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International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
النسخة 17الرقم المعياري الدولي: 978-0077842161International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
النسخة 17الرقم المعياري الدولي: 978-0077842161 تمرين 1
Discuss the three factors necessary to achieve global awareness.
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The possibilities in global business are limitless for marketers who confront obstacles with a degree of positive approach and a desire to continuously learn about new markets. All this is possible by taking cognizance of certain fundamental factors which determine the assimilation of global awareness. They are discussed as below
Tolerance of cultural variations: Societies have been built on the founding principles of cultural values. Thus, across the globe, it has been observed that countries and thereby market orientations are based on the principles of individualism, collectivism, or masculinist, to name a few. Consumers will thus base their behavior based on these principles. A globally aware marketing manager will base decisions by understanding cultural differences. This means he or she will accommodate the behavioral differences between home markets and foreign markets.
Knowledge of cultures and history: The emphasis on these two aspects helps an international marketer immensely. Cultural awareness helps to understand behavior in the foreign markets. For example, preference for customized products by consumers is a key input. Knowledge of history helps to understand the consumer behavior, either at home markets or global markets. A historical perspective helps to approach the foreign markets in a planned manner.
Knowledge of world market potentials, and global economic, social and political trends: An informed global marketing manager, as a first step, needs to assess the market size potential. It is crucial to monitor the changing market potentials of every region in the world market. It is also a fact that many countries, especially developing markets are witnessing key economic, political and social changes. These trends have altered the landscape of trade and commerce in these countries, leading to rise of new economic powers. In this, there is a huge market potential to be tapped.
The above factors provide pertinent information very vital to forming marketing strategies in foreign markets. They have to be necessarily factored in devising marketing plans. Every successful global marketer has used the information from these factors to approach international markets
Tolerance of cultural variations: Societies have been built on the founding principles of cultural values. Thus, across the globe, it has been observed that countries and thereby market orientations are based on the principles of individualism, collectivism, or masculinist, to name a few. Consumers will thus base their behavior based on these principles. A globally aware marketing manager will base decisions by understanding cultural differences. This means he or she will accommodate the behavioral differences between home markets and foreign markets.
Knowledge of cultures and history: The emphasis on these two aspects helps an international marketer immensely. Cultural awareness helps to understand behavior in the foreign markets. For example, preference for customized products by consumers is a key input. Knowledge of history helps to understand the consumer behavior, either at home markets or global markets. A historical perspective helps to approach the foreign markets in a planned manner.
Knowledge of world market potentials, and global economic, social and political trends: An informed global marketing manager, as a first step, needs to assess the market size potential. It is crucial to monitor the changing market potentials of every region in the world market. It is also a fact that many countries, especially developing markets are witnessing key economic, political and social changes. These trends have altered the landscape of trade and commerce in these countries, leading to rise of new economic powers. In this, there is a huge market potential to be tapped.
The above factors provide pertinent information very vital to forming marketing strategies in foreign markets. They have to be necessarily factored in devising marketing plans. Every successful global marketer has used the information from these factors to approach international markets
International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
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