Multiple Chapters on "Marketing Management Marketing Is so Ingrained"

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[EXCERPT] . . . .

Marketing Management

Marketing is so ingrained in the modern way of life we almost do not notice it -- yet we are all ingrained and enraptured by its very power and existence. It has evolved so that contemporary professionals have choices in their approach to a large, global (geocentric) model, or still prefer to focus on a region, single area, or single group (ethnocentric, regiocentric). There are numerous advantages and disadvantages in each approach, but certainly manufacturers of products such as long-range radios can see the need to treat their business globally. Finally, I is important to note that the United States, who for so long led the world in marketing, has changed in its approach to service and manufacturing, and therefore its approach to low- or high-context culture.

Marketing is so ingrained in the modern way of life we almost do not notice it -- yet we are all ingrained and enraptured by its very power and existence. Marketing is the process of creating consumer value in the form of goods, services, or ideas that can improve the consumer's life. Marketing is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively and profitably. Since consumers and business buyers face an abundance of suppliers seeking to satisfy their every need, companies and nonprofit organizations cannot survive today by simply doing a good job. They must do an excellent job if they are to remain in the increasingly competitive global marketplace. This is what we say that survival of the fittest. Many studies have demonstrated that the key to profitable performance is to know and satisfy target customers with competitively superior offers. This process takes place today in an increasingly global, technical, and competitive environment (Drummond and Ensor, 2005). Marketing, in fact, has a various roles in a firm or business; it connects the business with its target market, it provides the major link between the business and its customers; as marketing focuses on the needs and wants of customers, it gives a business direction and help it to manage in a changing environment.; it provides the information the business needs in order to change direction or adjust its tactics by providing new products or changing existing products; and marketing helps to coordinate how a business can best use its resources to satisfy customers and achieve profit targets, yet the marketing plan can actually be seen as the 'blueprint' for a business's future success (Keegan and Green, 2010, intro).

Part 1 -- Within the field of marketing and management, there are of course a number of varied approaches to problem solving, world view, and even the overall view of the process of manufacturing and delivery to the customer. Each individual theory becomes a template in its own right, contributing to different ways of business operations. Below we see some of the major orientations and their uses. Each uses as particular approach, or marketing paradigm, to define and map out their particular worldview:

Ethnocentric Marketing -- This view is more psychological and focused on ethnocentrism. It holds that individual groups view themselves as separate and have unique purchasing patterns. This can be extended, in some cases, to looking at any product from the outside, depending on how that is perceived, as being external, and therefore, inferior (Balabanis, et.al., 2001).

Polycentric Marketing -- or global marketing, has been an evolutionary path over the past few decades. The market may be global, but the template still holds that individual countries are unique, and require a unique approach to their particular market needs (Kotabe and Helsen, 2004).

Regiocentric Marketing -- Looks at the global world as more than one market place. This approach staffs, advertises, and tweaks towards the particular regional culture. The basis of the marketing segment can be political, social, or even economic and transcends local differences for at least a more robust, and therefore, cost-effective, approach. (Ibid).

Geocentric Marketing -- This is true global marketing; the world is perceived as a single, large market -- in which certain products are homogenous, or services interchangeable regardless of cultural affinities, economic structure, political divisions, or past issues with countries of manufacture. This view holds that every person "wants and needs certain similar things (Paul, 2007).

Tenet

Basic Thesis

Behavior

Example

Ethnocentric

Group is superior to others, anything from the outside is inferior.

Making purchasing decisions based on political, social, and cultural mores.

Refusing to buy an automobile that is not U.S. made.

Polycentric

Individual country's domestic market holds equal importance; unique approaches to individual areas.

Approaches the product or service as if everyone globally wants/needs that service or product. Often results in higher end cost to consumers.

Automobile manufacturers who adapt models for country specific needs.

Regiocentric

Looks for cultural or political similarities and attempts to capitalize on those.

Regional is broader than local; the EU for instance, or SE Asia.

Pepsi and Coca-Cola both cater to regional needs; spellings, types of container, etc.

Geocentric

The globe is a market; individual differences do not matter.

Caters to lower costs, but a more cookie-cutter approach to marketing globally.

McDonalds, Pizza Hut, etc. try to bring the world together with a common product line.

Part 2 -- a decade prior, the question of whether to enter into a global market with a long-range radio would have been moot -- the answer would have been, as quickly as possible. In the contemporary world, however, the decision is not so easy. We now live in a computerized, Internet based, society based on the paradigm of globalism. The concept of globalization in economic and cultural development is a reality for the 21st century. The Internet and advances in telecommunication has made it easy to do business with any country in the world, to increase cultural and social contact, and to extend more timely communication between individuals. Similarly, the end of the Cold War signaled a different type of realignment of nations -- rather than East West philosophically dividing the world, global cultures are now looking to trade and economic growth to change the pattern of their own structures. The developing world, able to see and hear news and entertainment from the developed world, wants to change. This change resulted in a new and different paradigm for marketing research -- not only in the collection of data (the means), but the review and interpretation of data based on a citizenry that may not be as marketing sophisticated as those in the first world (Keegan & Green, 2010). Many of the places that might have been prime targets for long-range radio are now able to use the Internet via Satellite. However, this said, there are still a large number of places that have limited cell phone and Internet coverage, and a long-range radio would keep such a population in touch. Prior to embarking on a global program, however, I would encourage the client to do a thorough marketing research study that would specifically focus on usage patterns and data, and see if there are enough areas without Cellphone or Internet service, that would use and be able to afford such equipment. For Western international travelers, something of this sort would be quite usable and positive, whether there is a global market for it depends on the goals and manufacturing statistics from the individual manufacturer.

Part 3 -- High and low context culture is an anthropological term that refers to the individual culture's tendency to use certain messages in routine communication. The theory is that the type of messages used will translate into an overall cultural paradigm that will cater to certain groups, therefore certain products and messages. Words, word choice, and contextual messages are what really define the range within a culture, and rather than micro, or individual templates, should be seen… READ MORE

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