...What do Marketers do? A career in Marketing may be seen as a ‘highly paid and exciting job’ [Byron Sharp, pg6] by many people, but what actually are the roles and responsibilities of a Marketer? ‘The role of the marketer is to understand consumer behaviour and recognise market opportunities so that the organisation can adapt and stay competitive.’ [Byron Sharp, pg22] ‘A Marketer needs to make and review an enormous range of decisions which will either ensure success or failure for a firm.’ [Byron Sharp, pg6] These decisions are drawn from intensive market research that helps marketers understand needs, wants and desires from consumers. ‘A successful marketing professional will be competent in evaluating these needs of the consumer market as they relate to a given set of product(s).’ [Byron Sharp, pg9] This means that the marketing professional will understand how and where to acquire knowledge about consumer demands and trends that are relevant to the marketing of specific goods and services globally or locally. ‘Marketing professionals of the modern era are the people that oversea trading. The modern economy depends on trade.’ making a marketer’s job very relevant to a business. [Byron Sharp, pg8] ‘They research it, compete against one another and make important decisions.’ [Byron Sharp, pg8] ‘The successful marketer usually a professional in a more senior role such as Marketing Director make informed decisions and budget allocations’ [Byron Sharp, pg8] after researching...
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...). Marketers play crucial role in marketing activities. They work between companies and consumers, design and implement marketing plans and strategies to achieve marketing goal of companies, satisfy consumers demand at the same time. This essay will demonstrate two types of marketers and their duties, also suggest possible challenge faced by marketers. Companies’ aim is to sell their products to consumers, as well as promote their brand and products to attract more consumers. Therefore overall marketers’ obligation is to search for potential markets, select one or multiple markets as target, take the market environment and all other related factors that will impact on their brand into consideration to design appropriate marketing strategies, and manage the undertaking marketing activities (Mbalib n.d.). In order to seeking potential market opportunities, it is essential for marketers to do comprehensive market research in forms of observations and surveys, which helps marketers to understand consumers’ needs and wants, as well as their behaviour (Sharp 2013, p.6). Generally, there are two types of marketers. One is mainly involved in routine marketing activities, they are performers of marketing decisions, experiments and proposals (Laura n.d.). They also are information collectors and product promoters. They promoting and selling brands, conduct market researches and report the results, collect and report the market matrix figures (Sharp 2013, p.9). This type of marketers are...
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...strategies for Swiss company’s products. In evaluating the marketing feasibility of the products in Swiss, the main company and products description will be provided in the report. Furthermore, the related company details such as the existing corporate vision, mission statement and corporate goals of the company will be presented in the report. After that, the specific environmental analysis of the industry in terms of the political, economic, cultural, technological, environmental and legal environments governing the country and a competitive audit will be discussed for entering into the market by Swiss. What is more, the SWOT analysis will be discussed in order to identify the internal and strengths and weakness, as well as external opportunities and threats of the business. The marketing objective by Swiss company in terms of profits, marketing, positioning, and products design, promotion channels, delivery and targeted market will be analysed. A segment analysis according to geographic, demographics, psychographics and benefits factors will be provided to...
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...Global marketing strategies Chapter 1 Introduction to global marketing Question for discussion 1. Expalin the scope for global marketing. * Global marketing is a process of conceptualizing and then conveying a final product or service worlwide with the hopes of reaching the international marketing community. In today business world the scope of global marketing is extending far and wide all over the world. The good and servies developed in one place can be extended to all over the world through global marketing, for eg. Coca-cola which is also the world largest soft drink company in the world has use the benefit of global marketing . In the same way mac donald which is the world largest chain of fast food resturant enjoy the benefit of global marketing. Global markeing is especially important to those companies that provide good and servies that have a universal demand such as automobiles, soft dring and fastfood. Different strategies are implemented based on the region to make the best use of global marketing for example the menu at mac donald varies based on the location of the resturant. The company focuses on marketing popular items within the country. In today world whole range of service industries are involved in global marketing for eg, banks, airlines, hotel chains, consulting companies, major advertising agencies and many more market their service worldwide. So the scope of global marketing is unlimited. 2...
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...for their employees. Today, the need to encourage innovation and achieve high productivity, which has different skills, we need to engage employees hearts and minds as well as their work - the need to build trust, inspire commitment, lead changes, harness human creativity and enthusiasm, seek common visions and values sharing information and power. Teamwork, cooperation, participation and learning as guiding principles. Managers need to focus on developing, rather than control. Management is very complex job and requires a whole range of skills. Young people are most innovative and creative and the most suitable to bring new ideas. This is why education is very important in the future development. Managers must seek new challenges and think more widely in order to bring innovations throw the old sceptic barrier. Future managers must motivate, coordinate, lead, communicate and be able to resolve problems. The way managers doing their jobs depends on the future impacts for example rapid transformations in the environment are having a dramatic impact on the...
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...Overseas sourcing, without risk Here are some rules to keep your supply chain problem-free and avoid negative publicity at home and abroad Zero tolerance Shut the door firmly on illegal activity johnkworks/Shutterstock.com Managing fraud and corruption risk and protecting brand reputation is becoming increasingly important when sourcing from overseas destinations. With the changing enforcement milieu, extra-territorial statutes and zero tolerance around acts of bribery and corruption, brands need to constantly monitor their supply chains. These supply chains transcend international boundaries, with business partners (suppliers, vendors, service providers and such) being located across geographies, having different cultures and work ethics. Therefore, it is a challenge for any company to know and curb supply chain risks. To implement the code of conduct uniformly throughout the supply chain, companies have to change the mindsets of employees and business partners overseas through continuous learning and development. Winning and expanding business overseas could be a time-consuming and arduous task in some cases. Facilitation payments and kickbacks are easy quick fixes. Many sourcing destinations are countries that rate low on the Transparency International index, where vulnerabilities around vendor kickbacks and bribery of officials are prevalent. Mounting business pressures, aggressive timelines to complete projects and high costs involved have the tendency to spur unethical...
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...As we all know, Globalization is the process of rapid integration of countries and happening through greater foreign trade and foreign investment. Along with the globalization process accelerating, more and more companies are not satisfied in only expanding the domestic market, so they begin to have their eyes on international marketplace. In the more mature markets of the industrialized world, there are also many opportunities and challenges as consumers’ taste become more sophisticated and complex, and as increased purchasing power provide them with the means of satisfying new demands. The world is one big market for companies to take advantage of. There must be marketers in each country that will help the company meet the needs and expectations of all the countries in which they sell their products. A good example of a successful global marketing company is the Coca-Cola Corporation. The soda beverage remains the same, but the can changes. The advertisements are different in each country. Instead of being intolerant to the needs of each country, they have translated their logo and brand name to suit the needs of each country in which they market. The goal of global marketing is to become like the Coca-Cola Corporation and sell the same product to everyone in the world, with perhaps just one or two small changes to the product that will suit the needs of everyone in the world. There are four simple steps a company must establish to start global marketing. First, a company...
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...Channel or B2B Promotions Almost every time when people talk about business-to-business commerce, the first thing comes to my mind is Alibaba, since this is where I learned the term--B2B. But another interesting thing I’ve noticed recently is that in digital age, B2B has become more like a platform rather than a business model. Take Alibaba as an example, as a B2B international group and sourcing destinations of many small business owners, it has officially transformed into online trade platform to serve more needs. Alibaba has been actively promoting cross-border shopping, which also provide foreign merchant more opportunities to enter Chinese market. During last year, Alibaba opened up to foreign suppliers with the addition of twenty-four South Korean brands through its “Direct From Overseas Markets” program. In this way, foreign brand could reduce costs and face up with the vast number of sell/consumers directly. For those small business merchants, it would be difficult for them to establish a fine cooperation and mutual-trust relation with foreign suppliers in a long distance. But through Alibaba, they could get better source to develop their own business within limited principal. Alibaba’s platform allows for resource maximization, and makes the small businesses do more with less. Also, I noticed that in today’s marketplaces, B2B is used in the context of communication and collaboration. And this is a point when content marketing comes into play, and serve as an...
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...0191 ® doi 10.1287/inte.1060.0214 © 2006 INFORMS Supply Chain Management: Technology, Globalization, and Policy at a Crossroads Tuck School of Business, Dartmouth College, Hanover, New Hampshire 03768, m.eric.johnson@dartmouth.edu M. Eric Johnson Supply chain management is an important application area for INFORMS, with many opportunities for our community to contribute models and insight. The seemingly relentless forces of globalization and technology continually present us with new supply chain challenges and opportunities for further progress. Over the past decade, researchers and practitioners have developed many models and methods that have influenced supply chain practices. However, as managers and management scientists have embraced these new approaches for improving supply chain competitiveness, these initiatives have slipped into the middle of many important corporate and public debates. Key words: supply chain management; professional: comments on. T he forces of globalization and technology are changing supply chains. In many cases, the supply chains are literally disintegrating. Product designers, marketers, and manufacturers that were previously housed in a single facility are now spread over several continents in organizations with different cultures, languages, and business objectives. For example, not long ago, apparel firms, such as Levi Strauss and Company, did it all—operating their own US production plants along with their core design and...
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...Lynn Mortali Assignment #4 Due Date: 04/09/2013 Challenges of Gathering Worldwide Data What I found most interesting about this chapter is the detail that international marketing requires. The objective of any marketer is to gather information that will be useful in trying to determine the best ways and/or areas to sell a product. This goal is the same whether you are trying to sell in your home country or in a foreign country. The following are five steps that are important to any international marketing plan: (pg227) 1) Economic and demographic – General data on the growth in the economy, inflation, business cycle trends and the like. 2) Cultural, sociological and political climate – A general noneconomic review of conditions affecting the divisions business. 3) Overview of market conditions – A detailed analysis of market conditions. 4) Summary of the technological environment – A summary of the state-of-the-art technology as it relates to the divisions business. 5) Competitive situations – A review of competitors sales revenues, methods of market segmentation, products and apparent strategies on an international scope. It is important to remember the culture you are trying to penetrate. Do women talk to strange men? Are they allowed to talk to strange men? Will a man provide information to a woman if the woman is performing the survey? It is important to have someone from the local culture work with you to obtain the data you...
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...Introduction Heritage Tourism Heritage tourism is define as the activities and services which provide international and domestic visitors with the opportunity to experience, understand and enjoy the special values of a region’s heritage, are sometimes referred to as heritage tourism (Lorton, 2013). According to Leigh Burns “heritage tourism is a personal encounter with traditions, history and culture. Heritage tourism is based upon the concept that each community has a story to tell. This is a rapidly growing niche market that is directed towards experiencing the local customs, traditions, arts, history, sites, and culture that authentically represent a particular place (Burns, 2010) Objective of the study The study includes the following objectives: * To identify the heritage destination and the overall satisfaction of tourists who visit heritage destinations. * To observe and understand the trend of heritage tourism in Nepal. * To analyze heritage destination and tourist’s overall satisfaction, and travel behavior characteristics. * To understand the impact of heritage tourism in Nepal. Hypotheses of the Study The study includes the followings hypotheses in order to analyze the relationship between heritage destination attributes and tourists’ satisfaction and their behavior characteristics, to understand the difference in derived factors in relation to their demographic and to identify the differences in the overall satisfaction of tourists’ in terms...
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...| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Preparing a Comprehensive Case Analysis Avon vs. Competitors | | | | Carrie Rose Business Policy, Professor Frost 4/20/2012 | History Avon is a global manufacturer and marketer of beauty, fashion, and home products. The company operates worldwide using a direct selling model; Avon has approximately 6.5 million independent representatives that sell their products for them across the globe. They are divided into six geographic locations: Latin America, North America, Central, Eastern, and Western Europe, Middle East, Africa, Asia Pacific, and China. The company has numerous distribution centers, manufacturing facilities, and administrative offices in every one of these locations. They initiated global expansion in the in the 1950’s, went public and was listed on the NYSE (New York Stock Exchange) in 1964. (Datamonitor, 2011) Current News In recent years Avon has been undergoing some challenges, both internal and external. Andrea Jung who has been CEO (Chief Executive Officer) since 1999 has been asked to step down and in her place, Sherilyn McCoy, former vice chairman at Johnson & Johnson, will take over. (Kowitt, 2012) Avon has been propositioned with numerous bids to be...
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...Abstract This paper will cover some issues what conducting business overseas and the importance of having a multicultural and diverse work environment. Multiculturalism and Diversity Management Some of the issues a foreign country could face when outsourcing to another host country is it eliminate direct communication between the company and the client they services. It prevents the company from forming a strong working relationship with the company and customers and often leads to frustration on both sides especially if the product doesn’t meet quality standards, often the manufacturer must repeat production for accurate results if the product is not the company standards and also there are concerns of not having control to some aspects of the company. Other issues the company might face is the delaying communication and project implementation and the company may rely on the outsource provider that could perhaps may lead to problems if the outsourcer back out on their contract if they feel the working relationship is not going so well as well as hidden costs, for example if a contract is already sign and there are other additional services that are needed there will be a cost associated. Anything that is not covered is considered additional cost to the company. Other issues the company might face are the treat to security and confidentiality. This is one of the most important aspects of any business; you are in charge of keeping payroll, medical, and other confidential...
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...Assignment 4 Original IMC Plan Integrated Marketing Communication (MBA 570) Zaved Mannan D-6 Tower Bhaban, Fuller Road Dhaka University Campus Dhaka 1000 Bangladesh Student ID: 11320053 Date: 12.10.2011 Charles Sturt University Australia Executive Summery Coffee World is Swiss based global premium coffee chain and like to expand its business in Spain. Marketers have prepared an original IMC plan based on zero-based planning model. Target markets are mainly tourists (40%), professional (30%), students (20%) and others (10%). This report has analyzed critically Company’s strengths, weaknesses, opportunities and threats in Spain market. Communication objectives can be based on think-feel-do model. Coffee World’s behavioral communication is to offer best product and service to the customer. Marketers will use various MC tools to crack the Spanish market. Campaign message will be “Where The World Meets!” Marketers will use ‘demonstration’ and ‘humor’ strategy to run IMC plan. A detailed IMC plan for Coffee World is discussed in this report. The report will evaluate the effectiveness of proposed IMC plan. Table of Contents Introduction 4 Zero Based Planning 4 Identify Target Market 5 SWOT Analysis 6 Marketing Communication Objectives 8 Developing Strategies & Tactics 10 Integrated Marketing Communication 12 Evaluation Effectiveness 15 Conclusion 15 Appendix 16 References ...
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...ABDT 3213 – International Marketing Week 2 Tutorial 1: Introduction to Global Marketing SECTION A: Coursework Briefing SECTION B: Discussion Questions 1. What are the basic goals of marketing? Are these goals relevant to global marketing? 2. What is meant by “global localization?” Is Coca-Cola a global product? Explain. 3. Describe some of the global marketing strategies available to companies. Give examples of McDonald that use the different strategies. 4. Describe the difference between ethnocentric, polycentric, regiocentric, and geocentric management orientations. 5. Define leverage and explain the different types of leverage utilized by companies with global operations. 6. What is “global marketing” and how does it differ from “regular marketing?” Giving examples of at least one major corporation explain these differences. SECTION C: CASE STUDY CASE 1-3: Acer Inc (page 57) 1. How did the “global markets-local markets” paradox figure into Shih’s strategy for China? 2. Can Acer become the world’s third largest PC company, behind Dell and Hewlett-Packard? 3. Growth in the U.S. PC market has started to slow down. Despite strong competition from Dell and Hewlett-Packard, Acer’s U.S. market share increased form 1 percent in 2004 to 3.3 percent by the end of 2006. What are Acer’s prospects for gaining further share in the United States? ABDT 3213 – International Marketing Week...
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