The Quit as a Uniter and Divider Essay Example | Topics and Well Written Essays - 750 words

The Quit as a Uniter and Divider - Essay Example It is this quilt, a symbol and historical accounting of the struggles, trial, and tribulations of black women in America, that divides the family, and illustrates Walker’s frustration with the desire by many modern women to break away from their past, and to devalue the true struggles and accomplishments of African-American women, within the context of a life filled with prejudice and hardship. As the modern and foreward-thinking daughter, Dee, visits home and her mother, Mama and sister, Maggie, Dee looks for and finds two quilts that Mama and her sister, Dicie, had worked on together and created. The bonds of sisterhood in the Jim Crowe South were of the utmost importance to survival, and quilts in general represent this bond and struggle for survival. Not only are they wonderful folk art, but are also representations--a visual accounting-- of the struggle for light in a darkened world. This marvelous history, chronicled in quilts, is one to be valued, and remembered, a test ament to a history filled with pride and struggles. It is clear in this short story that Mama and Maggie, still living in the homestead, and rooted in the culture of the South, value this history. Dee, on the other hand, is only in to visit, has married a man with a foreign religion, has eschewed her given name for an African name which Mama cannot even pronounce, and is filled with self-righteous indignation at the oppressive past of her family. In a way she wants to wear this past as a badge, but also move on from it at the same time. The quilt represents this struggle within Dee to have remnants from her family’s past, such as the quilt, but to also neatly fold it away in a drawer, and take it out when needed. Dee sees this history as something to be used and manipulated, while Mama and Maggie see it as something to be proud of, to use every day and to cover their bodies in warmth and the basic pride of remembrance. The tension in the story in manifested by the quilts and Dee’s desire to have them (Whitsett). Mama, had promised them to Maggie. Dee want the quilts, but Mama knows that Maggie deserves them more than Dee does. Although Maggie had not had the opportunities Dee has had in life, and is not as successful as Dee, Maggie represents a more traditional view of family, history, and struggles, that Dee, with all her worldliness and sophistication, cannot fathom. Dee becomes angry at Mama’s refusal to let her take what she wants from the house. Mama can sense that Dee will not treat the quilts with the requisite respect that Maggie would. The quilt is used to highlight the tension between Mama and Dee, and Dee and Maggie, in particular. Dee and Maggie have had a fractured relationship throughout their lives, and represent the struggle between modernism and traditionalism in the black community. Many want to wear their heritage like a trophy, take on African names, dress in African garb, to show their former â€Å"oppressors† t hat they are strong, powerful, and independent. This means moving on from the lifestyle that Mama and Maggie represent--one of traditional respect to their own family, and the strong women who led families and held the African American family together in difficult times. While Mama and Aunt Dicie were close sisters and created the beautiful quilts together, Maggie and Dee have no such relationship and barely talk, with little sisterhood or communication between them. Indeed, the more modern Dee looks down on Maggie and feels she can waltz in the house,

Environmental Analysis Essay Example | Topics and Well Written Essays - 2250 words

Environmental Analysis - Essay Example Marketing is the concluding approach used to endorse the selling strategy for products such as the iPhone 4s. Marketing has then been cleverly practiced at the company to encourage its business. With this understanding, this paper critically examines Apple Inc. and the application of PESTEL analysis. Introduction In any given business organization, management is something which should be done in the right manner possible, and this should be able to integrate all elements of management and functions as well. This becomes a defining application which has the capability of improving performance and ensuring that business goals have been realized within the shortest time possible. For instance, within any strategies of management, it should be appropriate to adopt a number of practices, theories and organizational adoptions which have the capability of improving performance of business organization. In this study, it would be necessary to understand the issue of leader and management and how they can be viewed and adopted towards ensuring that the greatest gains have been realized in the business organization. Different organizations have been able to come into terms with such approaches, and hence they have been in a position of realizing the greatest gains within their business operations. ... 38). This kind of leadership and organizational responsibility has been something very significant for the business, and as well has been able to bring a new wave of promotional engagement which has been seeing an improvement in the business engagement thus leading to the realization of business goals. Basically, Apple Corporation has been able to improve its business engagements, and hence becoming one of the best performing businesses in the economy of the country. There has also been an effective modality in decision making which has been vital towards the realization of business goals. Management and leadership ideologies have been adopted in the best manner thus leading to the realization of goals within the business (Wharam, 2009). In that sense, it should be worth noting that the best of gains in any business shall be only be in line with the kind of engagement of management and leadership which have been adopted in the business (Gill, 2006). It would thus be very appropriate to study the kind of engagements which have been adopted in this business and see how it has been able to become a perfect performer in the business. Management and Leadership: Apple Corporation At Apple, there has been the need of ensuring that all business engagements have been appropriately led and managed towards the realization of the best business goals. In that sense, it should be necessary to apply all management functions as this has the capability of ensuring that the best of gains have been realized in the operations of the business. However, there should be the need of understanding that there are a number of differences between management and leadership (Rost, 2004). In management, this is a wide conceptual

Effectiveness of Public Service Announcements Research Proposal

Effectiveness of Public Service Announcements - Research Proposal Example (Erica Weintraub Austina*, 2008) Kiakati believe that use of celebrities can have many benefits and advantages such as - (Anita Elberse, July 2011) Facilitating the identification of brand by consumers Changing the negativity associated with a brand Repositioning a brand Affecting the purchase intentions of the consumers. Celebrities are fickle in nature and although promotions through them may increase brand visibility it may also make your brand related to some negative characteristics. (Veer, Becirovic, & A.S.Martin, 2010) Public Service Announcements are designed to inform the audience about certain aspects or to induce certain behavior in them by the use of mass-media approaches. The important point in most of the public service announcements is that they are not trying to sell a product. They are trying to sell an idea or a belief system. A PSA which encourages people to use public transport system is trying to modify their behavior over a long period of time. Making a person b uy soap is entirely different from making him do a particular thing again and again. (Dan Werb1, 2011) We will try to analyze through this research how effective the use of popular celebrities or respected spokesperson is in creating the final attitude change in the target audience of the PSA. all celebrities responsible for just bringing in the crowd or can they help PSA in the same way they help the FMCGs. Consumers tend to copy their icons and use the products preferred by them ; will they also follow their lead in changing their attitudes towards a particular thing or is it too personal to be affected by a celebrity. We will analyze this particular aspect of PSAs in the research paper – How effective is the use of celebrities for bringing about the attitude change desired by PSAs. Literature review Some properties such as likeability of the celebrity , expertise , trustworthiness and similarity causes a celebrity endorser to become a cause of persuasive information to the audience and also ends up creating a sense of certainty and encourages the user to try the product or the service. Acceptance of a message by a receiver can be influenced by celebrity endorsers as people consider them to be believable sources of information about a product. The balance theory principles emphasize the creation of an emotional connect between the observer and the endorser. This emotional relationship also creates and emotional connect between the audience and the cause. Is this fact also true for a cause espoused by the PSAs? Will a celebrity help in creating an emotional connect of the user with the cause. McGuire (1998) has created a very effective input output matrix for creating effective public service announcements. Along the input axis are important aspect of the message such as source, message factors, channel factors, receiver factors and finally target behaviors at which the communication is aimed at. McGuire says that for the PSA to be effective; the targe t audience must have contact with it, must pay attention to it, like it, understand and learn from the content, agree with it, store the information presented by it and make decisions based on it. (Kang, Cappella, & Fishbein, sep 2009)

Constructing three chapters of proposal Dissertation

Constructing three chapters of proposal - Dissertation Example In 2011, a pipeline fire killed 100 people and seriously injured 120 in Nairobi. In 2010, a Pemex (Petroleos Mexicanos) pumping station in Central Mexico exploded, killing 27 and injuring 50 (Ellingwood, 2010). In 2006, a pipeline explosion in Nigeria killed up to 500 people (BBC News, 2006), but the fatalities in this incident are only second to the Ufa train disaster in Russia in 1989, where train sparks set off a gas leak from an LPG pipeline and killed 645 people (Observer-Reporter, 1989). Oil and gas accidents can have catastrophic results, all the more underscoring the importance of assessing the crisis management systems in this industry, and ascertaining whether or not these are within acceptable standards to ensure the protection of the public. 1.1 Background of the Study One of the more comprehensive and meticulous definitions of â€Å"crisis,† as it is conceived in business crisis management, is that of Fink (1986, quoted in Reid, 2000, p. 2), who states that  "A crisis is any situation that runs the risk of: 1. Escalating in intensity. 2. Falling under close media or government scrutiny. 3. Interfering with the normal operations of business. 4. Jeopardizing with the positive public image presently enjoyed by a company or its officers. 5. Damaging a company’s bottom line in any way.† Fink’s well-crafted enumeration of the attributes of a crisis situation noticeable lacks one element: that of being â€Å"unforeseen† or â€Å"unexpected.† This is a defining trait of a crisis for other authors (Hoff, 2001; Boi, 2005; Laws, Prideaux & Chon, 2007), but apparently not for Fink, whose definition focuses on the impacts rather than the causes of the crisis situation. In many instances, crises are so characterised not because they are unforeseen. Rather, they are foreseen (or at least foreseeable), but are historically and statistically deemed so unlikely to happen that precautionary and preventive measures against them are overlooked (Loveridge, 2009; Daft & Marcic, 2011). Warranting the necessity for the enhancement of crisis planning, prevention, assessment, and mitigation for the oil and gas industry are the deleterious effects of the 2010 BP oil spill in the Gulf of Mexico (Casale, 2010). Despite the serious harm to the environment and to livelihoods in the affected area, the potential closure of large oil and gas companies or the shutdown of their pipelines is a risk which major oil producers could not be take because of their critical role in the world economy (Omolara & Olayide, 2011; Kamal, 2012). The matter of oil and gas crisis management to ensure continuity, therefore, becomes an important area of study. Unfortunately, there are few academic studies which have addressed this area. Lee Clarke of Rutgers University underscored the fact that all most oil and gas companies have to rely on currently are what he calls â€Å"symbolic planning† and â€Å"fantasy documents† upon which crisis strategies are built (Morse, 2004). 1.2 Statement of the Problem In defining the research problem, it became apparent to this researcher that the threat of impending crises (i.e., crises that are unlikely, but may eventually happen) confront all organisations in varied ways. Consequently, all organizations need some

Drag Performance during the 1980's in NYC Research Paper - 1

Drag Performance during the 1980's in NYC - Research Paper Example Drag performance must be given deeper understanding to be able to see the superficial meaning and from this, we would understand the hidden structures of society. History of Drag Drag is originally used for clothing, significant and symbolic usually associated with the role of a certain gender when worn by the opposite gender. The term was originated Athens, Greece somewhere in the fourth century BCE, as a form of punishment across the streets. Drag is a symbolic word which does not simply means clothes. Men portrayal as women are manifested even way back thirteenth centuries when the church forbade females appearance on the stage and theaters. For hundreds of years, men are manifested to be dressing as women as a disguised to the opposite sex in theatrical presentations and stage shows. This has also been first traced back to the dawn of the theater as a sort of survival and since then, found to be manifested in all the corners of the world especially in Japan and in China. When the drag practices became popular in some parts of the world and accepted as a form of art among the men as drag artist, categories were defined according to professionalism in rendering drag artistry into the public. Kinds of drag artists like those who starred in movies vary professionalism. There are also called drag queens and mostly vary from their culture of their respective places. However, drag queens are always tagged as gay men or transgender but it is also relevant to say that there are also drag artist who do this for a reason considering the fact that they are a straight people or transvestites. Transvestites belong to different categories compared to drag queens who belong to the gay world, they are cross-dressers who generally straight men and were just dressing women’s dress for erotic reason. The appearance of the drag queen in print was first seen in 1941. Late 20th century defined the drag as an abbreviation of â€Å"dressed as girl† and as a counter pa rt, â€Å"drab† is the â€Å"dressed as boy† but this was never published and unrecorded. Drag is being practiced by people of all sexual orientations as well as gender identities. Charles Busch and Theater in Limbo Laying down some important information about Charles Busch, he is born in August 23, 1954 in New York, NY. Busch is an American, an actor and a playwright. Since he have started in the industry, he already achieved 25 stage appearances, 5 in films, 6 TV appearances and 26 stage plays. For around a longer period of time of Busch in the industry, in 1984 he was able to break the wall of competition and stand out among the rest in theater-in-Limbo. This was presented at the Limbo lounge at East Village’s. This was followed in the Avenue C and when the show hits a record as high, this was transferred to the Provincetown Playhouse in the West Village where it ran for around five years consecutively. The continuous exposure of Busch brought him to enormous success that made him held as the queen of drag among the theaters in the city. Moreover, he was also nominated in 2001 at the Tony award for the Best Play â€Å"the Tale of the Allergist’s Wife that ran for 22 months in Broadway. Over the years, Busch shows craftsmanship in doing and sharing his talents not only in the American

Sustainable Brand luxury Essay Example for Free

Sustainable Brand luxury Essay Introduction What is striking is the similarity between the two. I can say that sustainability and luxury are similar to bedfellows. Sadly, this would be somewhat naive. Luxury is constantly on move as said by many economists (Kapferer 2008, p. 96). Sustainable fashion with its luxury indicates living harmoniously with mother earth; it is employing trained artisum in safe and humane working conditions. Luxury products are often considered to have larger environmental footprints than their peers. There is an area where sustainability now encourages the luxury dream itself. (Exploria Art of Travel) Nature that is unspoiled is rare today, a chain of hotels emerged where the dream is sustainability like Explora in chille with resorts in Atacama and other places, and these are fully positive energy buildings, with no litter. An organic bacterium is used to destroy everything and food is produced through organic farming by native farmers and so on. Sustainability luxury now Luxury brands are now-a-days interested to turn over a new leaf. Many firms are repositioning to compete with others in their field through environmental and social responsibility as a point of differentiation when competing for the share of consumer wallet which is very tight in economic downturn. (Lakshmi Prasanna 2013, pers. Comm. , 18 Feb. ), Luxury has now passed into masses rather than a cream layer. Sustainability luxury have been Luxury brands have been bought by only those who had money, taste and power. Some products play a role of status symbols and simply they are perceived by public. There is no necessary that these are better than their less expensive products, are bought with main reason of displaying wealth. (Inconspicuous consumption, 2008) These types of products are objects of socio-economic phenomenon called conspicuous consumption. Sustainability luxury can be or ought to be Luxury brands usually set their own standards. Very high gross margins are achieved by Luxury brands and they relay strongly on their reputation, because reputation gives strength to the brand (Tabatoni et al, 2010). People are purchasing luxury goods and are promoting new era of market innovation around sustainability. Every category of good available in the market today includes similar products whose luxury is marked by better quality components and materials. Focus The focus of this article is to analyze relationship of luxury and sustainability. It’s important to see how today’s young consumers, so conscious of green values do, balance their continual need for ever-newer fashion with their presumed commitment to environmental sustainability The image1 above you can see European business review 2013. Market demand Luxury brand is very visible sector; public attention is wholly linked to its high profile customers, VIP’s and celebrities. For many years the luxury goods market has been on an upward climb. The industry had a setback in 1997 called the Asian Financial Crisis, In 2000 the industry has performed well, the luxury products market in the world which includes drinks, fashion, cosmetics, fragrances, watches, jewelry, luggage, handbags – was worth close to $170 billion and grew 7. 9 percent. Only (-0. 9 percent) decline was suffered by this sector, which was the lowest (Okonkwo, 2007 pg.145). (Epsten roy 2003) Today sustainability is regarded as virtually important business perceptive by multiple people such as investors, stake holders, customers and policy makers. Horizons of sustainability: Raising awareness In regard with sustainability the company’s are taking much regard in making changes that support the term sustainability, the more the changes are made they will tend to become part of the company’s identity and mix up into their overall strategy, leading not only to greater sustainability but also greater trust from consumer’s. By remaking the fundamental values of luxury, sustainability can help to clearly check its difference versus more common premium brands. At a time when sustainability is still not well understood or accepted by many people, the influence exerted by luxury brands could play a key role in raising both awareness and also helping to drive behavioral change in consumers. First input must come, not from consumers, but from pioneering brands (Leslie). Brands that will- Encourage reparability and long life of product Promote principle of buy less and pay more. Dematerialize and reinvent luxury experience. Promote respect for appropriate compensation of craftsmanship. Serve as sustainable trend setter. In order to create demand brands should make their image by raising awareness among consumers. In terms of awareness rising, consumer education and behavior change campaigns, major role can be played by celebrities but there also range of other possibilities including traditional and social media which can be interesting, fun and relevant to the audience of all groups. Another event of the luxury market is Luxury Shopping Avenues. Certain thoroughfares like Melbournes Collins Street, Singapores Orchard Road, Amsterdams P. C. Hooftstraat Athens, Chicagos Magnificent Mile, Paris Champs-Elysees, Avenue Montaigne (Wikipedia) area are some places where most luxury brands tend to be concentrated. These are managed by large companies which concentrate luxury goods stores. Positive behavior of buyer: schemes For retailers, the challenge is always to attract customers to their spot as there are many alternatives for customers and help them to understand the benefit in making sustainable choice. Some use incentive schemes which help to keep customers loyal by rewarding them with points that can be spent on virtual markets/ websites. And customer loyalty and willing to pay price premium is particularly important for new ethical brands that are looking to grow. It’s said retaining old customer is better than finding new customers as finding one costs double then retaining the old one. Barriers Luxury is based on object rarity or can be also said as scarcity. . (J. N.Sheth et al, 2010) High prices limit demand for these products and are the best way to protect future of these resources. Sustainable luxury goods- Do not directly focus on customers. Do not recognize emerging threat from rising global over-consumption. The approach is not holistic. Conclusion Sustainable luxury goods have long standing concern for quality and craft. Blendell and Kleanthous (2007) The choice of consumer to pursue the luxury is linked to the brand’s stance on important social issues, such as saving the planet. All that can be said is â€Å"for all we know, we might not get tomorrow to save earth. † There are some brands showing how luxury fashion can successfully achieve and market sustainability and ethics. As a consumer myself, I would want to show that I not only enjoy good quality of the good but that I also care for environment and I hope most of consumers think alike. References Exploria Art Travel, 8 April 2014, www. exploria. com/sustainability Jagdish N Seth, Nirmala K Sethia, Shanthi Srinivas, 2010 â€Å"Mindful Consumption: A Customer Centric Approach To Sustainability† Academy of Marketing Science, US Kapferer, Jean-Noel, 2008 â€Å"The New Strategic Brand Management† 4th ed. Kapferer, Jean-Noel, 2013 â€Å"The European Business Review† www. europeanbusinessreview. com/? p=2869 Okonkwo, uche, 2007 â€Å"Luxury fashion branding: Trends, Tactics and Techniques† Tabatoni, O Kapferer,J-N, 2010 â€Å"Are Luxury Brands Really A Financial Dream? † HEC Paris, Research Paper,July 2010 Virginia postrel, 2008, â€Å"Culture and commerce – Inconspicious consumption† http://www.theatlantic. com/magazine/archive/2008/07/inconspicuous-consumption/306845/ Leslie pascaud, Director sustainable marketing and innovation practice, viewed 8 April 2014 www. addedvalue. com Partridge, D. J. 2011 â€Å"Activist capitalism and supply chin citizenship: producing ethical regimes and ready to wear cloths† current 52 (s3). Blendell, J and Klenthous, A 2007 â€Å"Deeper luxury: quality and style when the world matters† Godalming: wwf. uk Ceri Heat Cote- â€Å"The ethical fashion†, 17 sept 2012 http://source. ethicalfashionforum. com/article/marketing-sustainability-for-the-luxury-fashion-sector- Wikipedia.

Domestic Marketing And International Marketing

Domestic Marketing And International Marketing The report has been prepared to highlight whether International marketing is really no different from the study of domestic marketing. It comprises the insight of domestic marketing, international marketing, and evolution of global marketing. The objective of this report is to explore various differences between International and domestic marketing. It focuses on various issues that need to be overcome before moving from domestic marketing to international marketing. This report illustrates various examples which moved from domestic to global marketing and experienced remarkable increase in the revenue. This report highlights various ethical problems faced in International Marketing. TABLE OF CONTENTS Topics Page No. Introductionà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦4 The evolution of global marketingà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.4-6 Domestic Marketingà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..6-7 International Marketingà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.7-9 Domestic vs. Internationalà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.9-11 Empirical Examplesà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦12-13 Biggest International Marketing Mistakesà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.13 Ethical Problems in International Marketingà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.13-15 Conclusion à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦15 Reference and bibliographyà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦16 INTRODUCTION The marketing aspect is as important as other business aspect in every business engagement. The marketing aspect deals as how to make the product being introduce and sell in the market. There are many kinds of organizations created such as the domestic business, multinational business, international business, etc. The marketing strategies of each kind of business depend on the nature of the business involvement. Therefore, the Domestic and International markets should have separate marketing strategy. The differences of the two markets are obvious from the point of their market host and demand domain. The evolution of global marketing The long held tenants of marketing are customer value, competitive advantage and focus. Organizations hence studied the market, developed the product which satisfied the customer. They followed correct marketing mix to satisfy its own objectives. However this strategy proved to be very narrow as time elapsed and hence evolved Strategic Marketing. The focus was shifted from knowing only customer requirements, to knowing the customer in a context which includes the competition, government policy and regulations, and the broader economic, social and political macro forces that shape the evolution of markets. In global marketing term this means forging alliances (relationships) or developing networks, which works closely with home country government officials and industry competitors to gain access to a target market. The marketing objective has changed from satisfying organizational objectives to one of stakeholder benefits including employees, society, government and so on. Table 1.1 outlines a typology of terms which describes the characteristics of companies at different stages in the process of evolving from domestic to global enterprises. Table 1.1 Stages of domestic to global evolution Management emphasis Stage one Domestic Stage two International Stage three Multinational Stage four Global Focus Domestic Ethnocentric Polycentric Geocentric Marketing strategy Domestic Extension Adaption Extension Structure Domestic International Worldwide area Adaption creation matrix/mixed Management style Domestic Centralized top down Decentralized bottom up Integrated Manufacturing stance Mainly domestic Mainly domestic Host country Lowest cost worldwide Investment policy Domestic Domestic used worldwide Mainly in each host country Cross subsidization Performance evaluation Domestic market share Against home country market share Each host country market share Worldwide In stage one domestic marketing was in focus, with all activity concentrated in the home market. Organizations like milk marketing, solely domestically oriented organizations. In stage two home marketing is focused, but with exports (ethnocentric). Organization probably believes only in home values, but creates an export division. In stage three stage two organizations which realize that they must adapt their marketing mixes to overseas operations. The focus of theses organizations switches to multinational (polycentric) and adaption becomes paramount. In stage four global organizations which create value by extending products and programs and focus on serving emerging global markets (geocentric). This involves in recognizing the markets around the world which consist of similarities and differences and that it is possible to develop a global strategy based on similarities to obtain scale economies, but also recognizes and responds to cost effective differences. The strategies are a combination of extension, adaptation and creation. Domestic Marketing A domestic market is a financial market and trades are aimed toward a single market. A domestic market is also referred to as domestic trading. In domestic trading, organization faces only one set of competitive, economic, and market issues and essentially must deal with only one set of customers, although the company may have several segments in a market. Following are four guiding principles that governs the marketing strategy Knowledge Based Promotion The marketing platform is to deliver the huge benefit of products through ethically designed promotional strategies. The product will be promoted in the marketplace with a message that is focused, competitively advantageous, relevant and evocative to target audience segments, clinically supportable, and sustainable over time. Building Loyalty The marketers ensure that their product is always superseded by any other alternatives and it doesnt go out of fashion. Brand loyalty is integral part in adding value to their business. Parameters Not Formulas There is no set formula to devise the marketing and sales strategies and every product is different and respectively faces its own unique confluence of factors influencing its performance over time. The parameters governing should be with respect to sales and market share. Each of these parameters should be reviewed frequently through external market conditions, other corporate priorities, pricing changes, and new or revived competitors. Meeting the Genuine need The organization should aim to meet customer needs recognized by them. Japanese domestic market The term Japanese Domestic Market (JDM) is used by companies in Japan to refer to the services and product they offer in local market, as opposed to the international, non-Japanese market. The automotive hobbyist uses this term most commonly to refer Japanese-brand automobiles and parts designed and constructed to conform to Japanese vehicle and equipment regulations and to suit Japanese market preferences. Vehicles made in JDM migrate to other markets through ordinary commerce and the grey market. Vehicles made in JDM often differ in features and equipment from vehicles sold elsewhere. For example, Honda to sell its product worldwide has produced different versions of the B18C 1, B16A and K20A engines. This was done to suite varying emission regulations laws followed in different countries. Vehicles built based on JDM specifications will have stiffer suspensions and improved throttle response over vehicles built for different global markets, due to differing driving styles and different road types. For example, the USA features long highways and a smoother ride is always preferable, whereas Japans features short and twisty roads, where a stiffer suspension is desired for improved handling capability. For the US and European market versions, some features may be removed in order to meet certain price level, conventional rear suspension can be used instead of a double wishbone suspension and electronic devices like Active Yaw Control. Furthermore, engine power of JDM sports cars may be removed to meet stricter emission standards in other countries. The JDM headlamps would be a major concern when it comes to safety in countries where traffic flows along the right side of the road, because JDM headlamps are engineered for use on the left side of the road. International Marketing International marketing is a kind of marketing carried out by organizations overseas or across national borderlines. The strategy used is an extension of the techniques used in the home country of a firm. According to the American Marketing Association (AMA) international marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Global Marketing Strategy gives a practical managerial orientation to international marketing in complex, rapidly changing global business environment. The marketing strategy focuses on customer analysis, competitor analysis and company analysis. Once marketing strategies are established the focus is done for segmenting markets, targeting markets and market positioning in the international arena. Following are the factors that need to be considered before moving abroad Demographic and physical environment should be assessed in categories like population size, growth, distribution channels, etc. Economic environment should be reviewed that goes around with the income and expenditure activities, inflation, currency stability, etc. that will contribute for the new service or products success. Social and cultural environment should be assessed that encompasses a wide range of anticipations and assumptions with regards to the culture and social differences. Legal environment should be considered which includes the limitations on trade and tariffs, proper documentation and import regulations. Political environment should be reviewed in which the governments system is included. In terms of strategies, the international market is truly different and more complicated than domestic markets. Individualized Marketing Strategy: This strategy is followed by companies that conduct international business in several nations and is often utilized by smaller businesses involved in only one or two foreign markets. In this strategy, political, social, and economic factors are important components of the marketing process. Global Marketing Strategy This strategy ignores differences between nations and based on the notion that consumers around the world are growing more and more similar and a standardized product and marketing mix can achieve enormous economies, especially in advertising, packing, and distribution because they would not be changed. Domestic Marketing vs. International Marketing Global marketing decisions requires months of research. They require high degree of planning and formation of internal strategies, factors affecting strategies are target audiences, spending and profit margins. Global marketing is more complex, and must take into consideration numerous factors such as Language and translation: Some countries share similar language but every country has nuances of language that should be considered before marketing globally. The marketing pieces should be shared with native speakers in the countries targeted for marketing, even if the language is the same as domestic market. For example Spanish is a language shared by millions worldwide, yet the Spanish spoken in Mexico differs from the Spanish spoken in Spain. Cultural considerations: Cultures vary worldwide and marketing pieces must reflect cultural nuances accordingly. It is wise to examine cultural context before to save money later by helping you avoid costly advertising and marketing mistakes. For Example In the United States, advertisements depicting scantily clad models sell everything from shaving products to soft drinks but in more conservative cultures, such advertisements would be offensive or even banned. Price and payment methods: Online sellers should facilitate currency converters or payment processing systems that accept multiple currencies, sellers must be aware of pricing sensitivities by country, by product and by market. Before launching the product into global market, competition and competitive pricing models should be investigated. The price should be tagged depending on whether product is targeted for domestic or global market. Marketing methods and the media mix: Marketing methods such as websites and print advertisements are used in most countries while others countries prefer to have direct mails. Countries with large rural populations, such as China and India, may not have as robust a mail service as industrialized countries so they may rely more heavily on radio or television rather than printed messages to share new and information. Before investing in any media we need to understand audience being targeted. Distribution methods and shipping concerns: Each country has its own restrictions and law as to what goods can be imported. Costs, time delay and country restrictions must be accounted for worldwide shipping. Every organization must comply with all importation laws, and if required they should be willing to invest the time into learning rules and regulations concerning exports and imports. While planning is an important aspect of any successful campaign, there are certain considerations which are vital for successful launch of a product in domestic market and global market. Table 1.2 lists the instances required to be considered before marketing. Table 1.2 Considerations vital for successful launch of a product Domestic Planning International Planning Single language and nationality Multilingual/multinational/multicultural factors Relatively homogeneous market Fragmented and diverse markets Data available, usually accurate and collection easy Data collection a large task requiring significantly higher budgets and personnel allocation Political factors relatively unimportant Political factors frequently vital Relative freedom from government interference Involvement in national economic plans; government influences business decisions Individual corporation has little effect on environment Gravitational distortion by large companies Chauvinism helps Chauvinism hinders Relatively stable business environment Multiple environments, many of which are highly unstable (but may be highly profitable) Domestic Planning International Planning Uniform financial climate Variety of financial climates ranging from over-conservative to wildly inflationary Single currency Currencies differing in stability and real value Business rules of the game mature and understood Rules diverse, changeable and unclear Solid Global Marketing decisions involve months of research with high degree of planning to achieve companys ultimate goals. Advanced planning gives a number of advantages Helps coordinate activities Helps prepare for emergencies Gives activity continuity Integrates functions and activities Helps in a continuous review of operations Following are the common differences Domestic Marketing Domestic marketing is marketing aimed at a single market. This single market is the firms domestic market. The firm faces only one set of competitive, economic and market issues. International Marketing International marketing goes beyond exporting and calls for direct involvement in the local marketing environment within a given country. Understanding different cultural, economic and political environments becomes necessary for success in international markets. Empirical Examples The domestic businesses samples probably rise in the range of local suppliers whereas the internationally engaged business strives to keep their business growing such as the Nike, automobile businesss, and even beauty products. QVC shopping leader The QVC shopping leader started as a shopping channel. The show hosts could only demonstrate a limited number of products per day. In 1996, QVC thought of expanding its business by getting into an Internet business where customers could browse online at their iQVC web site for a much larger selection of products. The QVC marketed majority of its product online which resulted in quantum leap in QVC e-business, spurring development of a technologically elegant system of warehousing and shipping the items as well. iQVC noticed a profit only after three months, made $97 million in profits by the year 2000, and has enjoyed ever-increasing sales each year since then. McDonalds Strategy McDonald has succeeded in growing as a consequence of its strategic choices. The analysis of the external and internal environment of the company shows, McDonalds strengths are more significant than its weaknesses. The primary strength is its brand, which is recognized all over the world, and its position at the head of its industry makes it a force to be reckoned with. The ability to determine what consumers want and need and adapt to new requirement is a major strength of company. This is the one that requires McDonalds to keep reinventing itself. Previously McDonalds used to close in the evenings just after dinner, but now almost 40% of McDonalds restaurants stay open round the clock, this is done to focus on between-meal and late-night options such as snack foods and fruit smoothies. On top of this McDonalds keeps on generating new products more aggressively than in the past. The new selections are tried out in one market for several weeks to see how the sales, costs, and margins grow and how easy they are to prepare by the companys constantly-changing staff. McDonalds strategies add on to companys strengths, such as the delivery service. It offers services in crowded cities such as Shanghai, this way company not only make more sales by catering to the traffic-challenged, time-constrained, and lazy, it also saves itself some money at the same time, because delivered meals require no table clean-up at the restaurant. Biggest International Marketing Mistakes Few companies faced huge losses due to insufficient planning and research done before launching the product in global market. In South East Asia Pepsi Cola lost it dominant market share when they changed the color of its vending machines and coolers from deep Regal blue to light Ice blue as Light blue is associated with death and mourning in SE Asia. Few years back when Pepsi started marketing products in China, they translated their slogan, Pepsi Brings You Back to Life pretty literally. The literal meaning of slogan in Chinese was, Pepsi Brings Your Ancestors Back from the Grave. During Chevrolets attempt to launch the Nova proved a mistake as Spanish translation of it was Doesnt Go, and in Mexico translation was (turns out this one appears to be an urban legend and cannot be verified). Ethical Problems in International Marketing The ethical standards are frequently not defined or always clear even within the country, which to leads dilemmas for domestic marketers. The business ethics is infinitely more complex in international marketplace, because value judgments differ widely among culturally diverse groups. The ethical standards commonly accepted in one country may be completely unacceptable in other countries. In US, giving business gifts of high value is highly condemned, whereas in many other countries the business gifts are not only accepted but also expected. Once the existing ethical framework is examined in the field of international marketing from a macro marketing perspective, it is argued that marketers cannot always rely on universally accepted ethical norms, such as hyper norms or core values that have been suggested by a deluge of marketing. We can use some basic moral values in evaluating international marketing ethical issues. We should accept violations of basic moral values in internationa l marketing settings as ethical problems. Following are Major International Marketing Ethical Problems derived from applied researches by Armstrong Traditional Small Scale Bribery- This involves the payment of few concurrency to a foreign official in exchange for him/her violating some official duty or responsibility or to speed routine government actions (grease payments, kickbacks). Large Scale Bribery- This involves relatively large payment intended to allow a violation of the law or designed to influence policy directly or indirectly (eg, political contribution). Gifts/Favours/Entertainment- This includes a range of items such as: lavish physical gifts, opportunities for personal travel at the companys expense, gifts received after the completion of transaction and other extravagant expensive entertainment. Pricing This involves unfair differential pricing, questionable invoicing in which the buyer requests a written invoice showing a price that is different from the actual price paid, pricing to force out local competition, dumping products at prices well below that in the home country, pricing practices that are illegal in the home country but legal in host country (eg, price fixing agreements). Products/Technology This includes products and technology that are banned for use in the home country but permitted in the host country and/or appear unsuitable or inappropriate for use by the people of the host country. Tax Evasion Practices This is used specifically to evade tax such as transfer pricing (i.e., where prices paid between affiliates and/or parent company adjusted to affect profit allocation) including the use of tax havens, where any profit made is in low tax jurisdiction, interest payments on intra-firm loans, questionable management and service fees charged between affiliates and /or the parent company. Illegal/Immoral Activities in the Host Country This includes practices such as: polluting the environment, maintaining unsafe working conditions; product/technology copying where protection of patents, trademarks or copyrights has not been enforced and short weighting overseas shipments so as to charge a country a phantom weight. Questionable Commissions to Channel Members This includes unreasonably large commissions of fees paid to channel members, such as sales agents, middlemen, consultants, dealers and importers. Cultural Differences This is between cultures involving potential misunderstandings related to the traditional requirements of the exchange process (e.g., transactions) may be regarded by one culture as bribes but be acceptable business practices in another culture. These practices include: gifts, monetary payments, favours, entertainment and political contributions. Involvement in Political Affairs- This is related to the combination of marketing activities and politics including the following: the exertion of political influence by multinationals, engaging in marketing activities when either home or host countries are at war and illegal technology transfers. Conclusion Typically, the first area where companies seek to market their goods or services is within its own country (domestic marketing). Since the market, customer needs, tastes, geography, demographics, and distribution methods are familiar, its often the easiest place for companies to launch a product. The four Ps of marketing product, price, place and promotion are often easier for companies to determine within the domestic market. Companies begin marketing their goods or services within their domestic market, and expand to the global market to capture greater market share and open up new avenues for sales. Global marketing means to offer ones goods or services worldwide. Global marketing requires months of research and planning before getting into global market. It is necessary to understand different cultural, economic and political environments for success in international markets Reference and bibliography Text referencing: Reference book The Global Marketing Imperative by Michael R. Czinkota, Ilkka A. Ronkainen, John Tarrant News paper articles Electronic sources: Websites Publications available from websites Unpublished works: Personal communication