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The Greatest Challenges Facing Marketers as they Enter International Markets - Essay Example
Pages 5 (1255 words)
In the age of technology and rapid globalization, marketing has become hugely complex and requires highly creative input to gain leverage and establish niche market position. In the fast transforming environment of international business paradigms, the firms are continuously faced with huge challenges to compete and maintain competitive advantage. …
Fast advancing technology and globalization have become critical elements for marketers as they are intrinsically linked to growth as well as empowerment for consumers across the geographical boundary. The needs of consumers are increasing being influenced by various external factors which not only influence their purchase decisions but also force the marketers to innovate and adopt flexible approach to meet their changing preferences. It is believed that marketing is increasingly being conceptualized as an organizational philosophy or “an approach to doing business”. As a result, consumer not only expects more from the product and companies but the company also needs to conform to their changing requirements vis-à-vis macro-environment factors and strengthen their position through effective communication techniques. These are major challenges that help the firms to strengthen their market position when they expand globally. ...
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