
14 pages (3500 words) Essay
International Marketing
It has been found that almost 48% of eBay’s total profit comes from the international business. eBay has always developed a proper plan before entering into any international market. In 2006 the company decided to enter in China through joint venture or
2 pages (500 words) Essay
International marketing
There are various reasons for business selling beyond its domestic borders. The geographical size of the country determines the size of the market. After the domestic market gets saturated, a businessman has to think beyond the national borders. At times
5 pages (1250 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation