How Marketing Is Done On an International Scale - Research Paper Example
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This paper illustrates that culture is the “collective programming of the mind which distinguishes the members of one group or category of people from another.” It is a phenomenon that involves the values, ideas, practices, “artifacts and other meaningful symbols” that enable people to understand each other for easier communication. Culture in itself also encompasses the goals that are shared by a community. It embraces the way of life of a group of people, which may differ from the next group. Some of the factors that contribute to such differences are the behaviors and practices of previous generations, which are in turn passed on to the next generation by way of tradition. All of these factors, embodied by culture, influences how one treats a fellow human being, how one communicates and negotiates, how one processes information and formulates a decision. The values that are inherent in culture help mold an individual in making important decisions such as work and may be the determining factor in helping that individual achieve success. Understanding the culture of a group of people is very important in marketing, especially in such a field as complex as international marketing. This is because everything that a consumer does, even down to the way the consumer thinks, is heavily influenced by his/her culture. This is what makes marketing quite challenging, because cultures vary from one to another, and there are always changes introduced to groups of people that would also modify their culture. Indeed, the culture in the 19th century is different from how it is currently. In the same way, marketing strategies are also bound to change.
This paper shall illustrate how marketing is done on an international scale. The researcher shall provide information from various sources at how marketing is done in different areas of the world, and how marketers cope with the changing demands of their customers…
Since it is problematic to serve the needs of every single customer, therefore marketers segment the group of customers on the basis of similar needs and wants. Major types of segmenting include; demographic, psychographic, behavioral, geographic, technographic, attitudinal and firmographic.
rom the West that have been around for a long time (e.g., IBM, Nestle, Sony, Shell, Siemens, Unilever, etc.)? (7%) A lot of factors could be pointed out as what new global challengers firms do differently from existing multinational and how different these two groups of business line run their individual companies.
According to the discussion the importance of ‘economies of scale’ especially in production on a large-scale has often been recognized in the context of international trade. Economies of scale have also had a great impact in the rapid growth of industrialization in several countries after the war.
dvice, market support services as well as financial assistance to Australian businesses seeking to export their products around the globe (Austrade, 2007). This development of international business depends on the guidance as well as advice provided by the Australian government
In fact, the ability of a firm to influence the consumer choice is considered to be the major indicator for the performance of the firm within its industry. For this reason, it is suggested by Moore that ‘a successful company uses marketing techniques such as focus groups, surveys to discover what particular features consumers desire in a product’.