Globalization has levelled the playing field for the business world to some extent. World is virtually flat and business today thinks in terms of global audience, markets and products. The ways businesses function and operate has undergone a complete makeover. New products and services have been developed which would have been unimaginable a few decades ago. While some products have had a major influence on the way we live, others have been a mere creation of marketers for achieving financial gains. Some products deliver no benefits to the consumers or the society but have been commercially successful due to the intelligent use of branding and marketing. To some extent, globalization can also be credited for the success of these products. One such product is bottled water; its consumption has been consistently growing and, as a result, the industry is expanding at a great pace. Case study “Bottled water – a pure or guilty pleasure?” has tried to address this issue with respect to the bottled water industry; this paper is a critical analysis of the case study.
Globalisation and Marketing
Marketing – A Universal Discipline?
Globalization has brought down the barriers between economies and markets, and has created a truly global market place. Businesses today are building products and services that cater to a global audience. Marketing is one aspect of the business which needs a more focused and targeted approach than a universal one. Even though marketing is a universal discipline, marketing practices must vary from country to country. The customers, available media, channels of distribution, competitors, etc are different in different countries. ...Show more