Marketing Strategies and Finding Customer
Globalization and technological advances have coincided with the dynamics of world cultures, increasing standards of living, and increasing opportunities for companies to market their brands throughout the world. In this international environment, companies target many different types of customers. Globalization stimulates interest in and facilitates the ability to acquire products and services from the broadest range of companies worldwide; and from the most remote locations. Further, recent trends have made possible the ability of companies to source required inputs from the best suppliers in the world. Similarly, governments rely on MNCs to supply them with the products and services they use to serve constituents and perform their administrative tasks. Growing global
consumerism and global sourcing
in emerging markets has also opened opportunities for firms to target billions of buyers worldwide who, only a few decades ago, were relatively inaccessible (Czinkota, M. R., & Ronkainen, I. A., 2013).
Please refer to each Activity for required readings within Activity Resources.
Assignment 4 Influences on the Global
In international marketing, certain factors are known to influence the preferences and buying behavior of consumers. These factors summarized in Chapter 6, Exhibit 6.2, of Czinkota, and Ronkainen?s, (2013) textbook, are the economic status, the existing technology levels, consumer?s personal motives, the culture, social factors, and any situational factors. Further, buyer behavior is affected by the national origin of products and services. Many consumers are relatively indifferent to where a product is made. Other consumers favor goods produced in their home country. And the decision making on industrial buying varies around the world (Czinkota, M. R., & Ronkainen, I. A., 2013).
? Czinkota, M. R., & Ronkainen, I. A. (2013). Ch.6, 7, 8
? Czinkota, M. R., & Ronkainen, I. A. (2013).Ch. 6 Exhibit 6.1, & International Marketplace 6.3
? Steenkamp, J. E. M., & de Jong, M. G. (2010).
Steenkamp, J. E. M., & de Jong, M. G. (2010). A global
investigation into the constellation of consumer attitudes toward global
and local products. Journal of Marketing, 74 (6), 18-40. http://proxy1.ncu.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=edswss&AN=000283027200002&site=eds-live
? Lee, M., Knight, D., & Kim, Y. (2008).
Lee, M., Knight, D., & Kim, Y. (2008). Brand analysis of a US global
brand in comparison with domestic brands in Mexico, Korea, and Japan. The Journal of Product and Brand Management, 17 (3), 163. http://search.proquest.com.proxy1.ncu.edu/docview/220597176?accountid=28180
? Prahalad, C. K. Globalization's effects on the global
Video - Prahalad, C. K. Globalization's effects on the global
Main Task: Evaluate the Factors that Influence Global
Based on the section readings above, including Exhibit 6.1, and your research:
? Describe and then evaluate the main characteristics of the global
consumer. Explain the three levels of the global
consumer. What are the main influences on the global
? Explain the drivers of the contemporary global
buyer marketplace and determine which drivers would be most or least effective..
? What are country-of-origin effects? Define consumer ethnocentrism and world mindedness.
? Describe and evaluate how the main characteristics of the industrial buyer can be implemented.
? Assess positive and negative factors that influence the global
? What is global
customer relationship management?
? Do you believe that China?s consumer market will become the largest in the world? Please explain.
Support your paper with five (5) scholarly sources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.
Length: 5 pages not including title and reference pages
Your paper should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA standards
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