...Assignment 1: Corporate Responsibility and Marketing Strategies NIKE INC The rivalry in the sportswear industry is as intense as it has ever been. According to Forbes, the global sports apparel market will grow at an estimated CAGR of 4% from 2012-2019. Some of the key players Nike, Adidas, Puma and Rebook are now competing with rapidly growing competitors Under Armour and Lululemon Athletica. In such a saturated domestic market, major players like Nike will have to set itself apart by focusing more on Image and Global strategies vs. product line. Company Overview Mission Statement: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” - Bill Bowerman (co-founder of Nike) Nike Inc designs, develops, markets and sells high quality footwear, apparel, and equipment, accessories and services. Their product lines range between seven key categories: running, basketball, football, men’s training, women’s training, Nike Sportswear, and action sports. They are the leader in the industry, producing 25.3 billion in 2013 fiscal revenues. Nike is about recognizing sustainability as a route to future probability. Ethical and Social Responsibilities With the growing competition and product line equal, consumer perceptions of Nike will play a critical role in building the brand and competitive advantage. Improving image with respect too Ethical and...
Words: 1718 - Pages: 7
...The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself (Ducker). Though a simple statement, as the world economy grow and consumers change this gets increasingly difficult. Globalization has caused marketers to research different countries, creeds, and cultures to make unique marketing strategies. Globalization isn’t the future of our economy, it’s the now. Advances in technology have made the world a much smaller place. With access to new markets many companies are venturing into uncharted territory in search for profit. Though its sounds great there are many precautions to take before a company finds a new market. There are barriers to entry: most common among many are tariffs, quotas, and sociocultural variances. Tariffs are taxes put on imports from other countries. The effect of a tariff is to raise the price of the imported product; it makes imported goods more expensive so that people are more likely to purchase domestic products. Quotas are limits on the amount of goods that can be imported. Putting a quota on a good creates a shortage, which causes the price of the good to rise and make the imported goods less attractive for buyers. This encourages people to buy domestic products, rather than foreign goods. Sociocultural differences in religious beliefs or practices, basic cultural assumptions and/or patterned behavior, language, idiom, body language and assumptions about social strata are all among potential...
Words: 1952 - Pages: 8
...ANALYSIS OF THE MEDICINE HAT COLLEGE GLOBAL TOURISM & MARKETING PROGRAM Presented to Ms. xx Coordinator of Global Tourism & Marketing Program x x College Prepared by Yili Wang First Year Students of Business Administration November 28, 2014 MEMORANDUM TO: Ms. Linda Tooth, Coordinator of Global Tourism & Marketing Program FROM: Ms. Yili Wang, First Year Students of Business Administration DATE: November 27, 2014 RE: Analysis of the Medicine Hat College Global Tourism & Marketing Program Here is the report, which you authorized on October 27, about the analysis of the Medicine Hat College (MHC) Global Tourism & Marketing (GTAM) Program. The study involved a discussion of the courses that are considered to be added to the GTAM program, the importance of practical experience and experiential learning, and the career development for GTAM graduates in terms of the position unfilled, as well as the recommendations about the development of Medicine Hat College GTAM program. According to the surveys from alumni, educational institutions, and business institutions, and some secondary resources, the quality of the Global Tourism and Marketing program can be improved in terms of course offering, sufficient practicum providing, and unfilled positions analyzing. It is important that college provides more opportunities and offers more useful courses to help tourism students to meet the needs of tourism industry. I am grateful to all of the people...
Words: 5473 - Pages: 22
...Business Management Examination Paper MM.100 Global Marketing Management Section A: Objective Type & Short Questions (30 Marks) This section consists of Multiple Choice & Short Note type questions. Answer all the questions. Part One carries 1 mark each & Part Two carries 5 marks each. Part One: Multiple Choice 1. All the ethnocentric orientations are collectively called______________ 2. Which of the following comes under benefits of Global marketing? a. Endurance b. Sales Promotion c. Diversification d. All of the above 3. The Polycentric orientation is the opposite of ethnocentrism. (T/F) 4. NAFTA stands for____________ 5. ______________refers to the ability of the product and the company from that of the competitors a. Positioning b. Differentiation c. Customer value d. None 6. CAT stands for _______________ 7. Cave dwellers are______________ 8. LIFO stands for life in fire option.(T/F) 9. Starbursts are _______________ 10. _____________is an advantage over competitors gained by offering consumers greater value Part Two: 1. What are the implications of tariffs in the Global Marketing? 2. Write a short note on “Diffusion Theory”. IIBM Institute of Business Management Examination Paper of International Business Management 3. Discuss the concept of competitive marketing strategies. 4. Discuss the importance of marketing mix. END OF SECTION A Section B: Caselets...
Words: 671 - Pages: 3
...IWhat is International Marketing? Marketing a product or service across national boundaries in order to satisfy the needs of customers and the objectives of the organization. Different Terms: Multidomestic marketing: adapting product and marketing programs to each foreign market independently. Global marketing: marketing activities in multiple country markets are coordinated and integrated. Foreign marketing: loosely refers to marketing a product in a market outside the home market. International Marketing Environments Global Economic Environment Cultural Environment International Marketing Global Competitive Environment Political/Regulatory Environment Systems Global Systems Global Financial Systems International Monetary Systems and Foreign Exchange Market Global/regional Trading Systems (WTO, EU, NAFTA, ASEAN,...) Importance of International Marketing • • • • World trade has risen from $2 trillion to $18 trillion in last three decades. International trade grows twice as fast as domestic trade. Global marketing is a “must” for firms to achieve sustained growth. Marketing success will be defined on a global scale. Domestic and International Trade Growth Percentage of Growth 12% 10% 8% 6% 4% 2% 0% Year International Trade Domestic Trade Financial Statistics Yearbook Source: International 2011, International Monetary Fund, Washington D. C. Uniqueness...
Words: 1762 - Pages: 8
...archive of this journal is available at www.emeraldinsight.com/0265-1335.htm International e-marketing: opportunities and issues Jagdish N. Sheth Goizueta Business School, Emory University, Atlanta, Georgia, USA, and E-marketing: opportunities and issues 611 Received October 2004 Revised June 2005 Accepted July 2005 Arun Sharma School of Business, University of Miami, Coral Gables, Florida, USA Abstract Purpose – E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing strategies for the web. However, the evolution and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/approach – In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The paper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings – It is found that international e-marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e-markets of tomorrow...
Words: 5666 - Pages: 23
...Applied Managerial Marketing Student’s Name Course Institution of affiliation Instructor Date Marketing and Market Planning Marketing function for the profit making organization is a primary function as it is the channel where income is generated. It is, in that way, paramount for an organization to have a productive marketing plans to flourish in the operations undertaken. The marketing function is primarily controlled through the 4Ps of marketing namely place, price, promotion and product. The 4Ps guides the marketing mix in order to produce a strategic channel. The strategic channel is used in maintaining and acquiring greater market share, reducing costs and at the same time maintaining a continuous competitive edge against the competitors (Ann‐Marie & Andrew, 2012). For this assignment, the discussion will major on the place factor of marketing. Place is where the consumers and sellers meet. Diverse factors affect the marketplace. The effects of place impact a firm both internally and externally as well as posing controllable and uncontrollable forces. The primary market forces include technological, economic, demographic, political, and cultural factors (Ann‐Marie & Andrew, 2012). The factors have diverse effects on the operations of an organization. In the case of Michelle, Elena, and the Mobile Manufacturing, Inc. (MM), with the consideration of exploiting global market, the most crucial factors to consider...
Words: 1057 - Pages: 5
...ENVIRONMENT OF INTERNATIONAL TRADE Copyright © 2012 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing 2e by Cateora 1 Chapter learning objectives 1. The basis for the reestablishment of world trade following World War II 2. The importance of balance-of-payment figures to a country’s economy 3. The effects of protectionism on world trade 4. The seven types of trade barriers 5. The importance of the GATT and the WTO 6. The emergence of the International Monetary Fund and the World Bank Group Copyright © 2012 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing 2e by Cateora 2 Australia to play catalyst to break down trade barriers • Barriers to trade, both tariff and nontariff, are one of the major issues confronting international marketers • If the benefits of the social, political, and economic changes now taking place are to be fully realised, free trade must prevail throughout the global marketplace ▪ WTO (World Trade Organization) • Countries are pushing for speedier removal of quotas on textiles and clothing while the WTO examines cuts in agricultural support Copyright © 2012 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing 2e by Cateora 3 Top ten 2009 Australian trading partners Copyright © 2012 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing 2e by Cateora 4 The twentieth century • First half of the twentieth century – widespread economic depression ...
Words: 1485 - Pages: 6
... | | |*The same course can be transferred only as 1 course. | |First Level Modules | | |ACC1006 Accounting Information Systems |International Technology Venturing | |BSP1005 Managerial Economics |TU91.2010 Managerial Economics | |MKT1003 Principles of Marketing |23A00210 Introduction to Marketing (6 ECTS)...
Words: 33073 - Pages: 133
...Chapter 3: Catering for the cultural and social environment of international marketing What is culture? * ‘Culture is the total way of life in a society’ (Fletcher, 1979) * Culture is the collective programming of the mind (Hofstede, 1980) Elements of culture * Material culture: technology and economics * Social institutions: concerned with the way people relate to each other * Relations with the universe: religion, superstition, and impact on value systems * Aesthetics: activities and art forms and dance all have a role in interpreting symbolic meanings in each culture. * Language: differ in the way they convey meanings The impact of culture on international marketing * Knowledge * Factual knowledge conveys meaning about a culture which appears straightforward. * Interpretive knowledge is based on feeling and intuition and is often influenced by past experiences. * Sensitivity * Cultural sensitivity involves being aware of the nuances (sắc thái) of the different culture, being empathetic with it and viewing it objectively * Collectivism * It plays a greater role in decision making because of the strength of family ties, strong affinity with the group. * Social conventions (quy ước) * Relative to eating: time take to eat the mail, the composition of each meal, … * Cognitive styles * Consumers are loyal to products varies between culture. Ex: Asian countries consumers are more loyal and less to switch...
Words: 607 - Pages: 3
...Executive Summary With the increased competition in the banking industry, due to the entrance of private companies in the industry and also the current globalization trend in which the world looks more like a global village than a big wide area we have seen banks especially retail banks adapt more and more strategies to either attract customers or retain customers. Banks have reinvented their marketing strategies to not only spur their rapid growth but also to ensure that they remain profitable in a business sector that has the greatest level of competition. This paper, therefore, seeks to evaluate and analyze the current marketing strategies of the 1st century bank as well as try to offer recommendations of other marketing strategies that the bank can either start using or stop using. This is to ensure its future survival and ascertain that it can remain effective, relevant, and trustworthy to not only win more customers but also gain new ones. Introduction The 1st century bank was founded in the year 2004, with the aim of serving communities of the Los Angeles state particularly those living in the western part of the state. The bank founders saw that the current existing banks within the area had lost the personal touch that banks were supposed to have with its clients; hence, they formed a bank that would re-establish the focus on attentive personal service, with local decision-making and the ability to ensure the success of its clients. The bank was established on...
Words: 3452 - Pages: 14
...subsidiary called American Express Travel Related Services Company, Inc., (TRC). Both these companies are bank holding companies. The four basic segments in which the company offers services to its clients include U.S. Card Services, International Card Services, Global Commercial Services and Global Network and Merchant Services. The various products of the company include credit card products, consumer and business travel services, stored value products like traveler’s cheques, prepaid cards, network services, expense management products and services, marketing information products, fee services, fraud prevention services, customized products for clients. At the end of the year 2010, the company has acquired Accertify Inc., a company which provides services to traders regarding online frauds and not present card transactions. The paper discusses in detail the various products and services provided by the company Global Network and Merchant Services The Global Network and Merchant Services (GNMS) division functions an international all-purpose and common objective charge and credit card network for the cards issued under the Global network and merchant services as well as to the proprietary cards. It also deals with the global merchant services which covers various things like registering and enrolling the merchants so as to give a positive response to cards and additionally the processing and settling the card dealings to the merchants. This division also provides point – of –sale...
Words: 1464 - Pages: 6
...Short Message Service SMS is today's simplest and cost-effective way to reach a global mobile audience. Thousands of organizations are using messaging already to communicate with customers and employees. SMS was built into the European Global System for Mobile (GSM) standard as an insignificant, additional capability. Yet in many countries SMS was perceived as cheap, and it offered one-to-one, or one-to-many, text communications that could be read at leisure, or more often, immediately. SMS was avidly taken up by young people, forming new cultures of media use.(Goggin & Spurgeon, 2005). Text messaging is instantaneous, inexpensive and personal, and enables numerous applications. In the face of turbulent economic conditions and significant cost pressures, U.S. financial institutions, like their counterparts around the world, are focusing on improving the profitability of their customer relationships, lowering channel costs and enabling more self-service electronic banking. In recent years, the rise of mobile banking has opened a new path for financial institutions to lower the cost to serve their customers, improve their competitive position and increase customer acquisition and loyalty. At the same time, mobile banking establishes a foundation for delivering future products and services that can be monetized, such as mobile payments and remittances. Despite this new ROI opportunity, most institutions have primarily utilized this new channel to drive mobile banking adoption among...
Words: 2410 - Pages: 10
...Through the global interconnectedness among people, globalization has been appeared. Globalization refers the integration of global economies, societies and cultures through the communication, transportation and trade. During this period of this process, one question has been raised whether is globalization bad or good? And according to this question, it is proved that globalization is playing a fundamental role to make progress to many sections including economies, culture and religion, public services and living standard, and technology. In economics, Globalization refers to the increasing interdependence of world economies as a result of the growing scale of cross-border trade of commodities and services, flow of international capital and wide and rapid spread of technologies. It shows the market expansion and integration, and it is an unchangeable tendency for international economic development. In economy, globalization is playing a significant role to make advancement to this sector over the world. Globalization has created widely the international economy, integration of markets and the flow or movement in the world, all of which make escalations in global movement. There are many importance of globalization on economy for many years. Improvement in technology has a essential effect in decreasing the costs of transportation, communication and commodity also lowering the price of data processing and information storage. There is a sign of the modern technology like electric...
Words: 3245 - Pages: 13
...Ⅰ Overview of ZTE ZTE Corporation is a leading global provider of integrated communications solutions. With operations in over 160 countries, the company provides clients with innovative technology and product solutions that enable users to enjoy the world of voice, data, multimedia, wireless broadband, etc. Founded in 1985, ZTE is listed on the Hong Kong and Shenzhen and is China’s largest listed telecommunications equipment company. (ZTE Corporation, n.d.) ZTE aims to be a global communications leader, which provides the clients worldwide with satisfying and customized products and services. The company has established 18 state-of-the-art R&D centers in the China, France, India and employs over 30,000 research professionals. With 107 subsidiaries devoted to innovation globally, ZTE was the world’s biggest originator of technology patents in each of the past two years, according to data from the World Intellectual Property Organization. It is the world’s fourth-largest mobile phone manufacture measured by 2012 unit sales and the world’s fifth-largest telecoms equipment marker measured by 2012 revenues (after Ericsson, Huawei, Samsung, and Nokia Siemens Networks). (2012 Annual Report from ZTE Corporation, n.d.) Ⅱ Globalization of ZTE Globalization is the process of reducing the costs of transactions, tariffs and non-tariff barriers, transportation and time. Before globalization, the firm and its rivals had the same outlook, cultural background, labor force, comparable skills...
Words: 1925 - Pages: 8