Global Marketing Strategy Development Benefits
MKTG 4037 - Digital Marketing Strategy
University of Cincinnati
March 15, 2024
Abstract
This paper examines the various marketing strategies that are essential
for success of any company within the global market. It begins by
introducing the idea of the global markets, and then discusses the
common factors that influence the channel structures involved in
distribution of products. Then it looks at the steps that the global
companies undertake to ensure that they benefit from the global
brands and the advertising campaigns. In this case brand imaging is
distinguished from what is called sales promotion and how it relates to
advertisement. Finally the paper discusses the role of sales promotion
within the global market and the differences that exist between the
industrial and consumer sales promotion. The paper then draws a
conclusion on the benefits of all the strategies within the global
market and the negative challenges that might be encountered.
Introduction
Within the global market, companies compete in winning consumers’
trust by producing quality goods and services. They capitalize on
opportunities to cut on the prizes of goods and shorten the life cycle of
products. Companies have flooded the global market with the aim of
building strong customer bases and maximizing on profits. However,
there are some major challenges that Companies encounter which acts
as barriers to fair global competition (Keegan & Green, 2002).
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
Factors Influencing the Channel Structures and Strategies
Available to Global Marketers
Market channels and structures used by managers from various
companies must all follow the principles of globalization. For
appropriate and effective channels to be used they must consider the
needs of both local and international markets. The factors that
influence the channel structures include several paradigms some of
which are discussed below (Rosenbloom and Larsen 2008).
System flow paradigm
This represents a number of processes and activities that have
influence on institutions within the global market. These institutions
are owned by wholesalers, sales agents and retailers. These
institutions form the link between the sellers and the buyers without
which the global marketing may not operate. For any marketing
strategy to succeed, these channels must be well coordinated and
managed. This flow has since been interrupted by the introduction of
internet where a customer can transact business direct with the
producer without involving any intermediaries (Vaile, Grether and
Cox, 1952, pp. 113-129).
Divergence views on product categorization
This involves the differences in perception on particular goods from
the manufacturers and consumers perspective. While those producing
the goods focus on the efficiencies that accompany its production,
consumers focus on the benefits derived from using of the same
products. This has made it difficult when it comes to assorting goods
for the satisfaction of the diversified global demand (Alderson, 1954,
pp 5-22).
Relationship Paradigm
This involves the kind of relationship which exists amongst those
involved in global business transactions. Conflict of goals, objectives
and opinions are inevitable amongst the suppliers, retailers and the
consumers and this brings about disharmony within the smooth
channels of distribution. This is sometimes enhanced by the
differences in cultural beliefs amongst members from different
countries (Rosenbloom 2007).
Use of Power within the channel
This is the situation whereby some members within the distribution
channel use their influence to manipulate others and ultimately the
smooth flow of products. This determines the level of satisfaction,
conflict and relationship amongst players within the global market
(Lusch and Ross 1985).
Ways in Which Global Brands and Global Advertising
Campaigns Benefit Companies
In global marketing approach, development of global brands that has
same characteristics in all markets is considered the most successful
strategy. The global branding has got some of the most important roles
that it plays in the growth of a company. First it brings large
economies of scale to a company and gives the company admirable
global image. Large economies of scale are profitable when it comes
to reduction of production costs hence changing the financial status of
the company (Alden, Steenkamp and Batra, 1999).
A global brand creates unique images of a specific company
worldwide helping in the development of one specified advertising
strategy that can be used internationally. This assists the company in
reducing expenditure costs. Global brands help in delivering good
quality products hence are considered trustworthy irrespective of the
country of origin. Before a brand becomes global it must have strong
local support from origin country which enhances its quality
(Ramachander, 2000).
However, in terms of global advertisement, research has revealed that
an advertising campaign that succeeds in the native country may
sometimes not successfully penetrate other international market
segments. This calls for extensive research to establish the
effectiveness of advertising methods in some regions before a product
is released. The difference in perception and tastes are brought by
differences in culture and beliefs (Kaynak and Cavusgil, 1983).
The Role of Sales Promotion in the marketing mix and How the
Role Differ for Industrial and Consumer Products
Sales promotion has become a crucial part within the global market
economic system. Its introduction has enabled so many companies to
meet their targets within the global market. It is crucial for survival in
the present dynamic market where the Company besides producing
quality products must also make efforts to identify and create
awareness amongst potential customers. This defines the role of sales
promotion which is luring the consumers towards making quick
purchases of a particular product, leading to an increase in sales. Extra
prices are given to the customers for every purchase they make of a
particular product (Andromida, 2010).
Sales promotion provides a means for building strategies that can help
under stiff market competition. The promotion style helps in winning
loyalty of customers for particular products. Sales promotion for
industrial products is the situation whereby trade and consumer
promotional ideas are incorporated into the industrial market
environment. It is promotion that takes place within the business to
business environment and is between business companies. While on
the other hand consumer promotion is the sales promotion between
businesses and consumers within the market. This where the
consumers are offered one free product on top of every product
bought while in Industrial sales promotion businesses are lured to buy
one product and maybe granted free services for a duration of time
(Andromida, 2010).
Conclusion
More research needs to be done to establish on the strong influences
that majorly affect channels of distribution and also on the level of
satisfaction of brands within global market. The building of global
brands is of great benefit to consumers since it regulates costs and
prizes of goods and services. The use of sales promotion is an
effective way of marketing since it helps in improving the value
attached to products.
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