International Marketing Report: Globalization and its Impact

This report provides a detailed analysis of international marketing, covering its importance, historical context, and the evolution of globalization. It delves into the major issues confronting international marketing in the 21st century, such as the impact of technology and the challenges of balancing global strategies with local considerations. The report also explores the paradoxes of globalization, including the tension between global integration and local identity, as well as the ethical implications of international business practices. Furthermore, the report examines the economic, social, and environmental consequences of globalization, offering insights into the complexities and opportunities that arise in the global marketplace. By examining these aspects, the report aims to provide a comprehensive understanding of the current state and future of international marketing.

International Marketing

Table of Contents
Assignment......................................................................................................................................1
1. Importance of studying international marketing................................................................1
2. Historical reasons for the advent and expansion of globalization......................................1
3. The major issues in globalization in the 21st century.........................................................2
4. Paradoxes of globalization and its importance...................................................................2
REFERENCES................................................................................................................................3

Assignment
1. Importance of studying international marketing
The activities of marketing which are designed to plan, price, promote and direct the
exchange of goods to the consumers of other countries is termed as international marketing. This
is done for the sake of the benefit and to connect with more number of people. In this era, it
becomes a necessity for every organisation to globalize its business structure to beat the
competitors.
It is also done to satisfy the needs of global consumer. This trading is a bit complex.
Hence, it is very important to understand international marketing techniques to gain advantage.
One has to expand its business internationally to boost up the brand reputation. This also helps to
open the doors for other opportunities.
One should have a proper understanding of means of communication in the international
market to expand the business. Knowledge and understanding of foreign culture is important
since it influences the buying capacity of the consumers (Papadopoulos and Heslop, 2014).
One has to make healthy relationships with the retailers and wholesalers over there to
have a profit. The study of international marketing helps to understand all these aspects.
2. Historical reasons for the advent and expansion of globalization
To expand the business across the various regions of the globe is termed as globalization.
In this era, to beat the competitors, all are trying to do this. It is not a new concept since it has
evolved and mutated over the centuries.
Archaic globalization is the earliest type of globalization where western states adapted
the principles of east to enhance the relationships. This served as a tool for global connections
and trade.
Early or proto-globalization was introduced by A.G. Hopkins and Christopher Bayly to
increase the trade links and the cultural exchange. East India Company trade arrangement was
done during this period.
The evolution of triangular trade had made it possible for the European countries to take
the advantage of Western Hemisphere resources (Eteokleous, Katsikeas, and Leonidou, 2016).
Looking at the advantages due to all these factors, globalization is expanded till today.
With the help of advanced and online techniques, all are doing this to connect with more number
of people. New transportation technologies and industry military technologies are adopted for the
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same. Industrial revolutions form the basic part of globalization at present. With the help of
affordable aviation facilities, all are taking advantage of it.
3. The major issues in globalization in the 21st century
In this era, everyone turn around the globalization to earn more profit in the business.
With the help of advanced technologies, the information transfer becomes much easier. Online
services such as Facebook, blogs etc. helps the managers to track the views of the people about
the product and to do the changes as per their requirement to satisfy them.
Though this serves as an advantage, many conflicts may arise because of this
technology. Since everyone is accessible to the internet they can spread the information which is
harmful for the sake of the community. With the help of adequate technique, this should be
stopped. Today, the transportation cost is affordable (Skarmeas, Zeriti and Baltas, 2016). This is
serving as an advantage to sell the goods outside the territory.
Transactions can also be done from anywhere in the couple of seconds. But, it has
negative impact on the environment, since more energy consumption is there. One has to take
care of this by using renewable resources. It is helpful in connection the people of various
nations.
4. Paradoxes of globalization and its importance
Globalization is adopted by the organisations for the sake of benefit. But it has many
contradictory factors also. Since common interests are shared with the help of this, it gives
sparks to the competition (Wu and Naidoo, 2016).
For the similar kinds of products, the industries are competing. Government has to track
the scenario at regular intervals to diminish the conflicts. Individuals are trying to maintain or set
their own identity in the market. This way, the localisation is taking place. One has to keep in
mind the extent of doing any task.
With globalization, some organisations are now becoming larger than the government
and they try to bypass the rules and laws of the government. With the help of proper education
and training, this can be avoided. Effective communication must be there for this. Due to this,
lower shopkeepers are driven out of the business. This is the cause of high level unemployment.
One has to take care of all these paradoxes to make a brand image (Demangeot, Broderick and
Craig, 2015).
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REFERENCES
Demangeot, C., Broderick, A.J. and Craig, C.S., 2015. Multicultural marketplaces: New territory
for international marketing and consumer research. International Marketing
Review. 32(2).pp.118-140.
Eteokleous, P.P., Katsikeas, C.S. and Leonidou, L.C., 2016. Review of research on csr in
international marketing: 1993–2013. In Let’s Get Engaged! Crossing the Threshold of
Marketing’s Engagement Era (pp. 683-684). Springer, Cham.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing. 24(1).pp.22-40.
Wu, T. and Naidoo, V., 2016. The Role of International Marketing in Higher Education.
In International Marketing of Higher Education (pp. 3-9). Palgrave Macmillan, New
York.
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