International Marketing Essay

1. What be the basic goals of marting? Are these goals germane(predicate) to institutionwide marketing?Marketing activities represent an organizations efforts to satisfy guest wants and leases by offering products and services that create value. These goals ar relevant in virtually every part of the world however, when an organization pursues market opportunities exterior of its home country (domestic) market, managers need an understanding of additional conceptual tools and guidelines.2. Identify and briefly describe some of the forces that have resulted in change magnitude global integration and the growing importance of global marketing.The dynamic involving impetuous and restraining forces is shown diagrammatically in Figure 1-2. Driving forces include regional frugal agreements such as NAFTA, converging market needs and wants, technology advances such as the Internet and global TV networks, transportation improvements, the need to remunerate high product development costs in global markets, the need to improve quality through R&D investment, world scotch trends such as privatization and finally, opportunities to use leverage, corporate culture, and the continuing presence of discipline controls that create trade barriers.3. Describe the difference between ethnocentric, polycentric, regiocentric, and geocentric direction orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric connection that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an external company. A company that does business abroad while still presuming the high quality of the home country may be classified as an international company. Such a company would rely on an extension schema whereby it would export, without allowance, products designed for the domestic market.The polycentric orientation that predominates at a mu ltinational company leads to a view of the world in which each country markets is varied from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.