Globalisation opportunities and challenges in marketing

Communication & Technology Sara Heimolinna

Agenda
Introduction Paradigm shift in Marketing Globalisation & Marketing Multi-channel communication dilemma Communication & Technology

Conclusion
Bibliography & Sources
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How to achieve and maintain a competitive advantage in global markets?

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Sara Heimolinna

Paradigm shift in Marketing

Worldwide growth of Internet use

Masses & New Customers

Valuable customer relationships

1960
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1980
Sara Heimolinna

2000

Globalisation & Marketing

Global vs. Local Adaptation vs. Standardisation

Big vs. Small

Centralised vs. Decentralised Stable vs. Dynamic
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Multi-channel communication dilemmacompanies have separate Customers prefer to channelbut

hop channels
Retail stores
Sees an item in the catalog Gets additional information on the internet

Catalog

Internet

Call Center

Orders item in the retail store

Receives order conformation by e-mail

Checks delivery status at the call center

Receives delivery by mail

Channels are often separated with limited integration Sometimes channels carry different brands/product lines No shared customer history/information No linkage between inventory and logistics
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Communication & Technology

Compressed time/space Development of communication & technology; convenience, anytime & anywhere Emergence of new medias and channels Quickly changing consumer habits and trends
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Communication & Technology

Increased importance of customer service Global, demanding customers vs. Local, uninformed customers Unlimited information & choice: -competitors -choice overload challenge
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Conclusion
Everything is about understanding and coping with unexpected Be tech-savvy: find experts, consult people in the know Create a dialogue and a relationship with your customers

Be alert to adapt your strategies to new expectations of communication and technology

Listen to your customers!

Sara Heimolinna

23.5.2012

Thank you!
Dankeschn!

Bibliography & Sources

Global marketing : a decision-oriented approach; S. Hollensen; Pearson Education 2011 Marketing does not imply Homogenization; N. Hollis; Marketing News; September 2010 Special Issue on Globalization and Its Challenges to Marketing; B. Oumlil, C. P. Rao; Journal of Marketing Theory & Practice; Fall 2005 Globalization demands new marketing skills; J. A. Caslione; Vol. 37, Issue 14; Marketing News 2003 Prepare for the Third Age; K. Sheehan; Marketing News; January 2007 Globalisation: Challenges and Opportunities; S. Monsod; CAPWIP 2000 Globalisation: Opportunities and Challenges; Meeting the Challenges in an Era of Globalisation by Strengthening Resgional Development Cooperation; Macroeconomic Policy and Development Division; UNESCAP Publications 2004 A White Paper: What is Globalisation?; J. D. Park; B2B International 2003 Marketing does not imply Homogenization; N. Hollis; Marketing News; September 2010 Pictures from Google Image search & company information from company websites

International marketing; P. R. Cateora, J. L. Graham; McGraw-Hill/Irwin, 2008

Principles of marketing; P. Kotler; G. Armstrong; Pearson 2010 International Direct Marketing; M. Krafft, J. Hesse, J. Hfling, K. Peters, D. Rinas; Springer 2007 Marketing 2.0 - Strategies for Closer Customer Relationships, G. Corbae, J. B. Jensen, D. Schneider, Springer 2001 Global Marketing and Advertising - Understanding Cultural Paradoxes; M. de Mooij; Sage 2005 Making Globalisation Work; J. Stiglitz; Penguin Books 2006 Strategic International Management; D. Morschett, H. Schramm-Klein, J. Zentes; Gabler 2012