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Globalisation and Marketing Perception. A Research Project Title : Globalisation and Marketing Perception

   

Added on  2021-02-20

24 Pages6197 Words291 Views
Research Project

Table of ContentsTitle : Globalisation and marketing perception...............................................................................4INTRODUCTION...........................................................................................................................4Background study.......................................................................................................................4LITERATURE REVIEW................................................................................................................5Theme 1: Identify M&S consumers exposed to the different marketing techniques..................5Theme 2: Identify the concept of globalisation in the context of marketing..............................7RESEARCH METHODOLOGY.....................................................................................................9RESULT .......................................................................................................................................13DISCUSSION................................................................................................................................20CONCLUSION..............................................................................................................................21Recommendation......................................................................................................................21REFERENCES..............................................................................................................................24

Title : Globalisation and marketing perception.INTRODUCTIONGlobalisation is the process of interaction and integration among people, companies andgovernment worldwide. In the complex environment, globalisation involve goods and servicesand the economic resources of capital, technology and data. On the other hand, Marketingactivities of the company affect the customer preferences and decision making process. In thatmanner, consumers plays a most important role in searching for information of the product orservices. Present research will exactly base on the topic of marketing and its effectiveness oncustomer preference and decision making process. Further in this study will be cover theliterature review and research methodology in the context of the research aims and objectives.Background The purpose of this study is to investigate the effectiveness of marketing activities impactthe consumer preferences (Shizha and Diallo, 2016). In other words, present study will analysethe efforts which influence customers towards the company services. In the perspective of thecustomers it can help to determine the goals and objectives to be more creative and challenging.However, the present study background is all about the methods and goals in order to manage theoutcomes accordingly effective. Study base on the case of study of M&S which is an Britishmultinational retailer company which is an important and more effectively performed in aneffective manner. M&S deals with the products like clothing, home furnishing items, footwearetc (Steiner, 2016). Marketing globalisation is a synergetic is a synergistic term combining thepromotion. Understanding consumer needs within target countries helps formerly to grow thebusiness growth and opportunity goals. Background studyAim: To investigate the effectiveness of the M&S marketing on consumer preference. A casestudy base on Marks & Spencer. Objectives:Identify M&S consumers exposed to the different marketing techniques.

Collect quantitative data by the use of close-ended questionnaire. Use statistics for the analysis of the collected quantitative data. Draw a valid conclusion and reflect on the effectiveness of research methods. Research questionQ. How M&S customers exposed to the different marketing techniques ?Q. How the closed ended questionnaire will be helpful to collect quantitative data ?Q. How quantitative data will be collected through statistics ?Q. What are the valid and applicable conclusion and reflection on the effectiveness of researchmethods ?LITERATURE REVIEWTheme 1: Identify M&S consumers exposed to the different marketing techniques.According to the view of “Boone & et.al., (2018)” Marks and Spencer (M&S) company usesvarious marketing techniques which affect the consumers in many ways. Company is usingvarious marketing technologies which affect the consumers and their perception. Digitalmarketing has the capability to create a brand for the company. It helps in creating of awarenessabout the company, its brand and its products. Company is using social media and onlineadvertising techniques. In today's time, various computer and mobile devices are being used byyouth consumers for the knowledge of products which they desire to buy. By these technologies,customers are able to quickly get to know about this. Thus, company is targeting youthcustomers by posting and advertising about its products and services on social media sites andonline video platforms where customers can see it and make perception toward its. Like this,digital marketing techniques help Company to create a very powerful brand image which is highdegree of recall in customers' mind. Along with this, Company is spreading right content aboutits products to the customers and when they give a try to consume it. They feel like its promising

enough in the context of quality and price. This lead to mouth of words which create moreawareness about the brand. Like this, digital marketing can be helpful in creation of strong brandif company is using it in corrective and systematic manner. It also influence customers to usethese technologies in order to get to know more about the company and its products. As citied by“Beudaert, Gorge & Herbert, (2017)” in the contrast, there are some customers who don't believein the effectiveness of the marketing technologies. According to these customers, due tomarketing technologies, there is lack of personalization as their preferences and interests arebeing left. They believe that personal interaction between customers and company's salesman arebest which is decreasing now a days due to much more attention are being given to the marketingactivities through technologies. Salesman used to sell the products according to the needs of thecustomers but due to marketing technologies, when customers goes to the company's site andfind nothing according to their needs and interests, it makes them disappointed and they switchthemselves from M&S brand to another brands. In addition to this illustrated by “Licsandru &Cui, (2019)” due to easily access to these marketing technologies, there are various companieswhose are spreading wrong news about M&S Company which lead customers to easily trust onthem, which can be harmful for the image of company and customers can switch to anotherbrand. Like this, by using of same techniques, there are various amount of advertising availablewhich appears on websites and social media sites and these are affecting the perceptions ofcustomers toward the company as customers are not able to differentiate between right andwrong contents. Along with this, another impact of marketing techniques on customers are thereare various information related to the customers are being recorded by the organization on theirsystem which is considered to be avoidance of privacy. This also affect the brand image of thecompany too.

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