Global and Domestic Marketing
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External environmental factors can have effects ranging from minimal to profound on both global and domestic marketing. In the case of ecological, or ôgreenö marketing, for example, consumer concern over ecological issues has forced manufacturers to change their packaging and other aspects of marketing to appease concerns and appeal to ecological interests. Green concerns affect both global and domestic marketing, because the issues tend to occur across both markets. An example is the tuna fishing industry. Due to driftnet methods that used to be used for catching tuna, dolphins were often caught and killed by accident. Consumer concern over this problem was so great that many people just stopped eating tuna until tuna manufacturers modified their fishing techniques. In a similar move, ôMcDonald's replaced its clam shell packaging with waxed paper because of increased consumer concern relating to polystyrene production and Ozone depletionö (Polonsky). However, as McDonaldÆs found out, modifying products due to increased consumer concern reflects a risk that consumersÆ perceptions may not always be correct. The waxed paper that replaced their clam shell packaging was subsequently the object of further scientific debate, in which some scientific evidence suggests that the polystyrene clam shell packaging was actually less environmentally harmful when viewed from a cradle-to-grave perspective. ôIf this is the case McDonald's bowed to
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t example is that of shopping leader QVC, which started out as just a shopping channel. Since show hosts could only demonstrate a limited number of products per day, however, in 1996, QVC got the idea of expanding into an Internet business where customers could browse online at their iQVC web site for a much larger selection of products. The move to Internet marketing meant that QVC marketed the majority of its products online and they never appeared on television at all. The strategy produced a quantum leap in QVCÆs business, spurring development of a technologically elegant system of warehousing and shipping the items as well. iQVC turned a profit after only three months, made $97 million in profits by the year 2000, and has enjoyed ever-increasing sales each year since then (ôRetail Web Sites that Profitö).
Business ethics may seem like an unlikely environmental factor, but it can have a significant effect on a companyÆs marketing decisions, both at home and abroad. Many companiesÆ ad campaigns are based on misleading information that skates dangerously close to fraud. A company that resolves to make only ethical business decisions will have different ad campaigns than one that is not concerned about ethics. An example o
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Snickers Britain, Paper External, Polonsky McDonaldÆs, Blockbuster Video, Blockbuster Internet, Forristal P&GÆs, Proctor Gamble, Profitö Business, Retrieved August, Trans Fatsö, consumer concern, retrieved august, trans fats, global domestic marketing, clam shell, heart disease, trans fatty, shell packaging, fatty acids, trans fatty acids, global domestic, domestic marketing, clam shell packaging, retrieved august 3, retrieved august 2,
Approximate Word count = 1357
Approximate Pages = 5 (250 words per page)
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