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建立人际资源圈国际市场营销全球化分析--加拿大Assignment代写范文
2016-12-13 来源: 51Due教员组 类别: 更多范文
加拿大Assignment代写范文:“国际市场营销全球化分析”，这篇论文主要描述的是在21世纪的市场营销中，全球化就是重要的影响因素，全球化的进程推动了世界各地文化、经济、政治的连通，政治与市场、经济相互依存着，国内市场在也不是企业安全的避风港，企业面临着来自全球的竞争压力，企业只有通过调整国家市场的营销战略，迎接来自全球化的挑战，才能够在全球化的浪潮中生存。
Learning Outcomes
Consider operation in international markets and the impacts of globalisation on marketing.
Prescribed Reading
Kotler, P, Bowen, J & Makens, J (2010) Marketing for Hospitality and Tourism, 5th edition, Prentice-Hall, Upper Saddle River NJ, USA – Chapters 16 and 17. Advise reading Chapter 18 on Marketing Plans to start preparing for Marketing Report.
INTRODUCTION
Essentially, the decision whether or not to enter foreign markets is similar to expanding domestically. There are new things to consider, however, and many things not to take for granted.
MARKETING IN THE 21ST CENTURY
Globalisation refers to the process of increasing social and cultural inter-connectedness, political interdependence, and economic, financial and market integrations (Eden and Lenway, 2001). People in business speak of a ‘hypercompetition’ due to the threats of competition from organisations they have never heard of operating in countries to which they have never been.
The safe-haven of one’s traditional domestic market is quickly evaporating. Major forms of business restructuring in response to the dramatic changes brought by globalisation include investments in new technologies, downsizing and re-engineering, the formation of strategic alliances and networks, and a shift from international and multinational to global and transnational strategies (Jones, 2002).
As a result, the boundaries between domestic markets and international markets are becoming less relevant. Companies are being forced onto the world stage simply to compete because, increasingly, that is who they must compete against – the rest of the world.
INTERNATIONAL MARKET CONSIDERATIONS
As anyone who has considered taking their product or service to another country can attest, there are new considerations when entering the global marketplace. Marketing focuses on the two-way communication between the organisation and its external stakeholders and customers.As such, understanding the cultural issues that impact on communication is an important facet of marketing in the global marketplace.
The global marketing environment is not dissimilar to the domestic marketing environment. Marketers still need to consider the influence of the economic environment, the cultural environment, and the political-legal environment, and the micro-environment still consists ofcompetitors, suppliers, buyers and intermediaries. However, there are other considerations that are extremely important to the success of the organisation and its marketing efforts.
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