Professional Documents
Culture Documents
Global marketing Environment is a complex term to explain because it is covering all the issues of
world that are continuously changing. To explain the true present picture of the Environment it's
necessary to go through the most up-to-date literature and study the current changes. This chapter is
giving the idea about the today's marketing and changes & challenges of the sub environmental
forces.
Today's Marketing
The changing behavior of customers and proliferation of new marketing channels setups the new
issues in the business world. In international market competition it's becoming harder and harder to
maintain the life time relation with customers. Selling quality product and service in affordable
price is not enough to gain the customer loyalty there are also many other dimensions of care. These
all changes make profit secondary and modify organizations to customer-focused organizations and
born the new theories and approaches.
Today's marketing has come out with the circle of 4P's (Product, Price, Place and Promotion) and in
the broader sense it is taking as an organizational function. The modified form of marketing is to
provide greater value to customer and develop and maintain a healthy relationship.
According to the American Marketing Association today's Marketing is:
"Marketing is an organizational function and a set of processes for creating, communicating and
delivering value to customers and for managing customer relationships in way that benefit the
organization and its stakeholders."(Keefe, 2004)
The Intermediate and Macro Environment
The global marketing environment comprises the intermediate and the macro environment. The
intermediate environment contains those factors which are semi-controllable through contracts and
they will be categorized as suppliers, Distributors, facilitators and shareholders. For example in
software industries the different vendors, application sellers, temporary specialist staffs and
subcontractors etc are part of intermediate environment. The macro environment is made up of
those factors and forces which are generally uncontrollable. (Lee, 2005)
For the Global strategic marketing planning to evaluate and investigate the threats, opportunities
and for risk assessment usually organizations used the PESTLE analysis here PESTLE stands for
Political, Economic, Social, Technological, Legal, and Environmental Factors. (These macro
environmental forces are also shown in above figure). Mostly external auditor is used to audit the
impact of these forces.
Some countries have more relaxed and easy polices for import and export.
Countries history of friendly relation and healthy business deals have also a positive impact in the
future trades. Similarly if countries have better infrastructure for trading polices and legislations it
also goes in the favor of the international traders. It helps to minimize the time and provide the
secure dealings and especially newcomers feel comfortable to trade in such environment. With all
these reasons the fresh literature tells us about the twelve factors involvement in the international
trading.
In 2005 according to the Geri Clarke the HELPS FREDICT is a more complete framework
for the international marketing environmental analysis.
H History F Financial
E Economic R Rules- International Trade
L Language E Environment
P Politics D Demographic
S Social I Infrastructure
C Culture
T Technology
Changes and Challenges
In 1998 article in the Economist Magazine Sums it up nicely:
"Marketing has become a complex art. Technology and trade have increased the potential for global
brands. The fragmentation of audiences and rising costs of television and print advertising are
making other media attractive. And direct marketing and the internet are rewriting all the marketing
rules."
55 years back, the television invention opens the new ways of the mass marketing and with the
visual demonstration many local brand and now take the status of the world class brand. This
technology changes the language of the advertising. In old age mostly people preferred to buy
things from market search and mainly radio transmitted about the market affairs and new coming
products. Then TV gave the new confidence to its viewers and globally advertised the real market
position. The visual demonstration also teach the people and guide them correctly and it also
answered the question that why they need and want this specific product. Now World Wide Web is
taking the position of the TV and Similarly the Digital TV and the Smart mobile are writing the new
rules of the marketing.
Today mobile and pager is the basic need of people and every one is in range just because of a small
piece of technology. Here telecommunication was playing an important role. Now in the end of 20th
century, the emergence of internet and telecommunication introduce m-commerce. First mobile
companies simply provide an updates information like weather reports, games online information,
latest movies and songs information etc just to provide better services and to satisfy customer. From
that time the m-commerce became the part of our life and no one feel this addition of the new
business technique, today banks and other financial services are also providing mobile commerce
services and this tiny device has become the source of market transactions. This was the small
overview of emergence of the technology.
On the other hand the destructive incidents like 9/11 and 7/7 etc. and other country wars (War
against terrorism) are destroying the developed markets and the investors are feeling fear to invest
money in these risky areas.
The customer buying behavior and its quality perception is also changing and now he is demanding
the rich added value products and services. The multinational companies and chain store also create
a strong competition globally and it's becoming more difficult to retain a long term relation with
existing customer.
However the last decade of the twentieth century bought major changes that redefine the role and
concept of marketing. The rapid change of market made customer more sophisticated and value
added demanding. Products/service development and management has changed radically, the
internet and third party securities made more easy transactions and virtualized payment and
distribution channels introduce new way to approach market (O'Connor, 2001).
Lingkungan pemasaran global adalah istilah yang rumit untuk menjelaskan karena
mencakup semua isu-isu dunia yang terus berubah . Untuk menjelaskan gambaran ini benar
Lingkungan Hidup itu perlu untuk pergi melalui literatur yang paling up-to -date dan mempelajari
perubahan saat ini . Bab ini memberikan ide tentang pemasaran saat ini dan perubahan & tantangan
dari kekuatan lingkungan sub .
Pemasaran saat ini
Perubahan perilaku pelanggan dan proliferasi saluran pemasaran baru setup isu-isu baru dalam
dunia bisnis . Dalam kompetisi pasar internasional itu menjadi semakin sulit untuk
mempertahankan hidup waktu hubungan dengan pelanggan . Jual kualitas produk dan layanan
dengan harga terjangkau tidak cukup untuk mendapatkan loyalitas pelanggan ada juga banyak
dimensi lain perawatan . Ini semua perubahan membuat keuntungan sekunder dan memodifikasi
organisasi untuk organisasi yang berfokus pada pelanggan dan lahir teori-teori dan pendekatan
baru .
Hari ini pemasaran telah keluar dengan lingkaran 4P ( Product , Price, Place , dan Promotion ) dan
dalam arti yang lebih luas itu mengambil sebagai fungsi organisasi . Bentuk modifikasi dari
pemasaran adalah untuk memberikan nilai lebih kepada pelanggan dan mengembangkan dan
menjaga hubungan yang sehat .
Menurut American Marketing Association Pemasaran hari ini adalah :
" Pemasaran adalah fungsi organisasi dan seperangkat proses untuk menciptakan ,
mengkomunikasikan dan memberikan nilai kepada pelanggan dan untuk mengelola hubungan
pelanggan dengan cara yang menguntungkan organisasi dan stakeholder . " ( Keefe , 2004)
Lingkungan Menengah dan Macro
Lingkungan pemasaran global terdiri dari intermediate dan lingkungan makro . Lingkungan
menengah berisi faktor-faktor yang bersifat semi - dikendalikan melalui kontrak dan mereka akan
dikategorikan sebagai pemasok , distributor , fasilitator dan pemegang saham . Sebagai contoh
dalam industri software vendor yang berbeda , penjual aplikasi , staf spesialis sementara dan
subkontraktor dll adalah bagian dari lingkungan menengah. Lingkungan makro terdiri dari faktorfaktor dan kekuatan-kekuatan yang umumnya tidak terkendali . ( Lee , 2005)
Untuk perencanaan pemasaran strategis global untuk mengevaluasi dan menyelidiki ancaman ,
peluang dan untuk penilaian risiko biasanya organisasi menggunakan analisis alu alu di sini
singkatan dari Politik , Ekonomi , Sosial , Teknologi , Hukum , dan Faktor Lingkungan .
( Kekuatan-kekuatan lingkungan makro juga ditunjukkan pada gambar di atas ) . Sebagian besar
auditor eksternal digunakan untuk mengaudit dampak dari kekuatan-kekuatan ini .
Beberapa negara memiliki kebijakan lebih santai dan mudah untuk impor dan ekspor .
Negara sejarah hubungan ramah dan penawaran bisnis yang sehat juga memiliki dampak positif
dalam perdagangan masa depan . Demikian pula jika negara memiliki infrastruktur yang lebih baik
untuk kebijakan perdagangan dan peraturan perundang-undangan juga berjalan dalam mendukung
pedagang internasional . Ini membantu untuk meminimalkan waktu dan menyediakan transaksi
yang aman dan terutama pendatang baru merasa nyaman untuk berdagang di lingkungan tersebut.
Dengan semua alasan ini literatur segar memberitahu kita tentang keterlibatan dua belas faktor
dalam perdagangan internasional .
Pada tahun 2005 sesuai dengan Geri Clarke yang MEMBANTU FREDICT adalah kerangka yang
lebih lengkap untuk analisis lingkungan pemasaran internasional .
H Sejarah F Keuangan
E Economic R Aturan - Perdagangan Internasional
L Bahasa E Lingkungan
P Politik D demografi
S Sosial I Infrastruktur
C Budaya
T Technology
Perubahan dan Tantangan
PEMASARAN INTERNASIONAL
THE GLOBAL MARKETING ENVIRONMENT
(Lingkungan Pemasaran Global)