THE MARKETER

The Marketer

The Marketer

Introduction

Most of the companies are eyeing at the international marketplace to advance their competitiveness. Considerable controversy has risen in recent years, concerning the most appropriate strategy in international markets. concluding how to deal with the globalization of markets, poses strong matters and alternatives for managers and their firms. They should address both - external ecological forces and internal organizational components, before they arrive at an international trading strategy.

The growing integration of international markets as well as the growth of domestic competition on a worldwide scale implies adoption of a global perspective in planning marketing strategy. This paper will discuss the factors that enable the industry to globalize it will also discuss the concept of global competitiveness and studies the factors leading to global competitiveness. In this paper, ideas from available literature are integrated in a comprehensive conceptual framework in which strategies can be formulated. The paper, further presents a cornerstone for evolving international marketing strategies along with a comprehensive consideration on evolving household and international competitiveness. Globalization can be defined generally as the growth of economic activity spanning politically defined national and regional boundaries. It finds sign in the expanded action over the boundaries of items and services. Trade and buying into, and often of persons by migration. It is driven by the actions of individual economic factors - firms, banks, people - usually in the pursuit of profit and often spurred by the pressures of competition.

According to Theodore Levitt (1983), new commercial reality - the emergence of global markets have come up because of advances in technology, communication, transport, etc. Those corporations geared to the new reality, benefit from enormous economies of scale in production, distribution, marketing and management. By translating those benefits into reduced world prices they can decimate competitors that still live in the disabling grip of old assumptions about how the world works.

An industry does not globalize on it's own and every industry cannot be a global one. There are certain drivers which determine the potential for industry globalization.

Industry Globalization Drivers, there are four broad groups of industry globalization drivers - market, cost, Government and competition. simultaneously, these four groups of drivers cover all the major critical commerce situation that sway the potential for globalization. Drivers are mainly uncontrollable by the worldwide business. Each commerce has a grade of globalization potential that is very resolute by these external drivers.

Marketing

Today, marketing is defined as the delivery of customer satisfaction that is also linked with a profit. Marketing more than any other business function, deals with many customers and products. Marketing motivates everyone in the marketing business to produce well-defined products for its customers. Marketers that exert a high level of performance provide more performance for their customers from a product. Marketing provides abundance of products in nearby shopping malls and other shopping centers to fulfil the customers wants and needs. Behind marketing, there is a massive network of people and activities competing for the attention of the consumer and their purchasing ...