Study Notes sample essay

Discussion Module

The Scope And Challenge 1.1

Assignment. “The marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tanzania.” Critique this statement and use real-world examples to support your analysis.

Analysis. One of the most significant of these similarities is the need for organizations to have a paradigm shift in their marketing perspective from local or national marketing to accessing the global market. Regardless of their country of origin or their product or service, it is becoming increasing critical for companies to look beyond their national boarders in order to maintain their market share (Cateora, Gilley, & Graham, 2013, p.10).

I believe that even if companies do not currently depend on foreign markets it is critical that they should examine and create new market strategies that access international markets in order to maintain their competitive edge.

Real World Example. I work for a company that has just finished a new phase of construction on additional buildings in order to increase the number of students that we an accept. Looking at international markets is a great answer to increasing our admissions.

Cateora, Philip R., Gilly, Mary C., & Graham, John L. (2013). International Marketing, Sixteenth Edition. New York, NY: McGraw-Hall/Irwin.

Culture and Marketing 1.2

Assignment. The marketer “should also examine the more complex effect of geography upon general market characteristics, distribution systems, and the state of the economy.” Critique this statement and give real-world examples
to support your argument.

Analysis and Real World Example. It is interesting to me as I read on the issues of language and culture as companies expand across international borders. I lived in Brazil for several years and it amazed me how the Brazilian youth in general were enamored with products from the US. Products such as Nike and other athletic gear were especially popular. The general image that Brazilians had of the sub culture of US sport athletes and their success as sport stars was enough to boost sales for Nike. If companies researched and built their marketing campaigns around these perceptions and sub cultures they would be able to tap into addition markets and significantly increased profits.

The text refers to the problems that the Mexican based grocery chain, Gigante, had with marketing “Bimbo” bread in their stores. Perhaps if they had of researched and significantly marketed products that had a positive or popular connotation to US consumers they would have had an easier time receiving approval to open stores in Anaheim, California, just as Nike might have done with the youth market in Brazil. (Cateora, Gilley, & Graham, 2013, p.14).

Cateora, Philip R., Gilly, Mary C., & Graham, John L. (2013). International Marketing, Sixteenth Edition. New York, NY: McGraw-Hall/Irwin.