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Essay / Research Paper Abstract
A 5 page paper that begins by explaining factors in the external environment that can impact domestic and global marketing. Dell is used as an example. Also discussed are how technology impacts marketing and evidence of Dell's social responsibility.
Page Count:
5 pages (~225 words per page)
File: MM12_PGdlex.RTF
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Unformatted sample text from the term paper:
issues, distribution, the host countrys stage of economic, political and social development and geography (Carter, n.d.). In most cases, a multinational company will need to adjust and modify their marketing
approaches to fit the norms of other countries (Carter, n.d.). For example, Americans may respond well to marketing campaigns that emphasize independence or independent achievement but this type of message
would be rejected in many other parts of the world. The more similar regions in the world are, the less modification a company would need to do with their
marketing campaigns. Also, the more similar countries in a region are, the easier it is for companies to market to that entire region. This type of marketing is called cluster
marketing because the same basic message can be used in all countries in that region. There are significantly more risks associated with global marketing than with domestic marketing. One of
those risks is currency exchange rates, which may suddenly become unfavorable. Also, many countries are liable to change their tax rates with little notice. One of the risks to Dell
in some countries, such as China, is the prevalence of intellectual piracy (Ransford et al, 2003). Some cultures such as this one do not have any qualms about outright theft
of software programs (Ransford et al, 2003). This is a very real threat to the company and something that needs to be considered. Dell, Inc. is the largest direct-sales company
in the world (Lower, 2008). They offer numerous products related to technology, such as computers, servers, printers, switchers, network servers and more (Lower, 2008). They market to both private consumers
and businesses in the public and private sectors and they are located around the world (Lower, 2008). Dell took its successful direct-marketing campaign into other regions in the world, replicating
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