Successful Global Marketing (Essay Sample)

Global Marketing
The move towards globalising business has been attributed to the political, technological, social and economic changes all across the world during the 1980’s and 1990’s. With the fall of the Berlin wall and disintegration of Russia into Bolshevik states, the world became heavily dependent and unipolar upon the acceptance of United States as the superpower. In the post cold war era, the Americans started extending their help to the eastern European countries with products and consumable goods that laid the foundation of Global marketing (Chang & Chieng, 2006) (DeMooji, 2010).
With the end of GATT negotiations in Uruguay summit in 1990, the world market opened for various products and services which witnessed substantial reduction of global tariffs and import duties. The technological change that spurted Global marketing was the revolutionary change in communication modes through satellite operations. With various Asian countries, due to its intellectual power and westernised philosophies the client market started to develop for westernised brands (Chang & Chieng, 2006)(DeMooji, 2010).
The implications of Global marketing that have been witnessed are:
1 Economies of scale up production and marketing that resulted in increased consumerism as customers are offered various products at lower prices.
2 Improved quality and standardization of a particular product worldwide, ensuring uniformity of benefits to each customer anywhere in the world.
3 Availability and offerings of new products and services, at affordable prices and sustained production assurance (Chang & Chieng, 2006)(DeMooji, 2010).
The principal driving force in Global Marketing is the way the customers and economies are reaching out to cost reducing global firms. Understanding global customer and competition is the challenging step towards successful global marketing. Hence understanding the needs, philosophies and diversity of global customer base, the products and services of a company should be offered in a compatible way. The company image is another factor that should be borne, in driving global sales. The brand building is secondary to such image as because the company image is strongly linked to success or failure of a brand (Chang & Chieng, 2006)(DeMooji, 2010).
There are certain product decisions and strategy options that ensure the success of global marketing. For developing a product global marketing relies on the concept of u...