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Essay / Research Paper Abstract
A 3 page paper answering – with no introduction or conclusion – this question: “A large U.S. firm that serviced a number of U.S. headquartered business firms has received increasing pressure to globalize its activities by opening offices in Europe, Japan, Mexico, and South America. Discuss problems the company may face in going global.” Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgQuGloAdv.rtf
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Unformatted sample text from the term paper:
spilling over from the 20th to 21st centuries, that of globalization is the one most likely not to be labeled as a "fad" after several years. The emergence of
the global marketplace inexorably advances, bringing with it revolutionary change in the ways that many organizations do business. Harvards Theodore Levitt said more than a generation ago that the
purpose of any business was to first attract, and then keep, a customer; globalization brings a wide range of possibilities to the process of attracting those customers.
A result of globalization is that advertising campaigns are becoming increasingly global in their scope and application. Many products lend themselves to a globally uniform
approach, but cultural differences are still important and advertisers still must consider those differences. Cultural differences can be profound, even between nations as similar as the US and Canada
(Ferley, Lea and Watson, 1999). Effects of Cultural Differences Globalization affects different organizations and different brands in ways unique to corporate culture or
the nature of the companies products, but marketers are still faced with determining the best routes of reaching their target market segments, whatever those segments may be. Many nations
have less well-developed sources of market information than are available in the US: "it is often difficult to locate research data on which to base the type of international
marketing decisions which need to be made" (Ferley, Lea and Watson, 1999; p. 55). It is not enough to know simply where to find the target market population, but
also how specific approaches to advertising might be accepted within specific nations. As important as it is to know details of demographics, lifestyles and social values in the US,
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