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Essay example - Global Marketing

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Masters
Essay
Marketing
Pages 10 (2510 words)
The essay tries to describe the evolution and success of the concept of global marketing and to answer the question if global marketing is the strategy of large organizations or if small and medium companies or organizations too can take advantage of operating in the global arena. …

Extract of sample

This research aims to evaluate and present globalization that has opened a plethora of opportunities for organizations and communities to trade across national and supranational boundaries. International marketing is the term coined for trade between the different international entities and is set to evolve into global marketing. Global marketing is an evolving concept with some similarities to international marketing in the advantages it provides in terms of marketing strategies, cost reductions, etc. However, it is also considered to be quite unlike international marketing in terms of the need for a holistic approach towards marketing. While international marketing focuses on standardization of marketing practices across the various national and supranational boundaries, global marketing is an evolution of the concept of international marketing that is holistic in its approach to trade and its marketing practices and tends to leverage both standardization and adaptation as the marketing strategies based on the products and market segment. While international marketing concerns the contextual marketing of products and services, global marketing is the standardization of international marketing. With standardization, there are benefits like cost savings, uniform brand image and improved co-ordination, and with adaptation, organizations benefit from differences in user conditions, regulatory factors, consumer behaviours and customized marketing concepts. ...
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