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A 4 page paper that begins by identifying the factors that affect both domestic and global marketing. The writer comments on clustering ads, the effect of the Internet on marketing and global business using Coca-Cola as an example. Bibliography lists 7 sources.
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4 pages (~225 words per page)
File: MM12_PGenvmkt.rtf
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distribution, taxation, social, geography and the nations stage of development (Carter, 1999). These are the uncontrollable factors. The controllable factors are promotion, product and price (Carter, 1999). Companies may need
to implement a different marketing strategy based on the culture of the country. For instance, Americans may react more favorably to marketing messages that stress independence or independent achievement while
Asians may reject this message completely. They focus on the community, the team, not the individual. In terms of marketing, the more similar market segments are in different parts of
the world, the easier it is to market the same message for that product (Carter, 1999). Consider, for example, teenagers in numerous countries wearing the same kinds of jeans or
drinking the same soft drink beverage (Carter, 1999). This is called clustering because companies can use the same generic messages in their marketing campaigns regardless of the country (Carter, 1999).
Carter (1999) comments that internationalization has been enhanced by technology. Advanced information technology and other technological tools allow companies to market across the globe (Carter, 1999). In fact,
Gibbs, Kraemer and Dedrick (2002) said: "Globalization is being intensified by the spread of the Internet, linking businesses and individuals around the world into a common electronic network." The Internet
removes geographic boundaries, allowing even the smallest company to participate in the global marketplace. Coca-Cola has carefully crafted a global marketing strategy that is used across the world (Beal, 2006).
Beal (2006) also identified McDonalds and Heineken as companies who have created a global brand, which allows them to market the same message in any location. Of these, Coca-Cola and
McDonalds does some tailoring of their marketing to fit the countries. Coca-Cola does not introduce all its flavors in all countries, for instance. A couple of years ago, they began
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