Global Marketing Slide Revamp Project
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Globalization is integrating nations, cultures, markets, and technologies to a degree never seen before, allowing individuals, corporations, and states to reach around the world more easily. The strategic goals of global marketing are to increase a company's consumer audience by creating culture-specific value for products worldwide and marketing to an expanding global market. When expanding globally, companies must consider factors like cultural, ethical, technological, business, legal, economic, and political issues.
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Chapter 1.DMK 2013 What is International Marketing
International marketing involves planning, pricing, promoting, and distributing a company's goods and services across national borders for profit. It is more complicated than domestic marketing as international marketers must deal with uncertainties in both the controllable domestic environment and uncontrollable foreign environments. Successful international marketing requires adapting to different cultural norms in foreign markets. Marketers conduct cross-cultural analyses to understand how social and religious customs influence attitudes in other cultures in order to redefine marketing problems and develop culturally congruent strategies. Cultural borrowing involves adopting useful ideas, customs, or behaviors from foreign civilizations.
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Social media and mobile marketing allows companies to connect with customers through platforms like Facebook, Instagram, Twitter, and LinkedIn to build brand awareness, increase sales, and drive traffic to their website. Marketers can identify their target market on these platforms by surveying customers and researching consumer behaviors and demographics on each site. Social media marketing is different than traditional marketing as it allows for more daily interaction with customers at a lower cost than methods like TV, newspaper, or billboard ads. When marketing on social media, companies should follow ethical practices like honesty and respect for customers.
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This document discusses market segmentation and strategies for targeting customer groups. It defines market segmentation as "grouping customers according to similar characteristics needs and wants". It provides criteria for segmenting customers such as geographic, demographic, psychographic, and behavioral factors. The document also discusses how segmentation allows companies to better adjust products, focus resources, and identify market opportunities. Globalization can lead to standardized segments that can be targeted with a global strategy.
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This document outlines strategies for acquiring donors and engaging supporters for a campaign to help refugees. It discusses:
1) Testing different Facebook ad creatives and finding that ads showing refugees' humanity performed best in acquiring donors.
2) Engaging existing supporters through a journey involving Facebook groups, fundraising coaches, emails and SMS to keep participants motivated.
3) Running competitions like matched giving days and a water bottle campaign to increase the number and value of donations.
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Chapter 1.DMK 2013 What is International Marketing
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This is a presentation on the evolution of marketing throughout history for my Foundations of Marketing class at Sinclair Community College.
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Niche marketing is a more narrowly defined customer group seeking a distinctive mix of benefits. It divides the market into smaller segments seeking specific products or services based on location, demographics, or shared interests. Psychographic segmentation divides the market based on social class or lifestyle to better understand consumers' psychology and behaviors. Loyalty status is an example of behavioral segmentation as it measures customers' commitment to brands over time based on their purchasing patterns.
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This document outlines strategies for acquiring donors and engaging supporters for a campaign to help refugees. It discusses:
1) Testing different Facebook ad creatives and finding that ads showing refugees' humanity performed best in acquiring donors.
2) Engaging existing supporters through a journey involving Facebook groups, fundraising coaches, emails and SMS to keep participants motivated.
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4) The importance of awareness campaigns to prime potential supporters before acquisition efforts.
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Established brands and marketers have struggled to adjust to ‘millennial marketing’ because the typical approach that worked on older generation isn’t working anymore.
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The document outlines key concepts in marketing including understanding market processes and consumer behavior, developing products and pricing, distributing products, and promoting products. It discusses developing a marketing mix through the four P's of product, price, place, and promotion. It also covers market segmentation, market research, influences on consumer behavior, organizational buying behavior, and applying the marketing mix in international and small business contexts.
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This document discusses advertising and media management. It covers the history of advertising from oral advertisements and rock paintings before the 18th century to various modern media like newspapers, TV, radio and the internet. The purpose and functions of advertising are described as well as its economic, social and ethical aspects. The relationship between advertising and the marketing mix is explored. Advertising is examined as a communication process and various types of advertising are defined based on geography, audience, media used, stage, purpose and function. Finally, the major institutions involved in advertising management are outlined.
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2) It provides examples of questionable marketing practices in industries like pharmaceuticals. Many consumers feel companies prioritize profits over people.
3) Culture plays a large role in how people view the world and make purchasing decisions. Marketers must understand cultural differences to be successful in other countries and avoid disrespecting values. Overall changes are needed to build trust between companies and consumers.
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As globalisation and digitalisation continue to break down the barriers between cultures and geographies we're seeing a rapid rise in global brands, but also in true global celebrities. Celebrities, for better or worse, are brands in their own right and they operate in areas that are passion points for consumers and frequently leverage immense social currency.
Omar Epps, who plays Dr Eric Foreman on the global TV hit House, joins SapientNitro to explore the way celebrities are leveraging cutting-edge marketing techniques and leading in adoption of new digital platforms such as Pinterest, Instragram, or Beeyoo. Global brands can learn from global celebrities to be more effective, but can global celebrities learn from global marketers?
Our open dialogue debate the strategies and communication tactics adopted by both global marketers and celebrities while sharing some of our experiences and insights around supporting global brands. Can 'brand purpose' compete with 'celebrity brands' or do they exist in harmony?
Who's the smarter marketer? In asking who is winning consumer interest we will explore the differences to find new ways to reach consumers, build brands, and drive sales.
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This document proposes a content marketing system for the Houston Health Department to improve public awareness, perception, and engagement through strategic content development, production, distribution, and monitoring. The system would leverage various digital tools and platforms like social media, mobile apps, and websites to curate and deliver health-related content to the public in a consistent brand voice. It outlines assumptions around timelines, outcomes, and leveraging existing resources to maximize impact while controlling costs. The overall goal is to transform how the department communicates and interacts with the community.
Module I - Marketing Management (1).pptx
This document provides an overview of key marketing concepts including definitions of marketing, the marketing management process, marketing philosophies, environmental analysis, relationship marketing, and market segmentation.
It begins with formal definitions of marketing and marketing management. It then covers core concepts such as needs, wants and demands, segmentation, positioning and target markets. It also discusses the importance of marketing, reasons for marketing failure, and compares marketing and selling.
Subsequent sections outline major marketing philosophies including production, product, selling and marketing concepts. It also addresses analyzing the marketing environment including task and broad environments. Relationship marketing components and examples are presented. The document concludes with an introduction to market segmentation approaches including mass, segment, niche and local marketing.
Module 1.docx
This document provides an overview of key marketing concepts including:
1. Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services.
2. The marketing mix refers to the combination of product, price, place, and promotion used by companies to market their goods and services to target audiences.
3. Marketing has evolved over time from an exchange concept to a societal concept that considers customer, company, and social well-being.
Marketing Management Notes Unit I
The document provides definitions and explanations of key marketing concepts from various experts and organizations. It discusses marketing management as understanding customer needs, environmental scanning, developing marketing plans and strategies, implementing plans, and setting control mechanisms. Marketing aims to make selling unnecessary by knowing customers so well that products sell themselves. The scope of marketing management includes decisions around distribution, sales promotion, advertising, after-sales service, customer research, products, and pricing.
Best global marketing and r&d
GM's global marketing and R&D aims to integrate research, development, and marketing functions across countries. It faces challenges in standardizing products and marketing mixes due to cultural, economic, regulatory, and competitive differences between nations. GM addresses this by configuring marketing variables like products, distribution, communication, and pricing according to each market segment's unique characteristics. It also locates research and development globally to tap into technology trends while integrating R&D, marketing, and production to efficiently develop new products tailored to local needs.
unit-1 international marketing.ppt
unit-1 international marketing.pptCHANDRAMOULI SEETHARAMAN, SRM INSTITUTE OF SCIENCE AND TECHNOLOGY, RAMAPURAM
This document discusses key concepts in marketing including markets, needs and wants, the marketing mix, target markets, positioning, segmenting customers, and marketing management philosophies. It also addresses challenges in business today like liberalization, technology advances, and globalization. International marketing is defined and the differences between domestic, international, and global marketing are outlined.THE-MARKETING-MIX.pptx
Digital marketing refers to promoting products or services using digital channels like search engines, social media, mobile devices and more. It includes tactics like SEO, PPC, content marketing, email marketing, and social media marketing. Digital marketing allows businesses to connect with customers online and establish their brand.
The document discusses several types of digital promotion tactics including SEO, PPC advertising, social media marketing, email marketing, and influencer marketing. It also outlines some common marketing development plans like brand awareness plans, product launch plans, lead generation plans, customer retention plans, and market expansion plans.
Technopreneurship and globalization are interconnected - technopreneurship has driven globalization through innovative technologies, while
Effective communication presentation
This document discusses effective communication and anti-corruption campaigns. It begins by outlining the communication process and identifying key barriers to communication like culture and noise. It emphasizes important factors for successful communication like understanding the audience, defining clear objectives, and selecting appropriate channels and messages. The document then provides examples of mini communication strategies focusing on specific issues. It also lists various communication channels and emphasizes the importance of research, planning, monitoring and evaluation for effective anti-corruption communication.
Green Marketing PPT.pptx
This document contains summaries of presentations by 6 marketing professionals on various marketing topics:
1) Sunil Pillai on new trends in consumer business and omni-channel retail
2) Manasa N on green marketing and her role coordinating the marketing team
3) Krishanu Bhattacharyya on research trends in marketing
4) Sanjay Yadav on traditional vs digital marketing
5) Nayaz Ahmed on forces driving change in marketing
6) Archana M S on traditional vs digital marketing
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Advertising management 1 st, 2nd & 3rd topic of Kurukshetra University
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Global Marketing Slide Revamp Project
- 2. What is Globalization? tt “ Globalization is the inexorable integration of nations, cultures, markets, technologies, and social interdependence … to a degree never witnessed before, and in a way that is enabling individuals, corporations, and nation-states to reach around the world farther, faster, deeper, and more cost-efficiently than ever before, … to encourage and enable world unification. ” Thomas L. Friedman
- 3. Strategic Goals of Global Marketing 1. Increase a corporation's consumer audience by creating continuously expanding culture-specific consumer value to its products and services 2. Globally market those products and services to an ever-expanding world market
- 4. 4 Levels of Marketing Strategy Local National International Global
- 5. 5 Critical Factors for Marketing Consideration Stage of Development Economic Infrastructure & Technology Level & Intensity of Demand Geo-Zone Affiliation Demographic Considerations
- 6. Overall Factors Effecting Global Market Expansion Cultural Ethical Technology Business Process Legal Economic Political