Why are so many companies trying to standardize their global marketing mixes? With examples show the limitations to this approach!
Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of Applied Sciences Ludwigshafen, course: Transnationales Marketing, 18 entries in the bibliography, language: English, abstract: As I start off I will try to define the word “globalisation”, so I can move on with my argumentation on basis of this definition. Via internet, just like in several journals, magazines and books, one can find numerous definitions and essays about what “globalisation” is supposed to be. Just to give the reader some impression on the variety, I wrote down a few of them. On an official homepage of the Canadian government is written: “The term “globalisation” describes the increased mobility of goods, services, labour, technology and capital throughout the world. Although “globalisation” is not a new development, it’s pace has increased with the advent of new technologies especially in the area of communications.” . At http://www.globalisation101.org you will read “Globalisation is a term used to describe the acceleration and intensification of economic interaction among the people, companies, and governments of different nations.”. In the opinion of Prof. Werner Antweiler “Globalisation is the process by which nationality and geographic location become increasingly irrelevant for economic activities.” . As you recognize, “Globalisation” is a word which lacks of a definite definition. Hence I have decided to define “Globalisation” as follows. Globalisation will be seen as a strategy of; on global basis operating corporations, with the focus on the establishment of a worldwide competitive advantage, through the use of local benefits and economies of scale. This definition is build upon the convergence-theory whereafter the interests and desires of various nations draw close. The reason is the technological and economical evolution which gradually makes cultural differences obsolete.
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1.1 THE DEFINITION 1.2 THE NECESSITY 2.1 STANDARDISATION 2.1.2 Counterarguments 188.8.131.52 Cultural Factors 184.108.40.206 Legal Restrictions Assuming the products Barriers to standardization Bartlett Global Marketing Boston Buzzell Quelsh Bartlett Christopher colour costs Counterarguments and Barriers cultural differences customers David Jobber Principles development stage Eastern Europe explizite lyrics Formula-1 Germany for example global basis Global Marketing Management global strategy Globaler Wettbewerb GLOBALISATION AND MARKETING globalization of markets Harvard Business Manager Harvard Business Review http://www.canadieneconomy.gc.ca/english/economy/globalization.html http://www.gabler.de/wirtschaftslexikon/leseprobe/229.htm http://www.globalisation101.org http://www.pacific.commerce.ubc.ca/antweiler/apsc450/slides.pdf IKEA Ingvar Kamprad international Marketing Strategy Jain Standardization Journal of Marketing Levitt The globalization low pricing Marketing ein Irrweg marketing mix Martin van Mesdag mayonnaise Michael E Nueno Porter Michael Practise of Marketing Quelsh Bartlett Global Radio Shack Readings 3rd.adition Readings 3rd.aditioon Reasons for standardisation red meat content Research Hypotheses result Robert D sell soups Standardization of international standardized product technologies Theodore Levitt tobacco-advertising U.S. level unwritten law Wal-Mart worldwide