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Global Marketing Essay

2858 words - 12 pages

1. In this course we have discussed the factors that have lead to the growth of the global economy and therefore the rise in global marketing. Discuss drivers and how they have assisted the development of the global wine market. How do the macro environments (political, legal/regulatory, cultural, and economic) influence the ability of the wine industry to grow within a given country? .

There have been many factors that have led to the growth in the global economy. Some drivers that have been discussed in this course so far are: peace following WWII, the global support of GATT & the WTO, along with major improvements in information technologies and communications. But as ...view middle of the document...

Lastly- culture is going to have an influence on the ability of the wine industry to grow with in a given country. Knowing the market of the country you are trying to enter, or export too, is going to highly influence your success in tapping into that market. Wine producers need to know what makes the country tic, why they drink wine, who they drink wine with, are they well off, what are their poverty levels, what is their climate like, their political system etc.?
As the world changes, countries develop, laws and regulations form etc. all of which affect the world marketplace. It not only affects the wine industry but all industries alike. If you are able to understand the macro environments with in a Country; for example the political, legal/regulatory, cultural and economic environments, you will put yourself at large an advantage. No matter what industry you are looking to enter on an international level, if you can understand the macro-environment and how the world market place effects that environment you will be one step ahead of the game and in a much better place for success.

2. Understanding culture plays a large role in the success of any global endeavor. First define culture, and then list the ways in which culture influences global marketing strategy. Second discuss the potential consequences to firms of not understanding culture. Third, how has culture impacted the development of the global wine industry and aided the firms we have studied this semester.

Culture as defined by our text is the human made part of human environment- the sum total of knowledge, beliefs, arts, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society. People make decisions about consumption and production through application of their cultural-based knowledge. A few ways in which culture influences global marketing strategy where found in the article Cultural Influences on Marketing Strategies by Janet Hunt, Demand Media and are listed here below:

Values of a society dictate what is acceptable and unacceptable behavior. Some countries, such as the United States, are more individualistic, with citizens making purchasing decisions based on personal preferences. In other countries, such as Japan, people tend to make purchasing decisions based on the welfare of a group, such as the family. The way this plays out in marketing strategies is that ads focused on individuals do better in individualistic countries while group advertising works better in countries with collective group values.

Symbols in relation to cultural influences refer to language, both spoken and unspoken. Language is a symbol of cultural pride. While some foreign influence may be acceptable, a culture may want to preserve its specific cultural heritage. A marketer would need to conform advertising in such a country into language symbols acceptable to the population of...

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