What is called a global marketing?



The Oxford University Press defines global marketing as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.One of the product categories in which global competition has been easy to track in U.S.is automotive sales. The increasing intensity of competition in global markets is a challenge facing companies at all stages of involvement 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 firms, new sources of competition emerge, and competitive pressures mount at all levels of the organization. Also, the threat of competition from companies in countries such as India, China, Malaysia, and Brazil is on the rise, as their own domestic markets are opening up to foreign competition, stimulating greater awareness of international market opportunities and of the need to be internationally competitive. Companies which previously focused on protected domestic markets are entering into markets in other countries, creating new sources of competition, often targeted to price-sensitive market segments. Not only is competition intensifying for all firms regardless of their degree of global market involvement, but the basis for competition is changing.

 

What is the first rule of the international marketing?

The first rule of international marketing, whether it is connected with the

export of goods from the country or the creation of multinational or transnational organizations is that each country - is a separate market. Such thing as total world market, there is, of course, if you are not such a rare universal product, like Coca- Cola. Experience shows that it is much more products to be designed or adapted, packaged, distributed or called for each country separately. In this regard, the socalled "global marketing" may be a mirage. All this fully applies to the PR. It is rare to talk to every corner of the world the same story. What may strike people of West Africa and cause excitement, Arabs from the Persian Gulf could offend. In South-East Asia, for example, no one can afford to ignore the population of Chinese origin. Americans and Canadians, many of the values and views differ as much as the people of India and Pakistan.

So it is important to study the characteristics of each market before developing public relations associated with other countries. It would be foolish to think only in terms of the markets in Europe, North America, South America, Asia or Africa.

We should not be misleading concept of a single European market. Each country and here are their own cultural, political, and religious characteristics, which in turn reflects the national media. The Council therefore the inhabitants of each country about the features of operating on their territory can be very useful. In Chap. 21 explains the different situations of the media in developing countries, and

the difficulties encountered in the process.

 

What features each country has?

Each state has a unique set of values ​​and national interests, the specific features of the geographical location, the characteristics of the domestic economic system, social and political processes, and ethnic and cultural backgrounds, traditions, customs and habits that evolve into a permanently growing community of people. Listed somehow involved in the formation of country brand in the global dimension, whose task, in fact, is in the design image abroad has a positive effect on the development of tourism, and attracting investors, and public opinion in general. In the era of globalization, erasing national and cultural boundaries, the need to have your own brand as relevant as ever. And for the country, this task is no less important than for any company. The end result, states also offer foreign companies and foreign nationals a product - namely, themselves as the center of tourism, a suitable place to do business or investment, a provider of quality goods, etc. Any country that claims to be competitive on the international stage, should be aware that the absence of recognizable brands positive or negative brand presence is a serious obstacle to the action of the state. As a result, the state professional position themselves in the global market: the brand image of the country and becomes a component of the national capital. Brand integrity of the state consists of many of the components: political or public figure of the State, separate spheres of public life - the power, economy, military, foreign and domestic policy, etc. This is what determines the reputation it acquired or will acquire in the minds of the state of the world community as a result of the interactions of some of its subjects, interacting with the world. Therefore the brand of the country is the cumulative index of authority and success of its actions on the international stage, assessment of the foreign public opinion about the country.

 

What is a separate market?

Double and triple play bundled offers are common phenomena in many national communication markets. However the overall market context, technological background of provision, the level of facility based platform competition and strategic role of the bundled offers seems to be different in national markets. There is clear challenge to the current European regulatory approach to broadband markets, which is treated as a separate market on its own. If there was a separate market for the bundled product, the whole market analysis and remedy system had to be adapted to this market reality. Testing the (triple play) bundle the market hypothesis is the logical and necessary first step to address this issue. We designed and conducted an empirical study supported by the Hungarian Competition Authority in order to address these questions. A special, situation adaptive questionnaire design was applied in order to get the possibly best informed and adequate stated preference reactions to a 10% price change. We used the cri ical loss test for market definition, testing whether there is a separate market for triple play bundles. Results indicates that the market definition question whether bundle has to or could be considered as a separate relevant market can be answered using well designed survey techniques. Many clues support the hypothesis that the triple play bundle in 2010 indeed was a separate relevant market.


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