The Global Marketing Environment
Global marketing Environment is a complex term to explain because it is covering all the issues of world that are continuously changing. To explain the true present picture of the Environment it’s necessary to go through the most up-to-date literature and study the current changes. This chapter is giving the idea about the today’s marketing and changes & challenges of the sub environmental forces.
The changing behavior of customers and proliferation of new marketing channels setups the new issues in the business world. In international market competition it’s becoming harder and harder to maintain the life time relation with customers. Selling quality product and service in affordable price is not enough to gain the customer loyalty there are also many other dimensions of care. These all changes make profit secondary and modify organizations to customer-focused organizations and born the new theories and approaches.
Today’s marketing has come out with the circle of 4P’s (Product, Price, Place and Promotion) and in the broader sense it is taking as an organizational function. The modified form of marketing is to provide greater value to customer and develop and maintain a healthy relationship.
According to the American Marketing Association today’s Marketing is:
“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in way that benefit the organization and its stakeholders.”(Keefe, 2004)
The Intermediate and Macro Environment
The global marketing environment comprises the intermediate and the macro environment. The intermediate environment contains those factors which are semi-controllable through contracts and they will be categorized as suppliers, Distributors, facilitators and shareholders. For example in software industries the different vendors, application sellers, temporary specialist staffs and subcontractors etc are part of intermediate environment. The macro environment is made up of those factors and forces which are generally uncontrollable. (Lee, 2005)
For the Global strategic marketing planning to evaluate and investigate the threats, opportunities and for risk assessment usually organizations used the PESTLE analysis here PESTLE stands for Political, Economic, Social, Technological, Legal, and Environmental Factors. (These macro environmental forces are also shown in above figure). Mostly external auditor is used to audit the impact of these forces.
Some countries have more relaxed and easy polices for import and export.
Countries history of friendly relation and healthy business deals have also a positive impact in the future trades. Similarly if countries have better infrastructure for trading polices and legislations it also goes in the favor of the international traders. It helps to minimize the time and provide the secure dealings and especially newcomers feel comfortable to trade in such environment. With all these reasons the fresh literature tells us about the twelve factors involvement in the international trading.
In 2005 according to the Geri Clarke the HELPS FREDICT is a more complete framework for the international marketing environmental analysis.
H History F Financial
E Economic R Rules- International Trade
L Language E Environment
P Politics D Demographic
S Social I Infrastructure
Changes and Challenges
In 1998 article in the Economist Magazine Sums it up nicely:
“Marketing has become a complex art. Technology and trade have increased the potential for global brands. The fragmentation of audiences and rising costs of television and print advertising are making other media attractive. And direct marketing and the internet are rewriting all the marketing rules.”
55 years back, the television invention opens the new ways of the mass marketing and with the visual demonstration many local brand and now take the status of the world class brand. This technology changes the language of the advertising. In old age mostly people preferred to buy things from market search and mainly radio transmitted about the market affairs and new coming products. Then TV gave the new confidence to its viewers and globally advertised the real market position. The visual demonstration also teach the people and guide them correctly and it also answered the question that why they need and want this specific product. Now World Wide Web is taking the position of the TV and Similarly the Digital TV and the Smart mobile are writing the new rules of the marketing.
Today mobile and pager is the basic need of people and every one is in range just because of a small piece of technology. Here telecommunication was playing an important role. Now in the end of 20th century, the emergence of internet and telecommunication introduce m-commerce. First mobile companies simply provide an updates information like weather reports, games online information, latest movies and songs information etc just to provide better services and to satisfy customer. From that time the m-commerce became the part of our life and no one feel this addition of the new business technique, today banks and other financial services are also providing mobile commerce services and this tiny device has become the source of market transactions. This was the small overview of emergence of the technology.
On the other hand the destructive incidents like 9/11 and 7/7 etc. and other country wars (War against terrorism) are destroying the developed markets and the investors are feeling fear to invest money in these risky areas.
The customer buying behavior and its quality perception is also changing and now he is demanding the rich added value products and services. The multinational companies and chain store also create a strong competition globally and it’s becoming more difficult to retain a long term relation with existing customer.
However the last decade of the twentieth century bought major changes that redefine the role and concept of marketing. The rapid change of market made customer more sophisticated and value added demanding. Products/service development and management has changed radically, the internet and third party securities made more easy transactions and virtualized payment and distribution channels introduce new way to approach market (O’Connor, 2001).