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    New Doc 12-01-2023 13.07

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    ) no Poplin pa sve “Aaysnpyy we se Sy Teuoneusons BuIsHIoxpy_feuonUTOH jo os ‘ONISTDIAAG 2t__| IVNOMLWNYIINI_JO_ONIGNVISHIGNA_“TWALdIONO. ‘suope|nday Sursnzaapy jeqoqy suonetntoy tuoridaosn 9 Sunso eesa feqoID + wondonsog pue uswomysog pues [eID ‘ABojeng ssouaiemy pucsg souawwmy pucag isu cas sperywanageeny & scanned with OKEN Scanner UL. 2. 3B. 4. 5. 16 V. 18, 19, 20. Modul rod Global Joba Medial national Market International Advertising Globalization and Impact of Globalization ‘on Indian Advertising, Module =I Introduction to Globalization and International Communication Flow of Global content Popularity Of Popular Brands Due To Flow of Global Content Culture and Culture and 5 lobal Communication al Groups Module - 111 Emergence of Global Brands and Global Trends Local Brands Going Global Advantages and Disadvantages of Global Branding Brand Awareness Global Brand Positioning and Perceptions Global Advertising Regulations ‘Module -1V International Advertising as an Industry International Advertising a8 a Social Force International Advertising as a Communication Process International Advertising And Propoganda Rationale: Standardization and Localization Module-V International Marketing Review, Assessment and Recommendation Adapatation Vs Localisation International Environment ‘Steps for creating Successful International Advertising Campaigns Barriers and Challenges to International Advertising, (vii) 7-199 150~154, 155-158, 159-163 9's Module - 1: Globalization yt < “The World 38 soi know is now called a Global Village and is Wotfnout boundary, the interdependency betwee rater, ely Miomies, an its functions be it production, supply chet es ON ly coleberate and cvole weane ee a anti CONSUMER. Wher Med the term ‘global villa’ inthe 1960s, the terminology poss Oity production and consumption of media, images aed in aaa audiences and the re-trbalization of Wester sey. conten the global village outline, individuals rise above the micro-, {WAN ero-dynamics of ther life on a day-toxiay bass. Glabel sn ad to get invelvedl in multifarious communities of nebworks ise wm Eide The, ierensing deny seed and maintained human interconnections at significant chsters electronically can form new oe Globalization comprises the interaction of markets, technology and gate, which are amongst the oldest and most distinguishing human Su ations. Certain features of globalization ae interesting, A collective ite of consumption comprises of goods that are availble from the Same companies almost anywhere in the world. The technology that is teed to produce these goods is increasingly in prototyped pattems and invariant to the location of production. Above all, ideas have increasingly become the common property of the whole of humanity. However, there are areas where globalization is incomplete, even in the ‘economic sphere. In particular, migeation is very far from being free, The nigeation today is more sil based then family-based and the unskilled mrorkorce often face obstacles in migrating to higher-wage countries Despite the difficulties, considerable proportions of the labour forces of some countries are in fact working abroad: for example, 40% of labour force in UAE is from other countries including India. Moreover, globalization is much less ofa reality in oer fe than itisin the economic one. Culture still displays strong national, and even @ scanned with OKEN Scanner SN ition neti Aoting (EY BMALCD Se 222 " 2 tan toca vations While English i clearly inthe process | at" or 3 regional and Joeommon world language, at Teast a8 a second langug Information beyond the borders of the national state organize yen Muhammed Yunus, a Bangladeshi social entrepreneur, banker, momist was awarded the Nobel Peace prize for founding the emmeen Bank and pioneering the concepts of microcredit’ and Greofinance, the world got real about globalization in Bangladesh. Social Globalization: ‘sa result ofthe process of Social globalization, trains sca sinations become weak. People are no longer members of a particular i oneness a me aed a Sen miter of individuals. in the pre-modem world, the context of human identity was cow and limited. In terms of family, ethnicity, tribe, village, religion am tne identity of individual people was determined. ‘The target population is also made up of the population ofthe state. asa member of the state, the identity of the citizenship or nationality of the people prevails. ‘According to the opinion of a group of sociologists, as the fohalization process expands, the personal and collective identities of Seople become weaker Former identities of the past lose its importance. Relationships with people from distant places developed due to the development and Expansion of new technologies, the expansion of business and fommunication systems, In this case the Intemet, e-mail, website etc pens up a new world infront of people. 3. Cultural Globalization The process of cultural globalization is often referred to as ‘MeDonaldization’ Cultural globalization is the process by which a world-class of ‘goed, ideas and information is produced in one part of the world. As a result, cultural differences between different races, regions and individuals are removed. It is almost like Chinese Bhel or MTV Coke Studio ~ a fusion of sorts! ‘The emergence ard expansion of intemational or multinational companies and the occurrence of global merchandises have partly driven the process of globalization, mw ‘The revolutionary development and expansion of information technology, the expansion of satellite-based communication systems, the Internet, the telecommunication infrastructure and various global media corporations are highlighting the process of globalization, minonly jgumties. Food is localized and so is the Sport which is ket and _most of the rest of us have stil not learned d rugby. Meaning tn exence, globalization fs about the world becoming increasing, nterconnected. Countries today are more connected than ever bef due to factors such as air travel, container shipping, intemational tr Sgreements, Monetary Funds and legal treaties, and the Internet. tn ‘world of business, globalization is connected with trends such outsourcing, free trade, and international supply chains. The impacts flobalization are multidimensional. It affects worldwide societies ¢ many aspects. There are the main 5 types of globalization. These are: q 1. Economic Globalization i Globalization has materialised and developed mainly as ‘economic concept and system. Economic. globalization is the economie ‘connection of a country with the global economic system. 7 ‘Globalization in the economic field fs free economic adoption. This is tg remove the regulatory rules imposed on a country’s economic affair find to.expose te domestic economy to the world. Features of Economic Globalization: Eminent economist Peter Drucker, highlights the economic features of globalization which areas follows: 3 The main objective of the global economy is to maximize market. Investment in the globalization process has become a trade, not investment inthe trad. Due to globalization, the authority to make decisions is transfered from the national state to the regional alliances "| ‘© In the globalization economy, the management system domina a8 component of production. © Globalization is mainly driven by the transaction of money. Aj the existence of an individual response to these fina transactions is seen. Unproductive foreign capital cteates adi effets on the global market ‘© Ineconomic globalization, there isa process of almost sponta Tending finance, and investment throughout the di @ scanned with OKEN Scanner MMM ication tuvroston! However, as culture helps globalizai dhe elements oF forces of global resistance Hellywood 4 jos ae screened worldsvide, Similarly Bolly vk in Russa, Europe and USA. Adidas spo imavies have made theism ig, Coke and McDonalds has emerged reve aclu te gone da cat by Kod ano We and varied worldwide. But all Such products are many and varied wor interant feands have todo withthe dignity of les elkure and iy touch of social customs, 4. Political Globalization Political ideology is often referred to as one ofthe characteristics, gobazaton, That ithe expression of globalization also occurs political ideology. ‘The transformation of liberalism is called an example of politcy ideology in the process of globalization. Moreover, the emerge evelopment and expansion of Non- Governmental Organization {NGOs a8 an expression of political globalization; The role of ty onal states isto refer to the role of climate change and so on ‘The expression of political globalization has occurred intemational organizations. All these organizations exceed the nation ‘boundaries. ; Extending the boundaries of the single state of the intemationg| vgaisaton extends tothe international sphere of many states,” “There are many and many international organizations in th twrorld, Most of these were formed in the aftermath of World Way sof this are the United Nations Organization (| jc Community (BEC), the World Bank, the Fund (IMF), and the World Trade Organizatoy present II, Notable example: the European Economi Intemational Monetary (WTO), ete. “Theoretically, nation-states can take initiative in organizing international organizations in a coherent and organized manner withou| sacrificing their sovereignty. : “Transnational-state boundaries may force international institution toimpose thee will on states. 5, Environmental Globalization Environmental globalization refers to internationally coordinated practices and regulations in the form of international treaties regarding environmental protection. ke sal Ss ‘phe growth of globalization and its imy : savin cording, to some environmentalist, there is no doubt that the tide ve aaah natn Senet sat pact on the global goa othe environment and it allets envionment dangerous this on Globalization itthange, the essential principle on which markets are “tomate is Kwn to exist inthe most primitive human societies et not the only living centre with the ability to store surpluses and Mant complex societies controlled by chef. I is essential to consider le ustious ants and bees who lead by examples, but man is unique a ably to socially redistribute these surpluses through increasingly ia Mplex divisions of labour under the authority ofthe State. ‘Forces driving the trend of globalization can be traced back to the end of the Middle Ages in Europe. Pre-modern societies, however, were Steve all else defined by localism and regionalisation, Most people seained at their place of birth right through their lives. Migration was Ripeiated to conquest, calamity or local. demographic pressure. feligious experience was mostly limited to the local parish, with wider pilgrimages limited toa select few. ‘Some lay importance to the Age of Exploration, when Europeans in the 1400s set sail across the Atlantic, looking for shorter spice routes to China and India, Many mark the voyages of Christopher Columbus and other sea-faring captains for opening up commercial trade routes across the world as the beginning of globalization. Other scholars view globalization as a far more contempora en See beginning no earlier than World War Il. The term itself has been in ‘common use since the 1980s. Yet let us not forget that it was ancient India that coined the term, gOd ESTAR (vasudhaiva kutumbakam) in the mantra VI-72 in Maha Upanishad which belongs to the Samaveda tation and means the ‘whole world is one family’ (where the concept of Global village emanated from)! » aie ieee @ scanned with OKEN Scanner a _ | sat aberting EY DMMEH Sey eas both a description quently used in y seo wre ; During the third phase, merchandise trade resumed is triumphant 128 the engine of hyper growth in East Asia from the 1970 BHR tation to fems from Global "al ideology —" zation’ ue ihe latter is fre ti jy used as a synonym fOr the Confusion also st da pol poarch of a prt rea equenty I trade/GDP rats nove eae baz Fase en ey ance Uhrougho ational ation recovered to their late 19th century level cra Som and repeated sek oF A Mi] ime at decade ofthe th cetary. Bt wheres the globalisation The work. ever, were above all else defined py | gras i the second phase in the nineteenth century involved, in the Tremere omer er veces th pce | nthe Po aso luced merchandise tothe colonies this mean et pple semen 36 NY Dl tap th export dynamin came om te erste cole. This ce and re Maton 20ne y STS ane| Hn ton ht as by tanta eprations NGS) at once to conquest ieee wan most ited to asl tructual constraint on demang hor aing pls wi onan ta er righ efor the smal pver elite, Nev i oa ie! 1 A Bead slowly since teaspoon information an re based on animal traction. Four distinct phases oj Myoured to disseminate international trade and modern technolo entry lag on earth " obalization arguably entered a frenzied fourth phase from the Gf the twentieth century. This phase witnessed developed and ong countries Becoming more equal partners nthe flo ross w trade and investment, as per capita income between the stoped world and the developing world rapidly converged. territory i Religious & ited to the local parish, eer pilgrimages Wir fear universal povery a 8 markets were et dev ‘communication W cone ‘This opening up of the global economy has led to an overall sleatsation can be cre fa seer ae vith the passing gf incense international fesnarieleat iy (and, consequently, the premodem jor rime exploration, discovery and mercantilism, ty | ite™™6°2) set rienal the great age tae tendencies assoited with absclug In addition to mote market-riendly policies and an acceleration of Soa a se ov y mona estpaliaof 1688, and the spread of the deals ofthe Ametcn economic growth, a second major evolution in the forces of globalization Sfured as a result of a tange of countries—primarily Asian SSpomies—becoming more significant economic forces in the {nternational economy. ‘advantages and Disadvantages of Globalization Globalization gives us many advantages and disadvantages. As a result of globalization, we enjoy the following advantages: 4, Transfer of Technology ‘Transfer of technology throughout the globe is beneficial for us. ‘Any country can borrow the technology done by agreement and can implement it in their country for their overall expansion. We can communicate with each other effortlessly from any part of the globe by ‘sing advanced technology at minimal cost, time and efforts. 2. Improved Services Globalization always provides us better services. Through the technological advancement our services like water supply, mobile networking, internet, electricity supply and any other services have been easier and better than before. By the way, easy access to the internet throughout the globe is also the result of the globalization, et pench Revolutions from the eighteenth century. “The second phas me fe sof etal Revlon de ne human technol ed 19 mass Forder integration through bulk long-distance trade Peep oo investment flows and empire during a phase of European erat expansion which sw the flag fellow trade across the plobe The imal Revolution opened up a swiftly widening income. gap saat urope and America on the one hand, and the rest of the ool ‘world on the other. aren ‘World War Il, many nations looked to break down barriers of trade between nations, promote free trade, and set up global izations. eee trend toward globalization essentially reversed by the mid-20 7 asa result of the collapse of the international economy during, ‘the Great Depression (and the disjointed state of the economy that continued through World War I) we from the late eighteenth century was marked J Revolution and vast improvements ig @ scanned with OKEN Scanner eE— wting TY BBCI S| RR civ! cation Ad “ notion ro9 . standaeization TUNE ag he hey process of glbalzag Mounting Ineauatiy Fete andor am nrg Gln, eee egal sh te wr by oe eae evant omoeopg einen rn nathan d of wee eseanchers Have 2 ie ‘growth is faster and lyn For example, all reigning MNCs in the world fe ited Man re, tc tate of eee *T pited Stats. All these companies are buying charger at trade t0 th Eo Took to nts ing oF underdeveloped count er labour from aa re caeveloPiNS tries for their product aernufacturing OF assembling, China, India and. Attica ard amples ofthis. It increases the employment of such eountrice Fotogical advancement and it. trans technologi s prime Doe to the technolo. improve country’s .inrasiny tthe behind relatively developed counts ee hroughout the globe ‘deliver their services to the pe are lagging beh tries. ber i Oe eet tie Sane ee Development of infrasine cary to say that economic growth Globalization can increase unemployment rate, Globalization en Here i neces) compatible with eachother." gemands for highersklled work with cheaper price. Bat constrnn serpent of in oe mre ato sete weak Ae ot capable of prod Foreign Exchange 5 fee pee uy sled workers. As a esl the unemployment rae a menacing ation counties can ign ex s oh li sod) or eserves ing te When many foreign companies invest greatly in developing counties, they hire employee from that county. In some coves thee Cairies are lower than the other developed countries, Moreover, the Grim for these employees in developed countries is very low. fuanhermore, with the emergence of Global Economic Crisis, Uy ate at isk of losing their jobs , 4. Trade Imbalance The balance of trade refers to the balance of values between a country’s export and import’s goods and services. As the result of ‘globalization, any country can trade to any part ofthe globe. ‘That is why, in some cases developing countries are so much dependent on the developed countries in terms of import goods but their export capabilities are lower than import. The trade imbalance has been ‘occurring, Fer gam nan oft whe ciao eat nus pe rein irene ene get me eee product poe penetration pricing stategy- Sonn pono evay coun oe l domestically, companies can witness saturation in the demand for the products or services but through globalization the domestic companis| TE ee ee naar Disadvantages of Globalization: ‘The globalization impacts us in multidimensional way. So it ha} oe tnee o caee be. So, trade imbalance refers to the imbalance of values between a country’s import and export’s goocls and services, Its also called trade deficits. Trade imbalance may be increase in developed countries by their competitors. 4. Environmental plunder ‘The pace of industralization is increasing as the result of slobalization, Industrialization boosts the economic growth but it harms, environment as well. Globalization loots from the nature andl it harm us very badly, @ scanned with OKEN Scanner _.. sig TYBMNC Sey se" sation & iterations Ace ry apetin i we nen Unc sete at forthe personal BH gues incense carton footprints ad ae vey Various ce oY juting the soil, water, alr. sen ely ean ats aed of ha Tay weg pe wings century 96 uc cng, s secretaries to Ame a Sang os transcribing ee ailabity, of veep, rapid ont nates iy Sonena, st 2 this is the corporations, sine ficiently in a variety of locations without los meee a el mun ty facie oeet is available that comes from travel an fro adverts ow uraged by the communications revolution and its products li gonthintde abl; ful world to eas But the technological basis for the 5 et fobalzation implies that, barring, an end to the "Pay Saad in brief the concept of Globalization w 999 ut ant teria Market Global and International Market sief study of global and international market vetemational market enry allows. com customer base and grow their profitability Stondard products. ‘Tere are afew basic ways a firm can enter afoeign market th seletion of which depends largely on how much controls firm wishes to maintain over its marketing. When a firm chooses te neokee interatonally, it must decide whether to adjust ts domestic marketing program: Some firms customize thei market program, adjusting thet marketing mix for each target market. Others use a standard ‘marketing, mmiveverywhere Panies to expand their with either custom or The various methods of entering the global market are through exporting, licensing, joint ventures, direct investment, US, Commercal Centers, trade intermediaries and alliances, Overview of Global and International mark Key Terms that makes Global Marke! Marketing Mix ‘The marketing mix is often crucial when determi brand's unique selling. point (the ing ing go round a product or unique quality that differentiates a product from its competitors), and is often synonymous with the four Pa Frice, product, promotion, and place, US. firms choose to engage in international mark reasons, the most attract profit opportunities marketing In ger the hak echoed exsioento) eltual envtonmen pall (©) technological environment, ia sal environment and (f) ethical environment in fore @ scanned with OKEN Scanner _ i# sertsng (TYBMMCI Sem. ol i PRR iattion strain a environment ‘FaeGtobal Compsiive ENON spay wil a Sa might ve SUPE marke forex, awe a sh myness schemes: JAPAncge signing products that, Tapanese companies typical Aesvexteavogant than AMEE? TT hat a market wl be Wing ta pocigmes Arti agree sme ee prt and then a hand, A ; Pon hs trae cot Or fore determining whether @ mati really upgrade 3 Prod andi st Decision Sequence i The challenge semational stateey esate 0 Ein sty sage of s domestic Hfe-cycle might fing Produets in the maar) es Fem ind it Hess hazardous ang new soth OPPO ent products, instad of evolving ney toe Turi 10 oP esses tat face Seasonal domestic manda products. Additional road in relation to these demands. Final, righ na oor bene eis es competion overex, on Liceasing/ranchising agreement, a firm (licensor) provides a product iy nite renee) ‘by conceding that firm the right £0 use the « fowign facturing practise, brand name, patents, or sale censors eturn for payment. The licensee acquires a competitive set fy te met ig anew market. Scarce capital, import restrictions, o ‘Phere eto ofen make thi dhe only way am can ma Bone onaly. This method does contain some risks. It is typically 1a Renmitment. Furthermore, ifa licensee firm fails to successfully reproduce» patel produc, t could tanish that product's origin brand image, ‘ Joint Ventures " ‘Ajoint venture is a partnership between a domestic and forcign firm. Both partners invest money, share ownership, and share contra of the venture. Joint ventures require a greater commitment from firms than other methods, because they are riskier and less flexible, US. companies | onal Marketing in International Marketing i international marketing is f0 ensure that any 1 ieough research and an Accurate evalatig tuhieve a competitive advantage. ade Intermediaries " lea smal Company Tacks the means or know-how to entra ei oe nme ae ne 1 mame na ere ced gn SNE stakeholders in such a case think a ee Multinational organizations may choose to engage in full-scale acon and marketing trond by diel ivesing ahaha Subsidiaries. As opposed tothe previously mentioned methods of entry, ssively abroad, because they are literally “in” the marketplace. However, because the subsidiary is responsible for all the marketing activities in a foreign country, this method requires a much larger {At the international level, the World Trade Organization (WTO) deals ‘he Doha Development Rondo he Wa tad Orin ‘The term is mostly used in the context of economics, where it refers which contributes to the country’s gain from trade. First, countries trade s jointly promote and sella beneficial to all stakeholders combined marketing approach @ scanned with OKEN Scanner ssn XBMC Sy " BRR chavs hatin A el fr, because they are lft fom one another, NICE ty conrbuty their differences by reaching agreements in WE i patly. Secon i. strongths and focuses on producing B90" guetion. I eagh a ave tale to achieve economies of 8 FY cauee each country produces only a limited range of 300 ently than if i ried fy these goods at a larger scale and hence more proce everything Intemational Trade aghout much While international trade has been ee eave nerds + history canonk tins set recent centuries; Ti inational ions, ay we an a in, sourcing, In fa rosea bythe tem “glbalizatn, gutsouring eer uualy mew te contas Miscan : eidonce for the success of 4° SF" aopted a. policy of expor. Seah Roe yeh oly a 3 mo onomy since 2 ca cc Se cise country are sometimes imposed jy cfec yspse ee memetig ti "1 yuntry for some act 7 eines 2 Sshnnpen nen ‘rade Barer, 5 ere aro usually few trade restrictions within count ‘ts el ae and often taxed by tariff. Tas are usually on imports, but re guns may impose export tarts of subsidies. Al ofthese sored trade barriers, which are established by a government wha fanens a protectionist policy. If» government removes all trade barriers a condition offre trade exists. ; Fair Tade i ‘The fair trade movement promotes the use of labour, environmental, and socal standards for the production of commodities, particularly those exported from the Third. and Second Worlds to the First World. Importing firms voluntarily adhere to fair trade standards for governments may enforce them through a combination of ‘employment and commercial law. Proposed and practiced fair trade policies vary widely, ranging from the common prohibition of goods ‘made using slave labor, © minimum price support schemes stich a NS od Item Maret ose for MB 198. Nong oe . fhe Bly Fle in promoting far nage a tn rapendent MONiLOrS Of eompfgg At sandard, ym (NGO) in rements with Fir age i seine different global marketing meth me Despite the gee ppartntn mene aes “ge significant challenges MNCs face in pore att provides, the ienges can loosely be defined through ag fahics, and Organizational Structure & Leadensyse Public Relations, oducts, Services, technologies, medicines, and rnc idee ateey of Pregl and that these devdopments wy ome wil come icantly larger customer bases, the potential to reach ‘Opponents argue that the expansion Seveloped economies capture significantly woos, SeBuing. that eo enge ignificantly more value because of A global company is generally refe corporation (NC). An MNC ia company totus tational countries, leveraging the global environmen wo aerate hls ang even gneztn These prs fare pursued as a result of the strategic potential vce ee technological developments, making new cankee oe ees ey teen develope els 8 more convenient foth | in sourcing Freefties production and pursuing tohmeal banega, growth, ‘A ease to this point is MeDonald’s, one of the world’s leading lobal foodservice retailers with around 34,00 restaurants in 118. | counties and territories across the world, serving more than 69" million people every day worldwide MeDonale’s has alivays prioritized product innovation as its best marketing strategy. Thefat-fod chain dd not confine itself to ofering vurgers and fries but has introduced a variety of options that the tasomers ean choose from. signi @ scanned with OKEN Scanner _ | (eV AMALCI Sen, ional At P'S2°SP™ location & Intermatic donated ts, Zomato, Swiggy CC rly, in Inia, to cater to vepel fem, Me Aloo ance range oe, BREE rk bunched oe ocular versity ass the tan aantage anna riety for thebrand nthe time MeDonalet's was fi the brand aware in operat of food that i offers However always cashed in the supe te of numerous channels vt Toves, MeDonald’s has always Deer the leader of marketing, Germain yc [A global brand like Taian 18 wil ort shbal FREE Sey apts fo the Thank You Meal da nee teoive for Educators eosin ls Seca Sent thes goa eompany Senta woxk wih 8 protesionl Fonaion services proves tenure the Pore ation of documents, including advertising and ma =e Public Relations TDiblc image aid branding are cical components of businesses. Building this public relations potential in a new geoge region is an enormous challenge, both in effectively localizing message and inthe capital expenditures necessary to create momer NeDovaits. has fom. many. years malained an ext acvertiement in addition by using Television, Radio and Magazi Nowpepay iene very apps like omers, MeDonal avian custo ikki being the allt je has always b st launched, the brand | | | | | ] a Ina atempt 1 4h Ute edargg ee? Figo brighter for educators and showy THM shoot ga ths oe ixfast Thank You Meal.* pe wa McDonald's has a long pig gignbourhoods Our restaurants call beg °, S™Pportin need finan nt Al he emTBAE theo vata offering free $e who make our communities» bene bse, tore a tpewswsee.com) en iol erin ne better p ac ec every day, vo “uty Bots he dy By working with various charities, cuir re toe nce for them to appear ethical and socially active, "Mites, in order ‘The Guardian published an article titled po wags an pated esas Orn ss you TG SMe ng hr ee i food workers belonging to the McDonalds industry, wore on demand hourly wages of 15 dollars and the right o oem eames © In yet another example, Sution. Maintaining the highest ethical standard Another significant hurdle isthe ability to efficiently ‘orprte ne regio within the alte ain sl oo Inrationalexpnsion requis enamnous apa nero to as exes along with the development of a spetic strategie busines ant (SBU) inorder to manage these accounts and operations. Fning» way {o capture value despite this fixed organizational investment is an important initiative for global orporations Leadership appre final factor worth noting is attaining effective leaders withthe propriate knowledge base to approach a given geographic market 'mselves with communities and He had its brand image hugely damaged workers in developing @ scanned with OKEN Scanner — CT.Y.BMMC (Sey, rational crt 7 cain nterinl Mrk PRR cols via appronces in every BeOgraph, | cl ional Markt Pen ties catented managers. With hig] joys, ame, product fetutes, advertising the 5 1 ang step n develping am efi Cree and promotion MES, Meda, exestion, Global marketing doesn’t have to be ei spat control Rather i can fall anywhere tovridwide coordination on programming de product ideas. The strategic advantage one business entity has entities within its competitive industry. Achieving fal ona a sey A sr challenges fr global corporations with portunities Pres etunities while carefully controling ee opin Of value. Through effect setapture the optimal amount ough sss 1 Peis an a strong publi image, compan Sovld traintaining ethics 3 as with strong international leadership in org inherent 0 sat ema const exaring global mai eines environment. Oe ati According to Theodore Levitt, a Globalization an ew economic reality—the eee, emergence of global consumer markets for single sandaad era nar suport of globalization theorize that a wider assorima| has beet activated by. technological developments baad technologies, medicines, and knowledge 1 Bresacceasble and that these developments will have the potential deca peiderablylargr customer bases. Ths means greater Volumes ere Sd exchange, larger growth rates in GDP, and SMpowerment of individuals and politcal systems through acq Troma resources and capital. These benefits of globalization ) aaa utilitarian, providing the best possible bene for the larga of products, services, fave the way for a mass transfer of goods and services. Adoryiny ih EHectiveness. In contrast to multinational companies, sanderdona {global corporations view the world and its major regions ne scat marketers compete on a basis of appropriate value, ie. an optinal Combination of price, quality, reliability, and delivery of products thet are identical in design and function. Ultimately, consumers tend. to prefer a good price/quality ratio to a highly customized but less cost. ective item. Levitt distinguished between products and brands, Whit itl product ise Is standard or Sid wih on minor modifications, the branding, positioning, and promotion : reflect local conditions. p rt in ee Although; global marketing has its pital ing has its pitfalls, it also has some great importantly, effective coordination can exploit a company’s best product and marketing ideas. Too often, executives view global marketing as the «ither/or proposition - ether full standardization or local contol In applying the global marketi il . marketing concept and making it work secesfll Hebi is inisprsable The ig sue tly nt ‘ether to go global, but how to tailor the global marketing concept to ‘meet the specific needs ofeach business. The expansion of ansion of global markets has not only affected the ovenent of consumer goods bu how businesses fncon reach ot Pielaboatrs and employees. Global marketing it eset for modem ‘numberof people. Challenges "Along with arguments supporting the benefits of a more global connected economy, there are criticisms that question the profits that {aptured. Opponents argue that the extension of global trade « carat exchanges between larger and smaller economies, arguing {eveloped economies seize significantly more value because of leverage, Other commonly raised worries include environmen degradation, food safety concerns, unethical labour practices, incr consumerism, and the divindling of traditional cultural values, bal Marketing Standardization Businesses subscribing fo the Global Standardization theory ‘as one entity, not a collection of national markets. contest on a basis of appropriate value - an optimum bl “price, quality, reliability, and delivery of products that are ide design and function. CCritcs of global standardization say each country should hart custom marketing strategies sine the average product requires about§- 5 adaptations of the 11 markéting elements: label, package, mater Seg @ scanned with OKEN Scanner Ge 8 cit ” pore business naa Adotsing .X-BMICI Soy a“ can sell and os (both Targe ancl small) n eal se sumers 2085 the globe wh a cy ny markets functioned bof air prscts and Sey to forget how markets functioned be ma ape ions in transportation. the dis :ATIONAL MARKETING GLOBAL Whatis Global Global marketing i8 INTERN. acketing? ; Marketi ically the beginning, middle, and eng na aens, creates, postions, and advertises its prodyg usiness OT ecale. Giant corporations have always had q and serbal marketing trough having eperations, represen Bi employees in other counties. sah “teough social media platforms, websites, and other online sonal rsiesss ean also prlcipatein the process of global marketing {s Global Marketing Important? DOLE ies businesses new opportan income fe Raises brand familiarity and reputation is gives busineses the opportunity to gain new knowledge aby ther products in order to adjust for better quality service ‘What is Global Marketing Strategy? ‘the planning part of a business trying to grow into new mark around the world isa global marketing strategy. When entering vatig itenational markets, a business must be mindful of how they Eppreach marketing (public relations, promotion, channels, centres with different values, culture, and even languages. ‘Strategies for a Successful Global Marketing Totablish a popular and well-recognized brand and image. business must ensure that anything from the company name to {ogo that they use isnot akin to local business in the are, that branding is easily translatable in a different language, and familiar When a business is successful and popular in their native co curiosity arises in other countries from foreigners willing to t their products = Usea unified approach to marketing across borders = Uiilze a marketing strategy for your business as if there slobal boundaries to better analyse engagement with content country to country = Regulate your approach: Just because a marketing strategy success in the native country does not mean that it will render inanother country with different values, culture, and language how abt and services 0” 28 ities to create new st pi nero Mare companies like Coca Cola, Toyota, Nike and Starbucks are known all around the world. ‘The visual identity, vision and values make a brand, a 2's a differences, cultural practices, and cm te, olla eet events) cies advertising a product or service to a pa nado that reach their target audiences Jad trying to reach. Peopl it a business is imperative for a business to structure its global marketing strategy anvn the se ofthat plo onc ieee Persor Promotions: ‘What kinds of Customers does Global Marketing Reach? Targeting and reaching out to customers on a global sale requires a business to have various profiles instead of just one distinct Pi ‘one distinct profile Every country analyzed will have different types of consumers different ty Ei id te flexible and adjustable across all borders. BENEFITS OF GLOBAL MARKETING s of needs. That is why global marketing campaigns must Increase the quality of a product or service When a business expands into a new market, they gain more knowledge. With analytical tools, they a iy acquire knowledge at a faster pce, which leads to a higher quality of seve or available for customers. nae “ ee The familiarity of brand image Think about — why Raised knoxwledge about your brand If your business not only has ads on social media platforms but also ‘commercials that air all around the world (tailored = around the world (tailored from country to country) there isan increased chance of gaining a global customer be ‘Helps to manifest good strategies faster ina more efficent oy @ scanned with OKEN Scanner erro doting EY BMC Se se can implement tons, business ia en eas oe PI _ Ete ethat a company as the MOre culty} ves ea + company Ue a iy have, which also ct pte Inertial Mart as to i hata st ee more Bh intaence aed POW sega Narn isbn eps online company revolutionized the Fepitay industry | bY ing to connect people pains rund the globe looking for and offering ening and board Annually, H&M has expanded by 10%-15% instore grand ice te a openings. H&M indulges in sustainable fashion i. commitment of to social media ie doing, Busines tht generates "nu ie Saas tin saat Bove in sol and ev sustainability program can be is On jon people fom all around the world posted cong PPM nfo sata and envieonmentalarces Campaign 3 mil he platform and campaign camp interacted wth the platform and campaign. Tanovations in transportation also allow companies to distribute sansform the way people travel, enabling the world effortlessly. Gl ‘Arion promise 0 a ther} goods across the world effortlessly. Global marketing isthe move ofthe rmexpore the work not asa tourist, but to truly "Belong Anywhere | tue for businesses looking to grow and increase in value Coca-Cola rand put 650 clean water device in gf? ots! Competitive Eavimement “The iconic American brand put 650 clean water devices in US. companies must compete internationally with foreign country of Egypt and gave food to children during Ramadan in th) marketers, who might have superior business strategies. Japanese Middle East. This helped to establish its brand message of “Happiness companies, for example, have a method for designing products that s to fooeign regions. less wasteful than American strategies. Japanese companies typically Theross many decades the marketing strategy communicates yf begin a design process by determining what a market will be willing, to came strong message of happiness, enjoyment, and pleasure p2y for a product, and then advise their design teams to make a product oe based on this target cost. American companies, on the other hand, Notoriously online savvy, H&M uses social inedia canpaighy SPY develop a product fis, before determining whether a market steps to reach auliences on a global scale. a A. Define the following key tems in global marketing: a) Marketing mix © . ) Decision Sequence in Intemational Markel ©) Lieensing/ Franchi 4) Jon Ventures Examine different global marketing methods and entities Whatare the opportunities and challenges of globalization? Wiritea brief note cn: Global Marketing Standardization Examples Brite a note on: Strategies for a Successful Global Marketing, sive some examples of successful global marketing we @ scanned with OKEN Scanner from only 12 perere of om Perce of Sogo and Opened the fo cf Eisen take their reeds prod Globally minded, f: ext satelite technology ‘pation into “Supersation” WTES, This Sows Network (CNN) in 1960, CN Media a § Gal media pas sam assimilates a wide spectrum of j end vanging fom media and communi isciplines, “it viewers around the glob ttn ee ntl ea enna interpnleme , loe l erelpwa e covering the ‘and news agencies as well 25 on bry jgbalization. Tumer trerstormed his ‘works on global telegraphy wo Cb diab 1 The hi tl Petites informal thet stony of mass media in regions across the globe; 3 story of the ways in which governments and other ) Ti i prmote osnatonl and ira edible international news service. The ex Gf eovering nes wherever and heres ews firs and of going live fr tory means three things Bush once even quipped, “learn more fromm re Globalization and Media By the mid-1960s, various countries bege 2 satellite feeds. In less than twenty years from is creation, CNN (or CNN International) had viewers in more than. 150 nations around the wo One of CNN's most intriguing concepts is “CNN World Repors” » sr international newscast that presents stories from almost every point o the globe. The advent of CNN also ignited the development or expansion other international news services, including BBC World, » telev service started in 1995 that has grown to reach some 167 million weekly viewers in nearly 200 countries A second significant satelite channel began within a year of CNN's debut. On August 1, 1961, Wamer Amex Satellite Entertainment Company launched Music Television (MTV), the frst full-time music video channel. Rock-n“-roll, radio, television, and youth culture around the globe would never be the same. : MTV asked viewers to “think globally, act locally” The music and entertainment channel affected nearly every aspect of world popular ulture—musig, fashion, art, advertising, and movies. MTV has grown to the point where it is delivered to nearly 70 milion households in the United States and to more than 100 million houscholds in Europe, Asia, networks, messages, and interactions. : “ge 2 cultural product, and the transfer of rodwet i likely, to have an effect on the recipient’ Progresively, tethnology has also. been propelling global ‘Technology allows for quick communication, fast and transport and efficient mass marketing, all of which have lobalzation-especialy globalized media—to take hold. When hfs communion satelite, Telstar was lunch Je prophesied the major effect that satelite te eet dal media, Atugh stele helped to dele Jorming events as the first moon walk and coverage 0 cs inthe 19603, modern global media industries can be trac ie year when Home Box Office (HBO), a service decided satellite technology to show a championship boxing match to subset in two US. cable television systems. This trial telecast succesful—even enlightening—that HBO soon began to use sate distribute more programming, not only to its own systems but t system operations throughout the United States. HBO's entry the beginning ofthe explosive growth of cable television in the Media @ scanned with OKEN Scanner ‘9 ura Aderting TY EMIC) gs | g FR coc gti CNN ae MTV itt emer ey bo vi entertainment values to 9 2M] creat to convey both mews iment as oa al sree arememncotaen, inne re et a stopping, ant Pewvorid. Through these attempts to have its with the Internet, AOL secured co iecribers in fourteen countries—including Aug inverconnesy France, Germany Hong Kong, Japan, Latin Ameri ara cd Kingdom—and seven languages: By 2000, AOL, jy the Dolisctomers in the world—32 milion of which live outs nt Gites, AOL-ovned CompuServe hes25 milion subscriber, “NOL is the largest of thousands of companies that use sinforstion superhighway” to transmit media content, sel ora rr or sera information, ‘The Intemet carries enormous amoy Peetjom combining, voice, video, graphics, data, and ony services—around te globe. ‘The Internet and other media technologies are empo sibors of virtual communities throughout the world. New digi ite to operate and reaches auidiences of millio iting ct efaon In su the Intent speeds the diy ‘Moemation and communication throughout the world, but enigvidual user's acess to that information and communication, Evolution of Free trades across continents Globatized Culture, Globalized Markets Much globalized media content comes from the West, pani from the United States. Driven by advertising, US. culture and m have a strong consumerist bent (meaning that the ever-iner consumption of goods is encouraged as an economic virtue), sibly causing foreign cultures to increasingly develop consumes Heals, "Therefore, the globalization of media could not only prov content to a foreign country, but may also create demand for products. Some believe that this will “contribute to a onewy transmission of ideas and values that result in the displac indigenous cultures (Santos, 2001).” lowering of economic trade borders, but it has much to do with cil as well. Just as transfer of industry andl technology often ‘outside influence through the influx of foreign money into the econo the transfer of culture opens up these same markets. As gl CO cone «hold and a particular comms its economically ths commun Szronalze US. ctrl values. The gueome of this spcad ea te (ertan Get cee eeme sad e ted States) oF heterogenizaton (aspects of US. culture cone to exe Causing the cltre to become more dive) ot w99 inity becomes more like the United ity’ may also come to adopt and cl ate sree depending the spoestoaton Gane sy Maling ese of his rng of poss soe death isto rl that mis of many diferent coe ache Seca teu diferencs,gbslzaton of made oleae nia oft gablzation oer pvc One nee eat ok etd language md care hase eae nk omer ate wel fry comin Tee media bara on she svete ior ae ea ote ing ad ceting mein (en SOB) ine eae a apo hive many diferent cakunty ope a rarer ancconomical gldbland cron ee Peat ineration and Clbatisain Because globalization has as much to do with the corporate erature of media company as with the products tat eee Conan peer ington in” mutn Kempancs Domes pce net af yin ey Many large media companies practice verte megrtion, Newspan pais take cae of the ow eporing, pet et aa seven companies control their own production and broadcasting: je sven sal fy sie often have bare cone a international distribution, an that hana “ways of| ‘A meat company often benefits greatly fom veri iteration ani globalization. Because ofthe proliferation of US. cate abroad re able to use many of the same distribution structures wth few changes. Because media rely on the speedy ability to react to rent events and trends, a vertically integrated company can do al of his ina globalized rather than a localized. marketplace; different Doranches of the company are readily able to handle different markets. Farther, production values for single-country distribution are basically Xe same as those for multiple countries, so vertical integration allows, or example, a single film sludio to make higher-budget movies than it uy otherwise be able to produce without a distribution company that sas global reach There is evidence of reciprocal influence of foreige culture on imerican culture. Certainly, American culture is progressively exported @ scanned with OKEN Scanner OO SPR” cocina Aer manag F ' ny US: media oy und the world thanks to globalization, and MANY ey heir produc Count tol on thei abit © sel hee Phe media prog cul Matt {TV industry with 1; inl OTT and short form ann tdoor form i TIMES OOH . eriea being a melting pot of cultures iets etfs O77 ee hoe frm video sagen ere Reston fore ote ates na onl of US. arent oe ee ogeat see aae town as chan eine MX Takata ff worldwide audiences. The profit potent pe iP to the medi ip pattern, whe ier. The vertical overs ashi ty have the cont P pattern neo ust, some way or the rl of many me: ‘many positives a5 under one a platforms, are able to reach a eneship pattem since eal th ht aene 2087 In enormous. vf global culture enomeno cle ay ‘One prime example ofthis pHEMOATEN SO of the marketing is James Cameron’ 1987 filth TO an oficial bu vot anticipated (0 perf, edicions of foreign ater P orien Piice receipts allowed the movi 10 BS ade ON ete ot receipts of Titanic, only about Sguargosis film up to that py thug Tans eae Be sy tn arid 3 | SSRN Gir oe silemns —0 mllon—in Wile Star War rae ty Time gost $1.2 bili inf the donstic and ee movie came os ohn the $2 orotic et No.2 poston band Cameos wand now isi Be a ‘One eso tl te here welevloped tes particularly wel a daly newspaper too where there is no zelationship between the two industries, such type of ownership patter Je called horizontal ovnership, Here there is lack of logical relation jvith the media industry. For instance, Aditya Birla Group is into many posinesses as retail, telecommunication etc. also owns Hindustan Times, ‘The same is the case with Reliance which apart from businesses Tike petroleum, retail, telecommunication ec. also owns Reliance Adlabs and ENN-IBN. Such type of ownership has given boost to” the ‘ommercialisation of the media industry too; these corporate govern the snedia houses as they govern their other business. However, media ‘annot be sold as other products and it has certain social responsiiities sp well The same business model for media will surely generate profit ‘put may not be good for media and ruin i in the long run. Today, there is hardly any big Indian company that does not own a media outlet. On ther hand, such ownership pattem has increased the competition among the media houses tremendously but the stiff competition has failed to improve the quality of content, Both the types of media structures export andl import content. In global media structure a center- peripheral pattern exists (Mowlana, 1985; McQuail, 2010). The core position is occupied by those countries which are rich, self-reliant, large in population and have most developed media, The peripheral positions are occupied by those countries that are not rich, have not so much developed media and are less in population. There are intermediaries positions too in between, Core countries export great media content ‘whereas peripheral countries do not export but their capacity to import is also limited since they have limited resources. According to McQuail, luring cold war, from 1960's the global media structure was dominated by USA (mainly Hollywood and news agencies) and was counter balanced by core country - Soviet Union along with China and other joan ake these Kind of aangn Us. studios he worldwide movie in ee agreements with theaters all over the wo Haro sti ve cn art for ech li Show ty ee indy tends be partly subs pereeentnicl the French government. Trmany way, lobaiation presets legate concerns about many ways Srigenous culture. Yet simple concerns over the spread of American culture and values. Globalisation led to the emergence of new media structu ownership and control, According to Bagdikian (2004) and Curran Qty the key trends were emergence of global conglomerations; Horizon and Vertical integration and diversification, synergy and technologil convergence. Tito types of media ownership patterns became mor] ‘visible a the global level~ vertical and horizontal, In Vertical o 1 media house whichis already in the business in any media ventures into ther media verticals. For instance, we can say that Goleman, which own Times of India, ventured into every pl which can acces consumers, be it radio industry with Radio Mirchi @ scanned with OKEN Scanner | 9° ot fe 4 world provi ol ot ering EX AMMCA ded a large Set of perp ear with the demise of Sg 1, global y super pow, Blobal my thee i omits the - Atjes where majority of Pop asian cous like Mexico, Brazil Indo jst countries. Thitd Msi ch a Sc man tee Sa (not home produces) ed by the home media only some of g ent is a shows) will be of foreign origin. b) Bilate, ‘i of See ‘ror instance USA and Canada, seyret cals ea Neth dein common) disseminated MV and CNN" be Indian me Bangladesh, Nepal Sel a weak viable wherein a small county and TY saps (ln 2014 THe ever itera, the media co channel of Ze¢ Bro" eighbor should be exemplary only then itg fulilateral "where content is produc Shout a spate national adience im mind, For SIEIA. GLODALATION Lyons 205) surges seit Sts ee avons The process of media consolidation has led ot distrib media oligopoly’ or the control ofthe marketplace fms who eliminate their competitors through various pr ‘ain their monopoly o dominate the media industry vin of Media Globalization According to Dennis McQuail 20 Sod eatnl ace 5 longed 0 lates didnot exist A its foremost stage every eed and consumed. When films came et frontiers. However, lat | Hollywood became first ever “transnational mass media” | radio had outgrown its national identity and was meticulously terational information medium since Second World War. tedium which got global acceptance was popular music (al Hollywood film), especially Americanized. music, USA. was ps were telecast in India by Zing sy ans pO! tl Sd Wag wee , itera er the Send Won Wa esti umed it into a ma a zed as the . ajor producer of slobal : sore ith the advent of Cable and’ Sactine soe mss medi Eevision started exporting high television, American sheet TY shows cred oa hb ai a ge rough allywecd tind ee shay shows, and TV shown eae ee ee snd fies were Popular amongst @ niche segment. In India, during this ae BBC ms ae Present and was regarded as the most credible sega ination 1652 Send pao ca Caen {Globalisation reached its peak in 1990's. One of the reasons cited for the fisintegration of Soviet Union isthe soft power hegemony used by USA. tried to influence the communist nation’s culture by introducing them to their inspirational culture of denim jeans and Michael Jackson rusic that created discontent among the communist followers and sus hem bap for capa rfine The treptatee roe tore Metal commodity Meee ae te Contemporary Issues-Il popular consciousness; US established its soft ‘scenario changed completely as it was not only the foreign media which centered Indian territory but Indian private media also emerged as one of CNN brought Gulf War Live to every C&S household; Rupert Murdoch television media and a generation of Indians grew up watching which was the first Indian cable and satellite channel gave a tough fight @ scanned with OKEN Scanner fe broadcast a8 a Bl b tries Hs annels. “tndia and Korea p 7 ‘99% of Indian, st uty ee ari on onthe Ground” rites that “nile his book “Glory I had interviewed had seen 1278. Netevsi Smo at st eo Fi facors however, later understood tha gta me v ea romote distant cultures Which People {revision program: feet a co 4 SSS de se from nes Ss te ore re rgbat audience, For example, The Simpsons appreciated by the Brzom and International studios in South they do ot nders the jokes. tan ms tos natn lene Meveloped sat olss Globalisation and Media developed grant groups had also carried their culture wh i em ae cio rtworks 4 er count ed com romerpruced conten” re mow being eased sr wore released il ‘o's focused on charac apically closer to them, focal slangs specific pol ies among the global Masses. Audi AvAMAC Igy | ; avant 1100 countries eile Indian fi ete allywood drama even ae ba itr ort ore points 01 “ south Asians living across the cer etry ptm te a sgniicant exporter to UK by teense Bem pore Pe nd Home a ee Be SUCES FTV programmes ms ‘Giddens (1999) terms this phenomenon as “rr iad os oot the poplaly of South meses ene am” an Everall ae Media Revolution In 2016, Global Citizen wants Petey ‘world’s biggest challenges”. It aims to eradicate

    | so rie MOLE chain is roadast asa gtobal channel in and is bron Mexico Hong Kong et nis nels. “India and Korea prog, al chanel nn local see and 99% of Indian, a of homer produ released in India easily even soy sa or we rd with subtitles. In addition, 0's focused on the NRIs and the we were Tease come movies deliberately used g,

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