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How Online Media Will Change Marketing Strategies

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Is the world of marketing changing? The advent of online marketing has adjusted the basic assumptions of marketing and the way in which companies reach potential customers. A longitudinal study by Valos, et. al. (2010) looks at the perceptions of 40 senior marketing executives and attempts to understand how things have evolved. The study provides implications for future marketing strategies. No doubt the Internet has changed the very way in which people obtain information from their environment and how they make choices between different types of products. Each purchase is based upon a range factors that includes social impression, product understanding, ease of purchase, information attainment, benefits vs. costs, and consumer personality.   The Internet has become a new catalyst in putting these factors together in a way that leads to positive purchase decisions. Today’s advertisers are moving away from mass marketing approaches and seeking to be more exact with their

Creating Successful Global Marketing Strategies

Companies moving onto the global scene are conducting business around the world 24/7. Increased trade requires new research to help understand the factors that make the difference.  Research by Akkrawimut, et. al. (2011) of 154 Thailand jewelry exporters helps define what makes some companies successful global marketers. Their strategies can are used to encourage other executives to formulate their own approaches.  Global marketing strategy is important for reaching those customers most likely to purchase products. It can be defined as the marketing activities a company uses to turn global through standardization and integration (Cavusgil, et. al 2004). Focus shifts from domestic to a dynamic global far-reaching approach.  Companies cannot engage in global marketing without some capabilities. Teece et. al. (1997) defines these capabilities as the firm’s ability to integrate, build, and reconfigure competencies (internal and external) to address shifting market needs. The co

Managing the Complex Web of Global Subsidiaries

Global firms often work with a number or partners in order to move their products into multiple markets. Global firms use subsidiaries to help them promote and distribute their products. Research by Homburg, et. al. (2012) seeks to categorize the varying types of firms available on the market to help multinational organizations do a better job at managing across countries, cultures, and markets.   Their research finds five different types of firms that have their own benefits and detractors. Global firms attempt to maintain competitiveness by using subsidiaries to create effective international reach. These firms are more aligned with regional and local differences in market characteristics. Problems result when global marketing loses a level of efficiency and effectiveness in the development of methods of managing these multiple distribution fingers.  Drawing from configuration theory of organizations it is possible to use subsidiary archetypes to understand the varying na

Successful College Strategies for Marketing to International Students

A paper by Vik Naidoo and Terry Wu in the Journal of Marketing Management seeks to expand the discussion and understanding of college marketing geared toward international students.   Reviewing colleges in the U.S., UK, Australia and New Zealand they have been able to narrow down their understanding to implementation related outcome variables, commitment dimension, strategy, and role factors. The work adds to the body of literature on key concepts related higher education marketing and its success.  The trend in global educational services appears to be growing. Educational services range from the actual education to textbooks. It also appears to be growing as an export trend making it an industry with huge future potential. Both traditional and non-traditional education has seen increases in exportation of services to full-paying foreign students due to declining governmental budgets. Due to the changing nature of marketing from domestic to international education, organiz