The international or global context and the 4Ps

Résumé du document

How does the international or global context affect each element (the 4Ps) of the marketing mix? The global context certainly influences the 4Ps of Marketing. Marketing is going global like communication, which is improving day by day. Products and idea flows do not have any limit anymore. The global trend is to be customer oriented, and competitive on prices, since globalization affects everybody. Also personal selling is encouraged and long direct distribution often preferred to avoid unnecessary taxes. Finally decision-making is crucial on promotion control. Creativity is a key element to selling today, and ads must show something new and obtain a reaction from a public overexposed to external solicitation.

Extraits

[...] But we have to understand that a great marketing is one that makes respond the public (according to me) and thus it is important to produce something that is coming out of the mind, to be creative, innovative and not blindly follow the global stream. Sources - New trends in innovation and customer relationship management: A challenge for market researchers by Stan Maklan, Simon Knox, Lynette Ryals. International Journal of Market Research. Henley-on-Thames: 2008. - Marketing mix standardization in multinational corporations: A review of the evidence By Andreas Birnik, Cliff Bowman. International Journal of Management Reviews. Oxford: Dec 2007. - Managing Marketing Standardization in a Global Context By Boris Sustar, Rozana Sustar. Journal of American Academy of Business, Cambridge. Hollywood: Sep 2005. Vol Iss. [...]

[...] Then emphasis is today put on the green economy and ethics of the Companies, the product must thus respects norms and certifications and distributions channel must be fair for everybody. In the actual context I guess that the most important factor is price. We can see that every social class is looking at its budget a lot more carefully than before. The perfect product would thus respects the persons that participated, the environment, be cheap, distributed mainstream with a great lovely communication around. [...]

[...] PRICE The Company then have to determine the price of the product; it must be high enough to cover costs and make a profit but low enough to attract customers. PLACE They then have to decide trough which channel of distribution the product will go trough. The target's components analysis is crucial to this choice. The global context certainly influences the 4Ps of Marketing. The Marketing is going global too like the communication, which is improving day after day. Product & Ideas flows do not have any limit anymore. [...]