Global marketing environment is a difficult term to explain, as it covers all aspects of the world are continually changing. To explain the real situation of the environment is necessary to go through the most current literature and study the current changes. This chapter is giving the idea of marketing the current challenges and changes and the forces of the underwater environment.
Today is marketing
The change in customer behavior and the proliferation of new marketing channels configurations of the new issues in the business world. Competition in the international market is becoming increasingly difficult to maintain lifelong relationship with customers. Selling quality products and service at an affordable price, it is not enough to win the loyalty of customers there are many other dimensions of care. These changes modify the secondary gains and customer-centric organizations and organizations born of new theories and approaches.
Marketing today has come out with the circle of 4P (product, price, place and promotion) and in the broadest sense it is taking as a function of the organization. The modified form of marketing is to deliver greater value to customers and develop and maintain a healthy relationship.
According to the American Marketing Association Marketing today is:
"Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." (Keefe, 2004)
Macro Environment and
The global marketing environment includes the environment and the macroeconomic environment. The intermediate environment contains factors that are semi-controllable through contracts and will be categorized as suppliers, distributors, promoters and shareholders. For example, in the industries of software from different vendors, application vendors, temporary specialized subcontractors, etc. are part of the environment in between. The macro environment consists of the factors and forces that are often uncontrollable. (Lee, 2005)
For global marketing strategic planning to assess and investigate threats, opportunities and risk assessment generally used by organizations maja maja analysis here is synonymous with political and economic factors, social, technological, legal and environmental. (The macro environmental forces are also shown in the figure above). External auditor are mostly used to audit the impact of these forces.
Some countries have policies that are more relaxed and easy to import and export.
The history of the countries of the friendship and healthy business offerings also have a positive impact on future trade. Similarly, if countries have better infrastructure for trade policies and legislation that also goes for international traders. This helps minimize the time and provide safe treatment and especially the newcomers feel comfortable with the trade in that environment. With all these reasons the fresh literature speaks of the participation of twelve factors in international trade.
In 2005, according to Geri Clarke FREDICT aid is a more comprehensive framework for analyzing international marketing environment.
H F Financial History
Economic R-E International Trade Rules
LE Language Environment
PD population policy
S Social Infrastructure I
C Culture
T Technology
Changes and Challenges
In 1998, article in The Economist sums it up nicely:
"Marketing has become a complex art. Technology and trade have increased the potential for global brands. The fragmentation of audiences and rising costs of television and print advertising are doing other media appeal. And the direct marketing and the Internet are rewriting the rules of marketing. "
55 years ago, the invention of television opens up new forms of mass marketing and visual demonstration of the many local brands and now have the status of world-class brand. This technology changes the language of advertising. In old age, especially people preferred to buy the things of the search market and mainly transmitted by radio market issues and new products coming. Then television gave new confidence to their viewers worldwide and announces the real market position. The visual demonstration also teach and guide people properly and also responded to the question why they need and want this specific product. Now the World Wide Web is taking the position of the TV and digital TV mode and Smart phones are writing new rules of marketing.
Today phones and pagers is the basic necessity of people and everyone is in the range only by a small piece of technology. Here telecommunications was playing an important role. Now, in the late 20th century, the emergence of Internet and telecommunications to introduce m-commerce. First phone companies simply provide update information as weather reports, online gaming, the latest movies and songs, and more information only to provide better service and customer satisfaction. From that time the m-commerce became part of our life and no one feels this addition of new business technology, today banks and other financial services are also providing mobile commerce services and this small device has become the source of market transactions. This was the short review of the development of technology.
On the other hand the destructive incidents such as 9 / 11 and 7 / 7, etc. and other country's wars (war on terrorism) are destroying the developed markets and investors are afraid to invest money in these risk areas.
The customer buying behavior and their perception of quality is changing and is now demanding that the rich value-added products and services. Multinational corporations and chain stores also create a strong global competition and increasingly difficult to maintain a long term relationship with existing customers.
However, the last decade of the twentieth century, bought great changes redefine the role and concept of marketing. The rapidly changing customer market made more sophisticated and value added requirements. Products / services development and management has changed dramatically, the values of third and made Internet transactions easier and virtual payment and distribution channels to introduce new form of market approach (O'Connor, 2001).
