Marketing Expands Firms’ Global Presence

A generation ago, Coca-cola was available in many nations, but Levi’s and most other U.S brands weren’t . Blue jeans were primarily an American product – made in the United States for the U.S. market. But today most jeans, including Levi Strauss & Co., are made in places other than the United States and available nearly everywhere. Thanks to MTV and other global entertaintment venues, cheap for eign travel, and the Internet, you share many of your consumtion behaviors with college students in countries all over the globe. The best fashions, music, and even food trends disseminate rapidly around the world.



Take a look at your next shopping bag. Whether it contains groceries, apparel, or furniture, you will find goods from many countries – produce from Mexico, jeans from Italy, chairs from Vietnam. Global manufacturers and retailers continue to make inroads into the U.S. market as well. Companies such as Honda, Swatch, Sony, Heineken, and Nestle sell as  well in United States as they do in their home countries. Sweden’s fashion retailer H&M operates in 62. The Dutch grocery store giant Ahold is among the top five grocery store chains in the United States, though you may never have heard of it because it operates under names such as Stop & Shop, Giant Landover, and Bruno’s in the United States.

How does marketing contribute to a company’s – jual baju korea ready stock successful global expansion ? Understanding customers is critical. Without the knowledge that can be gained by analyzing new customers’ needs and wants on a segment by segment, regiaon to expand globally. Starbucks, for instance, has adjusted its U.S. menu to meet customer in the Japanese market more effectively. In some Japanese outlets, it sells drinks with alcohol – a first for Starbucks. It also is experimenting with other items, like the “DoubleShot”, a cold, creamy coffee drink vigorously mixed in a cocktail shaker, and green-tea Frappuccinos. In Japan, Starbucks even serves hot food from ovens : pork and pastrami sanwiches and tuna and basil pizzas.

Marketing Is pervasive across the Organization

In value – based marketing firm, the marketing department works seamlessly with other functional areas of the company to design, promote, price, and distribute products. Consider the Scion, designed for the less affluent youth market, which sometimes has been referred to as “Generation Y”. Scion’s marketing department worked closely with engineers to ensure that the new car exceeded customer’s expectations in terms of design but remained affordable. The company also coordinated the product offering with an innovative communications strategy. Because Generation Y is famous for its resistance to conventional advertising, Scion introduced a virtual road race in which participants receive mileage points for sending Scion e-cards.

See you in my next tutorial about marketing ….