Marketing Mix Standardisation In International Marketing
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International Marketing Mix Management
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Author : Tobias Richter
language : en
Publisher: Logos Verlag Berlin GmbH
Release Date : 2012
International Marketing Mix Management written by Tobias Richter and has been published by Logos Verlag Berlin GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization - empirical findings on how to successfully manage both, the international marketing mix and the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analysed and compared as well as empirical findings relating to financial and non-financial performance measures are provided.
Marketing Mix Standardisation In International Marketing
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Author : Tobias Richter
language : en
Publisher: Peter Lang Pub Incorporated
Release Date : 2002
Marketing Mix Standardisation In International Marketing written by Tobias Richter and has been published by Peter Lang Pub Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The increasing globalisation of markets and competition drives the strategic approach towards international marketing programmes to the very heart of corporate success in the beginning of the 21st century. More than ever, the marketing manager of today has to permanently balance the potential advantages of an international marketing standardisation and the benefits gained by an adaptation to local preferences. Therefore, this book aims not only at providing a strong theoretical background of key concepts, past notions and the latest developments in the international marketing debate. Instead, it also focuses on key factors which determine an adequate international marketing strategy with regard to consumer goods, industrial goods and services. Thus, this study elaborates on crucial aspects applying to international marketing managers facing global competition by analysing empirically the marketing approach chosen by the 500 largest German companies by turn-over which represent to quite some extent one of the most successful and internationally-orientated economy in the world.
Standardization In International Marketing Strategy Doomed To Failure Or Successful Strategy
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Author : Christina Liessem
language : en
Publisher: GRIN Verlag
Release Date : 2014-12-02
Standardization In International Marketing Strategy Doomed To Failure Or Successful Strategy written by Christina Liessem and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-02 with Business & Economics categories.
Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 80, Queen Mary University of London (Business School), course: International Marketing, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. The first articles regarding the question whether firms should adapt their strategy and marketing program to the local costumers needs or if they rather should focus on global standardization were published in the 1960’s (e.g. Bartels, 1968; Buzell, 1968; Elinder, 1961/1965; Keegan, 1969). Since then over 300 articles address this research question and it is a never- ending debate with inconsistent findings. A recent detailed meta-study over relevant articles of the last 50 years leads to contradictory findings: Out of 274 articles published in Marketing and Management Journals, 8% recommended global standardization, 14 % favored adaption, 10 % could not give a recommendation and the majority (68%) stated that companies have to make their decision grounded on the specific situation they are in (Schmid & Kotulla, 2010). These contradictory findings in the literature alone show, that the statement “Standardization in International Marketing strategy is doomed to failure” cannot be easily agreed with. This essay has the purpose to disprove the statement and demonstrate, with the help of previous literature and practical examples, that in certain contexts and for some companies, standardization can be a successful strategy. Chapter 2 provides an overview of the debate standardization versus adaptation and the empirical results of a choice of articles. Chapter 3 explains which aspects of the marketing mix will be observed and clarifies the definition of standardization. Following in Chapter 4 two companies within the consumer goods will be presented, who clearly follow an international standardization marketing approach. A conclusion will be provided in Chapter 5, integrating a final valuation of the discussed statement.
Standardisation Vs Adaptation International Marketing In Service Firms
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Author : Christian Wolf
language : en
Publisher: GRIN Verlag
Release Date : 2011-07
Standardisation Vs Adaptation International Marketing In Service Firms written by Christian Wolf and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07 with Business & Economics categories.
Seminar paper from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 8 von 10 P, Jönköping International Business School (-), course: International Marketing, 16 entries in the bibliography, language: English, abstract: 1 Introduction Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. We have chosen to focus on the inter-national dimension of standardisation versus adaptation in service marketing. We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. However, we will first give an overview about earlier research done within this field. Some services were international in scope long before the term "scientific management" was ever invented or the first marketing course was taught. Shipping was an essential in-gredient in opening up early trade routes, with banking and insurance following and then facilitating them. In time, large companies emerged to operate international marine freight and passenger services, developing a network of agents in different ports to represent them. As more and more organisations offer services in foreign markets - often around the world - and as international trade in services increases, important questions are being raised concerning the design and implementation of international service marketing strategies. Research on internationalisation of services has been more limited than for manufactured goods and has tended to focus on methods of entry into foreign markets (see Vandermerwe & Chadwick, 1989; Johansson, 1990; Ikechi & Sivakumar, 1998). But there are other issues, as well; international strategies, scale and diversity, etc. Not all services are the same. Glob
International Marketing
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Author : Simon Majaro
language : en
Publisher: Routledge
Release Date : 2012-11-26
International Marketing written by Simon Majaro and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-26 with Business & Economics categories.
Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is studied in the light of the fundamental question: 'How far can it be standardised internationally or in a research-based cluster of countries?' Research, planning and organisation problems receive particular attention. A whole chapter is devoted to 'Creativity and Innovation' on a global scale.
Why Are So Many Companies Trying To Standardize Their Global Marketing Mixes With Examples Show The Limitations To This Approach
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Author : Stefan Lüer
language : en
Publisher: GRIN Verlag
Release Date : 2004-11-10
Why Are So Many Companies Trying To Standardize Their Global Marketing Mixes With Examples Show The Limitations To This Approach written by Stefan Lüer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-11-10 with Business & Economics categories.
Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Ludwigshafen, course: Transnationales Marketing, 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.
Resources Efficiency And Globalization
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Author : P. Dimitratos
language : en
Publisher: Palgrave Macmillan
Release Date : 2010-02-12
Resources Efficiency And Globalization written by P. Dimitratos and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-12 with Business & Economics categories.
International business for the modern firm has to compromise the need to use limited resources and achieve efficiency in the global marketplace. This book examines these issues from the viewpoint of the internationalized SME, the big multinational and the local subsidiary drawing on research conducted in different countries.
International Marketing Rle International Business
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Author : Colin Gilligan
language : en
Publisher: Routledge
Release Date : 2013-01-04
International Marketing Rle International Business written by Colin Gilligan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-04 with Business & Economics categories.
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and make international marketing effective Discusses the importance of communication and control Throughout case studies are used to highlight particular issues.
International Marketing
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Author : Colin Gilligan
language : en
Publisher: Routledge
Release Date : 2012-11-26
International Marketing written by Colin Gilligan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-26 with Business & Economics categories.
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and make international marketing effective Discusses the importance of communication and control Throughout case studies are used to highlight particular issues.
Product Standardisation Versus Product Adaptation In International Marketing
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Author : Manfred Daberto
language : en
Publisher: GRIN Verlag
Release Date : 2008-03-04
Product Standardisation Versus Product Adaptation In International Marketing written by Manfred Daberto and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-03-04 with Business & Economics categories.
Essay from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of Manchester, language: English, abstract: The core of a firm’s international operations is a product or service. This can be defined as the complex of tangible and intangible elements that distinguishes it from the other entities in the marketplace (Czinkota, Rinkainen, 1995: 262). Product can be defined as: “it’s a bundle of satisfactions (or utilities) the buyer receives. This includes its form, taste, colour, odour and texture; how it functions in use; the package; the label; the warranty; manufacturer’s and retailer’s servicing; the confidence or prestige enjoyed by the brand; the manufacturer’s reputation; the country of origin; and any other symbolic utility received from the possession or use of the goods” (Cateora, Graham, 1999: 355-356). The success of the firm depends on how it’s possible to differentiate from other competitors. But the key factors of success can vary from one country to another country. Therefore for the firm it is important to choose the right strategy between the product adaptation and product standardisation. Product adaptation means that the firm adapts the product to the local markets. It is the process of modifying products for different countries and regions or designing new products for foreign markets. Product standardisation means that the firm sells and advertises a standardized product in the international context. But which strategy is the better one? In the following the author wants to explain the different advantages and disadvantages and work out, which strategy is the best for certain situations because it depends on the situation which strategy is better.