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Many factors and conditions have led to the development of global markets. One of these contributing factors really has to do with the information age and markets being more aware of what is out there globally, which can make for more standardized products. Marketers around the world are being exposed to the same products and processes, and are pushing towards a more common taste, whereas before they were perceived to have different tastes simply because they were not all exposed to the same products and processes. For example, maybe someone in India or China wasn’t aware that they would want an Apple iPhone because they were not exposed to the marketing that America or the United Kingdom was exposed to. Once they became aware of it however, they knew what was out there and had similar wants and needs. The new iPhone 5c is a great example because they are marketing that model globally, have made it affordable and more attractive to what seems to be emerging markets in less economically advanced countries. Another contributing factor to the development of global markets is when a company transitions from international marketing to global marketing, meaning that more than half of its revenues come from abroad. This phase is often accompanied by the term “global marketing”, according to Cateora, Gilly and Graham (2013) this can be used to describe the scope of operations and marketing management orientation of companies. As time goes on many other factors will be responsible for the development of global markets, some of which include the growing population, the current global leaders paving the way for other markets, and overall global influence. According to Cateora, Gilly and Graham (2013) global orientation can be defined as “A means of operating by which a company acts as if all the company’s markets in a company’s scope of operations (including the domestic market) were approachable as a single global market, with the company standardizing the marketing mix where culturally feasible and cost effective. The idea of global orientation is to become successful and the ability to adjust to different environments. Once companies reach a global level of marketing, they must treat the world market and their home market all as one market. In order to reach global awareness, which is important to the success of a businessperson and the embodiment of tolerance of cultural differences and knowledge of cultures, history, world market potential, and global economic, social and political trends according to Cateora, Gilly and Graham (2013), one must make sure that they have thoroughly covered all of these categories. Having knowledge of cultural differences plays a huge role in developing global awareness. The marketer must understand that just because they do something one way that may be different from another culture, does not mean that it is the wrong way, or less productive way to do it. One must be very tolerant when facing these differences and obstacles, and they will have success based on this tolerance and understanding. In order for companies to keep global awareness in the forefront, it will be necessary for them to build on what they already know, as well as be able to keep the most current global trends and news in front of them. According to Cateora, Gilly and Graham (2013) there are a few strategies for keeping global awareness in organizations. These include having managers individually demonstrate their personal knowledge of global awareness, personal relationships in other countries and social ties, and the long-term business relationships that can develop with foreign customers. Together, all these factors are necessary when it comes to gaining and maintaining global awareness. Nothing is out of the realm of possibility when it comes to being globally aware, and marketers and business individuals must be prepared to adapt to this.

There are many examples of companies being successful in their...
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