Having completed the individual portfolio entries, the other element of the portfolio requires you to reflect on the main lessons you have learned about the global marketing context drawing on your individual portfolio entries.
This element of 2000 words should provide:
• An informed discussion and critical analysis of the topics covered based on the lectures and seminars and also your independent research drawing on a range of quality academic sources. This should include identifying implications for global/international marketing strategy and recommendations for global marketing management;
• An explicit reflection on the key lessons for you both in terms of module content and your approach to learning. This reflection should include how you will use the key lessons moving ahead in your career.
Globalization (globalization) word, a concept, is a phenomenon of the process of development of human society. There are many definitions of globalization, globalization in the usual sense refers to growing global linkages, on the basis of human life on a global scale development and the rise of global consciousness. Between countries in the political, trade and economic interdependence. Globalization also can be interpreted as a compression and apparent global world as a whole. After the 1990s, with the forces of globalization on the social impact of the expansion of the human level, attention has increasingly political, educational, social and cultural disciplines, have caused research boom. For the “globalization” of perception is good or bad, is still a matter of opinion.
1. Unpredictable globalized country or loss. Abstract talk about globalization benefit or damaged condition is very difficult
2. Chase the most profound difference is that the era of globalization features. Globalized capital impersonal at all, it brings intense social change, to stimulate the rise of diverse ideologies, but also must be accompanied by intense social groups as well as the ideological conflict between nation-states. The globalization of the past brought prosperity and progress, it also brings Revolution brought civil war, has brought “War of the Worlds.”
3. Promoting nationalism and national boundaries globalization.
GDP refers to the period of time (a quarter or a year), a national or regional economy in the production of labor and the value of all final goods, is often recognized as the best measure of the country’s economic situation.
It not only reflects the economic performance of a country, but also reflect the strength and wealth of a country. Per capita gross national income (GNI) below the low-income countries, the line is called the low-income countries. In 2013 for $ 1,035 low-income criteria.
The World Bank is a per capita gross national income of the world’s economic development level are grouped. Usually the world into four groups, namely low-income countries, lower-middle income countries, middle income countries and high-income countries. However, the above criteria are not fixed, but with the economic development continues to be adjusted. Lower-middle-income countries and middle-income countries on collectively called middle-income countries.
According to data released by the World Bank, in 2008 the latest income grouping criteria: per capita gross national income of less than $ 975 for low-income countries, between 976-3855 US dollars for middle-income countries, between 3856-11905 US dollars upper-middle-income countries, higher than $ 11,906 for the high-income countries.
World Bank 2010 criteria for low-income economies for $ 1,005 or less persons; lower-middle-income economies in the range of $ 1006-3975; upper-middle-income economies between $ 3976-12275; for high-income economies $ 12,276 or above.
After I read these 2 articles, I try to get what the main point they present to us.
The first articles told us after the cold war, the change of FDI affect the economic of the world so much, especially, the FDI of developing country, such as BRIC. They developing many of the developing countries move they refusal attitude, which begin to accept the globalization. Then many multinational enterprises have born. Because they got the large marketing and developing space, they attract much FDI that will help them to improve the technology and development. And they also begin the make the FDI in some poor or small countries; they may help them to get the basic of economic for developing.
Then the second articles try to present that the emerging market multinational enterprises (EMNEs) is playing the strong role of the globalization now. Actually, the EMNEs got the potential and wild ambition. The competitive advantage they got is ultra-low cost production, frugal innovation, insight into customer needs, operational excellence in adverse environments and privileged access to resources and markets. In my option, that was timing. They are late movers in their industries; they are almost he winner within their country, so that they are almost becoming the top of their own country. So they can get the most resources. And they can also get the cheap labor within their local place. They caught the chance to compete with the Western firms. In another way, some Western firms underestimate these EMNEs’ developing and invade.
All as all, these two articles present me how the developing countries become a strong competitor and how the EMNEs invade the global marketing.
Cultural differences, similarities and differences from region to region entails differences, all people of the region-specific cultural similarities and differences arising. Cultural globalization refers to all cultures of the world in various ways, in the “convergence” and “mutually exclusive” at the same role in the worldwide flow. Cultural community we wish to form a cultural globalization process called “globalized cultures”. Understanding of the cultural identity of globalization is the globalization of culture grasp.
Culture shock can be various, ranging from climate, food, language, dress, until behavior, population density, political and economic environment, and so on; both factors in the body, is more psychological factors. In a new cultural environment, culture shock makes impacted by a loss, or even the whole of psychological balance and value criteria completely lost.
Physical flow of goods produced and consumed worldwide commodity culture has become a world most of this global consumer culture and the level limit. .Through rapid development of information technology to promote the exchange of cultures. Western countries directly by means of economic globalization eh pursue its culture and values. Global culture is adapting to economic globalization by clashing and integration.
Despite the culture shock is indeed a new life in the dissonance of sound, and people live in fear, but with the deepening of the guest in cultural understanding, the power of the impact of still slowing down. In the adjustment process, it is necessary to remind yourself: your reactions or ideas of others are not necessarily for you personally, and vice versa. That is, these reactions and ideas are usually inconsistent results from the two cultural values, rather than personality on interpersonal friction. To avoid serious conflicts and reduce friction power and damage, often depends on your knowledge of the differences between the two cultures on the values and behaviors of.
Lecture: We learned knowledge about the in-group and out-group orientation and Maslow’s Hierarchy of Needs by comparing West needs and Asia needs. And we talk about the Customer v Consumer, Independent v Interdependent and family decision making and buying decision making.
Seminar: We use the picture and short sentences to introduce the different culture with different groups. Then we view the picture each other and other group members are also introduce the meaningful of their jobs to us. Our group are introducing the different greeting from different culture. And there was a group which is comparing the meeting between China and Western make me profound.
Pagel, M., 2012. Does globalization mean we will become one culture? [Online]. Available at: http://www.bbc.com/future/story/20120522-one-world-order
This article states that homogenization of cultures, has led to the global emergence of common consumer behaviours, wants and needs. This has prompted many multinationals offering global products that are not differentiated according to unique national needs. Examples of these corporations include Starbucks, Coca Cola, and Facebook. The author interprets this as loss of diversity and identity, and the spread of westernization. What is most interesting about this article is that contrary to what the Hofstede model of national cultures suggests, cultural unification is taking place to such an extent that transnational corporations are now able to deploy the global approach to international marketing.
Questions of [MUSLIM COLA: Cola wars or cola crusades?]
1. If the Qibla and Mecca would like to be capable of long-term market share, they have to prevent their product to be localization. They can own their characteristic, but try to be suitable for different people not just Muslims. Interaction with consumers is the key brand promotion activities, small and medium enterprises in the branding process to mainly to attract consumers to participate or respond to, the success of promotional activities must be the most widely used form of consumer participation, and to attract a large number of consumer participation, all procedures must be simplified, so that consumers much energy costs; and for the execution, only the program was easy to control simple, its maneuverability was strong, the operation can be put in place, and the results can be guaranteed.
2. These Muslim cola companies can target a wider audience. One of main reasons that some Muslims object to the ‘commercialization’ of Islam, as represented by these cola companies’ marketing strategies is in their mind, their faith is Sacrosanct that cant becoming a business. These companies’ marketing strategies are blasphemy of their faith. But on the other hand, if these Muslim cola are wider audience as advocating the Islam culture, will be easier to be received. Islam advocates peace, but some people misunderstand the Islam because of terrorist attacks. The Islam itself is good. So These Muslim cola can advertise their product as peace and against war. A great Muslim product can help the Islam clear up these misunderstanding and bring positive energy.
3. No matter I am a CEO of the Coca-Cola Company or Pepsi-Cola, I will state our company is not represent any politics and we respect every culture and faith of the world. If our company wants to get in somewhere marketing to target a wider audience, I will make our product be location. There is a proverb: Do in Rome as Rome does. Advertise more positive sprit and far away from politics. Our company is serve for whole the world.
THE RELEVANCE OF KARL MARX IN THE STUDY OF THE CONTEMPORARY UNITED KINGDOM SOCIETY
Most Canadians were unhappy with the three cell phone service providers that existed in 2008. At that time, the conditions that had been set for one to use the services were quite unfriendly to the consumers. However, this temporarily was changed by the creation of a new service provider called Koodo. Koodo provided better services for the consumers and managed to get a relatively good number of consumers. There emerged speculations that this new company was a subsidiary of one of the three initial service providers, a fact that made the consumers lose faith in the new company that they had seen as a saviour. Various challenges emerged as a result of the various situations that were brought about by the existence of this new company.
Koodo should come out clean and openly state that they are an affiliate of Telus. At the same time, they should assure the consumers that their regulations will continue to look out for the interests of the consumers. This will assist in earning back the trust of the consumers. Koodo should also look for new promotions to attract more people to sign up with them. Holding competitions and giving out prices will also serve as a way of Koodo giving back to the society.
Telus should try to show respect to their consumers by listening to them and making all reasonable attempts to monitor and satisfy their needs. Telus should also try and merge with Koodo to increase both their client base. Maintaining transparency with their consumers should also be a top priority for Telus in order to gain their trust. Cancelling the contracts with their consumers and formulating new consumer-friendly ones should also work in earning their consumers’ trust.
The method that Koodo and Telus used do not portray honesty, and their real values of the company are not do not relate with their slogans of courtesy professionalism and honesty in their interactions with their customers.
Aaker, David 2005, Strategic Market Management 7th ed, New York, John Wiley.
Boylan, Michael. 2000. Business ethics. Upper Saddle River, NJ: Prentice Hall.
Brady, Diane. 2000. Why service stinks. In Marketing, 24th ed. (annual edi-
tions), edited by J. E. Richardson, 44-49. Guilford, CT: McGraw-Hill/
Carroll, A. B., and Ann K. Buchholtz. 2003. Business & society: Ethics and
stakeholder management, 5th ed. Mason, OH: Thomson South-
Davidson, Kirk. 2003. Selling sin: The marketing of socially unacceptable
products. 2nd ed. Westport, CT: Quorum Books
Long-term stability of government policies directly affect government policy long-term business strategy. Although government policy is always in some kind of gradual state, but the company’s primary concern is a fundamental change in the country’s foreign policy. This fundamental change reflected the following points: the frequent turnover (1) regime. (2) the host country but also in terms of political instability and frequent violence, security chaos and demonstrations and so on. (3) the cultural divide is another factor of political instability. (4) religious opposition is often a source of political instability.
Nationalism that economic development of a country to rely more on their own economic power, to develop their own special safeguard national industries. Virtually every nation-state, no matter what it is made to ensure that it will not tolerate foreign companies for their marketing and unlimited economic penetration, especially in the host country does not take into account the decisions of foreign investors believe the country’s social and economic development needs of the time. Even in the United States fewer foreign companies, Congress also enacted a number of provisions, restrictions on foreign intrusion.
1) Insurance requirements
2) Intellectual property protection
3) Employment law- opening employment
4) Stability of garment
5) Tax – on health products
6) Health system
7) Political ‘relationship’ between U.K/S.K
8) Qualification for conducting
9) Equipment- C.O.O-relations with S.K
10) Import regulation
11) Business formation rules
12) Repatriation of profits
13) Anti Monopoly law
14) Antidumping duty
15) Environmental Protection Act
Global Marketing Context
Global marketing is the process of coming up and conveying a product with a mission of marketing the product to an international market (Doole pg. 5, 2008). With the invasion of technology in the global markets and a more open world economy, as managers there is need to develop the necessary management skills to respond to these contemporary issues. When this is done correctly, it can catapult any company in the global market within a short period.
In this context, international marketing depends on the involvement of the business in the entire marketplace. International marketing could, therefore, entail export marketing, international marketing, and global marketing. Export Company involves the firm operating across national or political boundaries. International marketing requires an organization working in more than a country, and their operation are influenced by activities outside the country in which the goods are sold. In some instances, these markets are perceived to be profit-centered and independent (Douglas, Pg. 3, 1995). Global marketing, on the other hand, focuses on the selection plus exploring the global opportunities in the international market with the objectives of acquiring a global competitive advantage.
Managers need to have adequate knowledge and awareness of the complexities involved in international marketing. Various environmental analysis models exist that will assist the managers understand these complexities. SLEPT approach can be used to examine different aspects and trends concerning international marketing environment by analyzing the social/cultural, legal, economic, political, and technological dimensions.
Before a company gets into a global market, it is important to undertake a thorough research to assess the viability of the product in an international market (Hollensen, Pg. 28, 2012). Most businesses have not got into the global market because they believe most of the products or services are of global standards. This is because most of the global managers never researched the possibility of globalization.
Summary and Conclusion
Technology has changed the nature of marketing in the global markets for this reason managers need to have necessary management skills to respond to the contemporary issues. Furthermore, they need to know the differences that exist in social, religion, and material culture. These will affect consumers’ perceptions and buying behavior. An organization is not only bound by domestic laws but also the growing body of international law.
Doole, I., & Lowe, R., (2008). International marketing strategy: analysis, development and implementation. 5th Edition, Pg. 5
Douglas, S. P., & Craig, C. S., (1995). Global marketing strategy. Vol 19, No 1, Pg. 3
Hollensen, S., (2012). Essentials of global marketing. ISBN: 1439047545, Pg. 28
The world economic forum, which is an organization that is committed to improving the economic conditions of the globe held a meeting this year with the aim of improving livelihoods. The messages delivered relate to the global marketing context (Dept, 2015, pg. 31).
The truth of how diverse speakers and specialists saw the world was very reliant on the world they were encountering (Dept, 2015, pg. 38).
Two main impetuses of globalization and digitization are challenging each association whether it is open or private. These foundations were assembled for a slower moving, top down, western driven, simple reality and now need to manage a quick moving, multi-polar, start-up and advanced digital mentality. This hugely affects the way goods and services are marketed globally. There is an unmistakable breakdown of trust in the middle of individuals and the businesses of each sort whether it is enterprises; NGO’s or governments are trusted by under 50% of the individuals (Dept, 2015, pg. 46).
One of the commercial ventures that shockingly are losing trust is the innovation business, and so it becomes hard to do marketing in regions that have little trust. There is by all accounts outrage, which was evident in Davos by the non-innovation organizations against the innovation firms (Dept, 2015, pg. 54).
Ladies not just are the entryways through which life arrives yet are the gateways to financial elevate in the rising scene (and who most establishment like the Gates Foundation centers) and to better development everywhere throughout the world (counting Japan) as they are dealt with decently in the workforce. Norway’s prime minister noted that the world does not have to construct a financial case for why Women ought to be dealt with equivalent; it is simply the proper thing to do. According to research, nations where women are treated equally, marketing and commerce grew substantially.
DEPT., I. M. F. E. (2015). Regional Economic Issues Europe: The Western Balkans: 15 Years of Economic Transition. Washington, United States, INTERNATIONAL MONETARY FUND.