We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

The Performance of the Global Marketing - Essay Example

Comments (0)
Marketing has been traditionally a customer oriented task, and it should be so. Nevertheless, the growing importance of the financial function in the company requires the attention of marketers to this aspect.
To secure corporate-level influence, marketing must develop tools to quantify its contribution to firm growth and profitability…
Download full paper
The Performance of the Global Marketing
Read TextPreview

Extract of sample
The Performance of the Global Marketing

Download file to see previous pages... In this regard, studies that serve the purpose of linking marketing activities to firm performance and stock value are exceedingly necessary. Undoubtedly these have been reasons for the Marketing Science Institute to list Marketing Metrics among top research priorities.
The organization of this proposal is the following. Firstly, a description of the project is presented. Secondly, the methodology is proposed. Thirdly, an approximated time schedule of research is developed. Finally, a provisional table of contents is suggested.
In reference to academic relevance, this research pretends to support empirical evidence to the field of marketing metrics in a global context. The suggestion of Rust et al. (2004) about search for empirical support to the chain of marketing activities has been taken into account.
According to Holmstrom and Tirole's (1989:65) definition, a theory of the firm must address two central questions: (a) why firms exist, and (b) what determines their scale and scope. In the case of this thesis proposal, there are two theoretical perspectives central to explaining the relationship between Marketing Strategy and firm's performance in a global context: the Industrial Organization (IO) Theory and the Resource-Based View (RBV) Theory. Both of them postulate that the purpose of the firm is to maximize profits. Having fulfilled the first question of Holmstrom and Tirole (1989:65), the logic of this theoretical framework is to connect the drivers of the two theories to the relationship between marketing strategy and firm's performance.
2.1.1. Industrial Organization Theory
The IO theory focuses on the external market to identify drivers of a firm's strategy which will consequently affect its performance (Zou and Cavusgil 2002). According to the IO framework, external market and industry environment (structure) determines a firm's strategy (conduct), which in turn determines its performance (Porter 1980).
Under IO theory, the development of the marketing strategy has to allow for the structure of the external market and industry, hence being coaligment to environment for getting positive effects on performance (Venkatraman and Prescott 1990) and survive and prosper (Collis 1991).
2.1.2. Resource-Based View ...Download file to see next pagesRead More
Comments (0)
Click to create a comment or rate a document
Global Marketing
Overview The case study is about the global marketing initiatives of the Inniskillin wine company and its internationalisation strategy in Canada and abroad. It can be mentioned that the global marketing is quite complex, widespread and expansive. In the context of global marketing organisations, it is of the notion that global consumers tend to contrast in their consumption behaviour from one culture to another.
3 Pages(750 words)Essay
ing market for luxury commodities around the world. In fact counterfeiting is rendered on the luxury commodities in regards to the different marketing actions concerning packaging, labelling or trade marking the product in order to significantly replicate the original one.
12 Pages(3000 words)Essay
Global Marketing
Opportunities and Threats for the Hamleys in USA 11 3. Market Entry Strategies 12 3.1 Export 12 3.2 Joint Ventures 13 3.3 Evaluation of the Two Strategies 13 4. Conclusion 15 References 16 1. Introduction The paper concentrates on the development of significant entry strategies for Hamleys that are solely based on manufacturing and marketing of toys.
8 Pages(2000 words)Essay
Global Marketing
A Critical Analysis and Evaluation of the Global Macro Environmental Variables Blackberry is recognised to be one of the leading brands in the technology sector. The product is manufactured by RIM (Research in Motion), a Canadian company. Blackberry offers a wide range of products to its potential customers from smartphones and software to playbooks and professional tablets (Research In Motion Limited, 2011).
8 Pages(2000 words)Essay
Global Marketing Strategy
As this paper says marketers who view customers as mere consumers and not members of the community are said to be myopic. Customers must be viewed as people with long term plans in the in the global market place. According to Jocz and Quelch, customers are political members of the global village.
7 Pages(1750 words)Essay
Global marketing
Nevertheless chances of the new product failing also vary enormously; such variations should not be of concern in this case. The centre of interest is that the number of new products in the market fail than the number of new that succeed. It is the possibility of success that makes an organization go ahead and invest in the new product.
10 Pages(2500 words)Essay
Global and Domestic Marketing
In a broad sense, the uncontrollable elements constitute the culture; the difficulty facing the marketer in adjusting to the culture lies in recognizing their impact .In a domestic market the reaction to much of the uncontrollable (cultural) impact on the marketers activates is automatic; the various cultural influences that fill our lives are simply a part of our history, and we react in a manner acceptable to society without thinking about it because we are culturally responsive to our environment .The experience we have gained throughout life have become second nature and serves the basic of our behavior.
4 Pages(1000 words)Essay
Global Marketing
Havaldar (2005) observes that target marketing stems directly from the market segmentation process. Market targeting is therefore the process of evaluating the identified market
4 Pages(1000 words)Essay
Global Marketing Research Assignment
The definition of marketing is always applicable for any organisation, whether it sales products/services within the domestic or across the international borders. It has been with the expanding effects of globalisation that marketing of goods and/or services internationally is argued to help in broadening scopes for organisations.
12 Pages(3000 words)Essay
International Marketing: Global Markets
Similarly, the increasing number of world population and identification of new markets from developing countries had made many organizations spread their brands towards capturing market share. Because of this, many organizations
12 Pages(3000 words)Essay
Let us find you another Essay on topic The Performance of the Global Marketing for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us