This website uses cookies to ensure you have the best experience. Learn more

Global Marketing Essay

2534 words - 11 pages

Chapter 1 The Paradoxes in Global Marketing Communications
Paradox: statement that seems contradictory but is actually true. Eg/ “think global, act local” in global marketing
Global-Local Paradox – People are inclined to see similarities from the framework of their own culture.
Technology Paradox - Convergence of technology is not the same as convergence of pepole’s values and habits. Instead, technology reinforces the differences and together with increased wealth leads to divergent behavior instead of convergence. People will embrace new technology to do the things they are used to doing, but in a nicer or more efficient way.
Media Paradox - Growing number of satellites may ...view middle of the document...

In developed world, economic convergence – majority of people have enough to eat and extra income to spend elsewhere. But motives for purchase not converged. Macro level.
But as people become well educated and more affluent, their tastes actually diverge. Cultural values become manifest when basic needs satisfied. The wealthier countries become the more manifest is the influence of culture on consumption and consumer behavior Eg/ Europe

Global-Local Dilemma in Global Marketing – Whether to sell an identical product throughout the company’s sales are or to make whatever modifications needed to account for local differences.
Needs may be universal but attitudes, motivations, and expressions of needs vary across the globe.
Argument for global standardization based on 2 assumptions:
Convergence of consumer behavior
Existence of globally uniform segments, or global communities with similar lifestyles across borders.

Levitt: driving forces for convergence of needs and desires are technology and modernity. Standardization enables a company to compete on the basis of appropriate value (price, quality, reliability etc) WRONG
Contingency perspective: the most effective advertising strategy varies depending on the situation

Variables Influencing the Standardization-Adaptation Decision:
1. The product – different points in life cycle requires different advertising
2. Company and its culture – culture of company’s country strongly influences the vision of its manager, which affects degree of standardization
3. Business environment – Infra, competition, laws and regulations, etc. Particularly, existence of international media (for standardization)
4. The Consumer – lifestyles, preferences, tastes, culture climate, language, spending power.

Chapter 2 Global Branding
Brand: a site to produce perceived uniqueness of products and services, to differentiate against competition, and to build intangible value in the form of customer goodwill, trust, and loyalty. Emotional benefits/values added to give distinct identity. Creates consumer communities “storytellers” and vehicles for reinforcing myths
Strategic brand models developed locally and cannot be applied globally.
Brand strength due to the meaning that a brand creates.
Brand in the mind of the consumer creates mindshare: how often consumers think about brand as a percentage of all times they think about all brand sin category
Means-end chain model: a conceptual structure linking a product (attributes) and a consumer (values)
This connection identified using laddering technique: method that helps explain consumer choices through the identification of the network of links among product attributes, consequences or benefits of these attributes, and consumers’ values
Brand personality: defines brand as a human personality. Attribute human personality to brand to achieve differentiation.
Brand identity: the expression of the brand, including name and...

Other Papers Like global marketing

Global Marketing Strategy Essay

4872 words - 20 pages SESSION 1 2 CHAPTER 1: Global marketing in the firm 2 1. Introduction to globalization 2 2. The process of developing the global marketing plan 2 3. Comparison of the global marketing and management style of SMEs and LSEs 2 4. Should the company “stay at home” or “go abroad”? 3 5. Development of the global marketing concept 3 6. Forces for global integration and market responsiveness 3 7. The value chain as a framework for

Marketing in Global Economy Essay

597 words - 3 pages Marketing in a Global Economy Name Course Instructor Date Marketing in a Global Economy As the largest coffee based company in the world, Starbucks Corporation has relations with more than sixty one countries globally. Largely based in Seattle Washington, Starbucks has coffeehouse chains in Canada, the United States, the United Kingdom, China, Japan, Mexico, South Korea, Thailand, Taiwan

Global Marketing Some Cases

753 words - 4 pages leading company of the market. they are facing some brand settlement problems but probably managers will solve the problem with several innovations. Case Study 3: Integrating Branding Strategy Across Markets Thanks to globalization of markets and growth of competition on a global world, firms need to pay higher attention to integrating marketing strategy across markets. According to author; branding policy is an important element for firms overall

Global Marketing Wal-Mart

1712 words - 7 pages translation is not perfectly right, the company could be giving off a completely different message than what they originally attempted. This has happened with many companies. One company in particular that has had issues transferring their products overseas is Wal-mart but it’s still isn’t very good at learning about local cultures. Works Cited Johansson, Johny K. Global Marketing: Foreign Entry, Local Marketing & Global Management. New York

Marketing in a Global Economy

717 words - 3 pages Marketing in a Global Economy Assignment BUS 620 Managerial Marketing Timothy Malone December 23, 2013 Marketing in a Global Economy Assignment Italy represents the height of the coffee culture, “the gold standard against which all others are measured” (Faris, 2012). For Italians, their coffee is a cultural symbol. If Starbucks is serious about venturing into Italy, then they have a lot of work to do in order to promote their brand

Global Marketing

1104 words - 5 pages issues for several years to come and may or may not offer opportunities or threats to global businesses. Legal and Regulatory Issues According to Brian Rowbotham, it is relatively easy to conduct business in China today (2009). There are various legal forms of doing business in China; each which have their own tax affect. In January, 2008 China passed new tax laws which effectively increased taxes an additional 25% while phasing out tax

Global Marketing

672 words - 3 pages Culture and Economic Development in China China has had one of the top economic growth rates in the world over the past twenty five years. Huge capital influxes and low-priced refugee labour have fired financial development, creating China the world’s workshop. Manufacturing innovation in China presented the transformation of China from being a mediocre economy to world’s second largest economy within a matter of few decades. Chinese economic

Global Marketing

934 words - 4 pages as just a repeat of NAFTA. It helps corporation, but it really doesn’t help our workers.” he said, referring to the North American Free Trade Agreement in 1993, which removed many trade barriers among the United States, Mexico and Canada (Steven. G, Dec 8th, 2010). The global automobile industry is usually placed at the center of the disagreement over free trade deal as well. This industry has often consisted of many related and subordinated

Global Marketing Managment

3038 words - 13 pages Examination Paper of Marketing Management IIBM Institute of Business Management Examination Paper International Marketing Management Section A: Objective Type (30 marks) MM.100    This section consists of Multiple choice questions & Short Answer type questions. Answer all the questions. Part One questions carry 1 mark each & Part Two questions carry 5 marks each. Part One: Multiple choices: 1. International marketing includes

Gucci - Global Luxury Goods The Essay Analysis Gucci As A Global Provider Of Luxury Goods From A Marketing Point Of View

5055 words - 21 pages Michel et Augustin Cookies: Culinary Adventurers Competing Against Food Industry Giants 03/2014-5757 This case was written by Hernán A. Bruno, Assistant Professor of Marketing, and Hilke Plassmann, Assistant Professor of Marketing, both at INSEAD, based on an independent study project by Felix-Antoine Joli-Coeur. It is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling

Global and Chinese Chloramben Industry With Big Implications For Manufacturing and Marketing Analysis 2009-2019

649 words - 3 pages Global and Chinese Chloramben Industry, Market Research Report, Trends and Forecast Research 2009-2019 Kkkkkkkkkkkkkkkkhhhhhhhhhhhhhhhhh 57744444 Number of Pages - 150 Publish Date – Dec 2014 Stay With US According to a new market report published by Prof Research Reports Market Research Report on Global and Chinese Chloramben Industry: Market Analysis, Size, Share, Growth, Trends and Forecast Report 2009-2019. Global

Related Essays

Global Marketing Essay 1523 Words

1523 words - 7 pages Global Marketing Question 1 The market positioning and segmentation of Pepsi Co are as follows:- a) The market positioning and segmentation strategy Pepsi Co has chosen in this case are the launching of new drink for target group where the target audience are belonging from age group of young men. The products also targeted the consumers who switched to bottled waters instead of diet related drinks. The

Global Marketing Essay 774 Words

774 words - 4 pages sites, it’s the pictures they took that are enjoyed the most. Forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media. Pictures have become one of our default modes of sorting and understanding the vast amounts of information we’re exposed to everyday. Detavio Samuals is the EVP and Director of Client Service at Global Hue, one of the nation’s top marketing advertising agencies. He

Global Marketing Essay 1927 Words

1927 words - 8 pages and buying behavior. 2. Demographic segmentation is based on measurable characteristics of populations which includes all of the following examples except: Answer : C) Consumers buying Porsche would like to be noticed. 3. Global marketing authority, Theodore Levitt, has noted that many ethnic and regional foods—sushi, for example—are enjoying popularity in many countries of the world. This observation is known as: Answer : A) the

Marketing Global Essay

1907 words - 8 pages MARKETING GLOBAL RESUME MERANCANG DAN MENGELOA STRATEGI PEMASARAN GLOBAL Disusun Oleh: REZA ASHARY 1207030002 PROGRAM PASCASARJANA MAGISTER MANAJEMEN UNIVERSITAS ISLAM SYEKH YUSUF 2013 Industri global adalah industri yang didalamnya posisi strategis pesaing dala pasar geografis atau nasional utama dipengaruhi secara mendasar oleh possi global mereka secara keseluruhan. Perusahaan global adalah suatu perusahaan yang beroperasi