Global Marketing :: essays papers

Global MarketingInternet Paper The internets first role is the delivery and collection of timely information round products and services. We will have a look at the realistic role that the internet might play in assisting firms to reach their international marketing objectives. thither ar two types of impediments to the internets adoption and growth in international marketing structural and functional. Structural issues are likely to have greater impact on consumer internet marketing than on business-to-business marketing. Functional issues are likely to have a greater influence on consumer marketing because businesses are easier to identify, segment, and reach. Functional issues A distinction wad be made in the use of the internet a passive use and an active use. The passive personal manner is used when the company recognizes the importance of having a presence on the web. The company will offer products, services, contact opportunity and other information that can be us ed by the consumer. Much more complex is the active use of the internet. It demands the identification of its appropriate role in the firms global strategical marketing plan. One functional issue is the market segmentation that should be chosen by the company. At this moment the mass marketing via the internet can not be pursued yet since there are mollify some limitations at this moment. A limitation is that the public access to the internet is still limited. Prospects are declaring that, when correctly applied, the internet is quickly adopted by the target audience and grows rapidly. Another limitation is that there is no programming per se to perpetrate the individual surfer on the internet. However, the internet is well-suited for relatively homogeneous products that enjoy a broad appeal. Second, advertising has been the most natural and perhaps best authentic use of the internet to date. The internet can be viewed as a mulitmedium, so it should be treated with the same principles as other advertising media. advancement is a very important issue in this whole concept since with promotion brand recognition can be reached. Pricing is a ordinal issue that should be mentioned. Pricing on the internet at the manufacturer level makes it easier for the competition to accumulate relevant price data and modify its flowing marketing program. Even a new strategy can be developed to compete for a bigger share of the market.