The World is Flat Approach to International Marketing - Essay Example

?Perhaps one of the reasons that Thomas Freidman chose to his book The World is Flat in the manner that he did was due to the fact that few if any of his books would have sold had he included some derivative or discussion of globalization within the title. However, regardless of whether or not such an inclusion is made, the fact of the matter is that the influence and power that globalization plays upon the economic system which Friedman defines is vast. Ultimately, Friedman presents a work that seeks to discuss many of the influences that are currently shaping business and competition within the current environment. Ultimately, the take away message that the reader is instilled with necessarily points definitively to the means by which globalization and the clear and incessant need for differentiation and change ultimately defines the current environment. In such a way, the preceding analysis will first seek to provide a general summary of Friedman’s book and then go on to draw inference with regards to how some of the key concepts and presentations that Friedman made can be utilized in an understanding how a firm/entity engages with a globalized appreciation for the 4P’s of marketing. Accordingly, through such an analysis, it is the hope of this author that the reader will gain a further level of inference with regards to the way in which Friedman presents his main argument as well as the applicable it and usefulness that these arguments have with relation to specific aspects of marketing that have been discussed thus far within this course. In this particular way, although Friedman engages with a host of topics, both historical and current, the ultimate goal of his piece is to instruct the reader with regards to the key changes that must take place within the current market in order for both the United States and the individual is this owner within it to continue to leverage degree of profit within the ever-changing dynamics of the global marketplace. In such a way, even though the reader might be distracted at times with the historical and geographic journey that Friedman engages in, the ultimate understanding that is represented within each of these case studies, interviews, historical interpretations, and analysis is with regards to how the current world model has developed and will continue to develop into the near future. One of the key understandings that the reader is left with upon nearing the conclusion of Friedman’s piece is with regards to some of the key forces that pose a severe potential for harm with regards to the current dynamic that is thus far been described in his book. Rather than engaging in a level of sensationalism or fear mongering, Friedman ultimately discusses with the reader a realistic approach to each of these threats and shows how further levels of collaboration/cooperation, within the construct of the globalized system as it currently exists, is ultimately able to defeat these threats. Although there are many salient aspects discussed within Friedman’s book, the reader can specifically relate his interpretation of the interconnected and rapidly changing nature of the current economic and political system that the fines the world as specifically cogent with regards to the 4P’s of marketing. Naturally, the 4P’s necessarily refer to price, place, promotion, and product. Within the construct of a globalized world that is increasingly dependent upon the way that each of these 4P’s is evidenced within given cultures/markets, it becomes apparent to the reader that such an understanding and application of Friedman’s worldview, illustrated within his book, is ultimately able to exponentially expand the approach to the individual might have with regards to these 4P’s. What is meant by this is the fact that the 4P’s of marketing are oftentimes taught within the construct of a specific geographic setting. For instance, when the student integrates with an understanding of price, promotion, product, and place, the economy is oftentimes understood within the realm of a centralized and rather self-contained unit. However, the reality of the fact is that the 4P’s exist well beyond whatever specific market might be engaged with; rather, they extend globally and impacts upon the way that a small firm in a distant geographic location can seek to engage with its consumers. Naturally, evidence of this is seen in the way that individuals within society partake in Internet shopping. Although this example has been used exhaustively, it is important to note the means by which individuals integrate with products. For instance, if an individual firm believes that it can integrate with the members within the community, it must be fully aware of the globalized and interconnected nature that the Internet can have upon overall business and sales. In such a way, no matter how attractive the campaign may be devised, a more attractive campaign may be exhibited within the Internet, a lower price may be exhibited within the Internet, or a more convenient “place” might be exhibited within the internet. In such a way, Friedman’s understanding of the necessity for continual integration of change within business necessarily spills over means by which individual firms and businesses must integrate differently with the 4P’s of marketing as they would have done in a previous era. In short, Freidman’s piece does not integrate any new and/or earth shattering understandings with regards to the way in which the business world works. Rather, Friedman helps to integrate and more complete appreciation for each of these determinants by underscoring the way that the current business environment interacts with itself in a greatly more complex manner than has ever before been realized. Further, as a means of drawing emphasis to this frenetic level of change, Friedman seeks to emphasize the increased role in the importance that continual evolution plays as a means of determining what firms/business entities will survive in which will wither and die. Rather than redefining the 4P’s or any other aspect of the business process and marketing schemes, Friedman instead chooses to focus the level of analysis based upon the changing dynamics that are exhibited within the current system. Read More