14 Questions
What is one of the motivations for companies to participate in global markets?
To look beyond saturated domestic markets
How has globalization impacted marketing communication?
By promoting the concept of integrated marketing communication
What is a benefit of using digital media in marketing communication?
It enables radical enhancement of communication
What is a result of the emphasis on the effectiveness of marketing communication?
It is seen as an investment that should bring profits
What is an example of a new media and communication technology used in marketing communication?
Internet
What is a non-traditional form of marketing communication?
Guerilla marketing
What is the primary role of marketing communication in globalization?
To inform, share information, and communicate the value of products and services
What is the result of globalization on the end user?
Access to an increasing choice of services and products
What is a characteristic of the globalization process?
The transmission of products and services from one part of the world to another
What is the impact of traditional communication tools on customers?
Customer resistance
What is the result of marketing innovations in the globalization process?
Increased access to services and products
What is the purpose of globalization?
To promote the transmission of products, services, and ideas across the world
What is a trend identified in the globalization process?
Following trends can be identified
What is the impact of globalization on the world?
The world is becoming flatter
Study Notes
Role of MC in Globalization
- Globalization is the process of interaction and integration among people, companies, and governments worldwide.
- The task of marketing communication in globalization is to inform, share information on the quality, value, usefulness, and use of products or services.
Definition of Globalization
- Globalization is the transmission of persons, processes, and products from one part of the world to another.
- It's a process where material and social phenomena generated in one part of the world become part of the lives of people in other parts of the globe.
Impact of Globalization on Marketing
- Globalization provides the end user with access to an increasing choice of services created to meet the growing needs of the knowledge society.
- Traditional communication tools are less efficient and lead to adverse effects in the form of customer resistance.
Trends in Globalization
- Participating in global markets
- Looking beyond saturated domestic markets
- Reaping the advantages of scale economies
- Sophisticated digital media use
- Radically enhanced communication
- Decreasing transportation costs
- Trade liberalization
- International deregulation of finance
- Increase in product lines and brands
- Market segmentation
- Increase in consumer demands
Impact of Globalization on Marketing Communication (MC)
- Promoting the concept of integrated marketing communication
- Expanding the elements of the marketing communication mix (especially for direct marketing and event marketing)
- Emphasizing the use of marketing databases and application of customer relationship management (CRM)
- Emphasizing the effectiveness of marketing communication and its perception as an investment that should bring profits
- Using new media and communication technologies (e.g., Internet, email, mobile phone, digital TV)
- Applying non-traditional forms and practices in marketing communications (e.g., guerrilla marketing, viral marketing, buzz-marketing)
This quiz covers the fundamentals of marketing communication, the communication process, and its influences in the context of globalization. It also explores consumer behavior and decision making.
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
