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Global Marekting and Ethics - Coursework Example

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This paper is focused on the interaction between global marketing and ethics related to it and for this purpose concentration is led on a particular sector (automobile industry) involved in global marketing and cultural factors affecting the products’ success in the global market. …
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Global Marekting and Ethics

Download file to see previous pages... The success of the vehicle companies largely depends upon supplying vehicle models keeping in parity with the customers’ tastes and preferences. In this world of perfect competition, continuous innovation is ushering among the companies for building up new design of cars. Attracting customers along with product innovations, customers taste and preferences must be given prime emphasis for success. In 1980s and 1990s the main thrust of the automobile companies was to produce so called “world cars”. The term “world cars” mean that several automobile multinational companies like Ford, General Motors, and Toyota during that time targeted to sell cars in a same design produced in their centralized units in their overseas global market with a perspective that it would reap them huge benefit over their cost coverage. But the ultimate scenario in the reality was reverse. It was found that consumer in different market showed different taste and preference orientation as for example in North America the consumers demand were biased towards pick up cars while in European countries pick up cars were treated as utility vehicles purchased by firms for production use. Life style and preferences of the consumers can be referred to as a chief driving force in global marketing of automobile industries....
In many cases the firms may have to adopt unique mix in their marketing strategies in order to appeal purchasing behavior of a certain segment in a certain region. Management studies have revealed that African-Brazilian market is completely different from African-American market –the causal factor being the differences in social norms. In another example it was seen that group of people in China aged 45-55 who had few parallels in other countries during 1960s and 1970s were highly sensitive to price change and produced negative attitude towards entry of new products (Hill, n.d., p.491). So the firms had to rethink and formulate their marketing strategy mix in order to find a solution. Gender bias can also be regarded as a strategic factor in the global automobile industry. In the American society, in the automobile industry initially there was a trend in mixed workforce (both male and female) but gradually that trend changed and focus was diverted towards male dominance in the workforce and the famous Ford Company were in favor of this policy and promoted the same and gained unparalleled success. From table 1 (appendix), it can be seen that percentage women employment in Ford Company gradually declined (Robertson, 1999). Role of religion in global marketing of automobile industries Religion also acts a chief driving force in global marketing paradigm. In United States of America, there is predominance of small groups and they have deep belief in spirituality. There is no certain rigorous rigidity in joining different religious group only following few simple rules and some informal meetings (generally couple of months in that religious group) will suffice. These small religious groups rather behave like product ...Download file to see next pagesRead More
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