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Essay / Research Paper Abstract
This is a 5 page paper that provides an overview of marketing mix in a multinational context. IBM is used as a case example. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: KW60_KFbiz045.doc
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Unformatted sample text from the term paper:
of direct foreign investment, and so on, it becomes necessary for business leaders to examine the impact that marketing has upon business in a multicultural environment. To regard marketing simply
as an effort to attract business through instruments such as advertisements is outdated; in todays business world, complex marketing strategies are required that address all dimensions of business and which
have the capacity to be effective across cultural boundaries, so that the international expansion that is all but ubiquitous in a globalized society can be effectively achieved. This paper will
examine the use of a marketing mix strategy in a contemporary multinational context. This paragraph helps the student identify the company to be explored in the context of this essay.
For the purpose of examining how marketing mix can influence multinational business, this paper will utilize the example of IBM, the long-storied information technology company which has offices and operations
in a number of countries around the globe. One of the most successful and enduring businesses of the 20th century, IBM has been credited with developing some of the most
innovative products in its particular industry, many of which are utilized across the world on a daily basis, such as universal product code stamps and magnetic card readers. For this
reason, it is curious to explore how such a legendary company approaches its marketing mix for a multinational audience in the 21st century. While the company still houses its
main headquarters in the United States, it has, over the years, expanded into a host of international markets when such moves were deemed profitable and sustainable. Some of the most
impactful expansions undertaken by IBM, and the locations of its largest overseas operations, include Spain, Japan, Israel, and India. Firstly, a brief word on marketing mix in its own
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