Global Marketing
" The Oxford University Press defines global marketing
as" marketing worldwide conciliation or commercial exploitation of global
operational differences , similarities and opportunities in order to meet the
overall objectives . "
Global competition
One of the product categories in which global competition
has been easy to track SINA auto sales . Increasing the intensity of
competition in world markets is a challenge for companies at all stages of
participation in international markets . As markets open up and become more
integrated, the pace of change accelerates , technology shrinks distances between
markets and reduces the scale advantages of large companies , new sources of
competition arise , and competitive pressures are mounted on all levels of the
organization. Moreover, the threat of competition from companies in countries
like India , China , Malaysia and Brazil is increasing as their own domestic
markets are opening up to foreign competition , encouraging greater awareness
of international market opportunities and the need to be internationally
competitive . Companies that previously focused on protected national markets
are entering the markets of other countries , creating new sources of
competition , often targeted at market segments sensitive to prices. Not only
is intensifying competition for all companies , regardless of their degree of
participation in the world market, but the basis of competition is changing.
The competition is still based on the market and ultimately depends on
delivering superior value to consumers. However, success in global markets
depends on the accumulation of knowledge and implementation.
If the exporting departments are becoming successful but the
costs of doing business from headquarters plus time differences , language
barriers and cultural ignorance are hindering the company's competitiveness in
the foreign market , then offices could be built in foreign countries .
Sometimes companies buy firms in the country to take advantage of relationships
, storefronts , factories , and personnel already in place. These offices still
report to headquarters in the domestic market , but most of the marketing mix
decisions are made in different countries , since the staff is the most
knowledgeable about the markets. Local Product development based on the needs
of local customers. These marketers are considered polycentric because they
acknowledge that each market / country has different needs.
The factors and reasons to go to the global market
The advantages of the global market we can introduce our
product through advertising
The economies of scale in production and distribution
Lower marketing costs
Power and scope
Consistency in brand image
Ability to leverage good ideas quickly and efficiently
Uniformity of marketing practices
Helps to establish relationships outside the " political
arena "
Helps stimulate ancillary industries to be set up to meet
the needs of the global business
Benefits of eMarketing over traditional marketing
get
The nature of the internet means businesses now have a truly
global reach . While traditional media costs , limiting this type of reaching
large multinationals , eMarketing opens up new avenues for smaller businesses
with a much smaller budget , to access potential consumers from around the
world .
scope
Internet marketing allows the marketer to reach consumers in
a wide range of shapes and allows them to offer a wide range of products and
services. eMarketing includes, among other things, information management ,
public relations , customer service and sales. With the range of new
technologies that are available all the time , this scope can only grow .
Interactivity
While traditional marketing is largely about getting a brand
's message out there, eMarketing facilitates conversations between companies
and consumers. With a channel for two-way communication , companies can feed on
consumer responses , making them more dynamic and adaptive .
Immediacy
Internet marketing is able to , in ways never before
imagined , provide an immediate impact . Imagine you 're reading your favorite
magazine . You see a double-page ad for a new product or service, perhaps the
ultimate luxury sedan BMW or the latest offering from Apple iPod. With this
kind of traditional media , which is not so easy for you, the consumer , to
take the plunge to hear about a product to actual acquisition . With eMarketing
, it's easy to take that step as simple as possible , meaning that within a few
short clicks you could have booked a test drive or ordered the iPod . And all
this can happen regardless of normal office hours . Effectively , Internet
marketing makes business hours 24 hours a day, 7 days a week for every week of
the year. By closing the gap between providing information and eliciting a
reaction from consumers, consumer buying cycle accelerated and advertising
investment can go much further in creating immediate clues .
Demographics and guidance
Overall, the demographics of the Internet are a marketer's
dream . Internet users as a group , have greater buying power and could perhaps
be considered as a population group skewed towards the middle classes. Buying
power is not all , however. The nature of the Internet is such that users tend
to organize into groups much more focused . Savvy marketers who know where to
look can easily find access to the niche markets that wish to target. Marketing
messages are most effective when presented directly to the audience most likely
to be interested . The Internet creates the perfect environment for niche
marketing to targeted groups .
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