Critical Reflection on Global Media Impact on Vietnam Marketing

This report critically reflects on the impact of global media on consumer behavior in Vietnam within the context of international marketing theories. It discusses how global media, including advertisements, films, and music videos, influences consumer purchasing decisions. The report highlights the evolution of media from traditional newspapers to modern social media platforms and their impact on increasing awareness and expanding market reach. It also examines the challenges and opportunities presented by global media in Vietnam, such as the need for culturally sensitive marketing strategies, the importance of building brand relationships, and the impact of legal and economic factors. The reflection incorporates personal observations and experiences, providing insights into the differences in negotiation styles, the role of metrics in evaluating market performance, and the societal and cultural effects of global media in Vietnam. It also touches upon the increasing integration of the government in development policies that motivate foreign companies and investors. The report concludes that international marketing, facilitated by global media, is crucial for expanding opportunities and enhancing economic development in Vietnam.

Running head: Theories of International Marketing 1
International Marketing
The impact of global media on Vietnam

Theories of International Marketing 2
Contents
Introduction......................................................................................................................................3
International Marketing Theoretical Concept..................................................................................3
Reflection.........................................................................................................................................5
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Theories of International Marketing 3
Introduction
International marketing is the concept of the multinational process of implementing and planning
the pricing, promotion and goods and services to build exchanges that satisfy the objectives of
the organization (Ngo, Alden, Hang and Dinh, 2009). The main aim of this assignment is to
emphasise the theory of international marketing so that the role of it in the development of the
country’s business can be understood. The discussion will be made on the impact of the global
media in the country of Vietnam. Global media is an effective tool that has the ability to connect
business as well as people from the different country in a quick way. The reflection will express
the personal experience of global media in the market of Vietnam in which the description of the
theory will be shown to show the effect of it over the country, society, people and business and
relationship between countries.
International Marketing Theoretical Concept
The impact of global media has been selected as the international marketing theoretical concept.
Global media is helpful for the people to get attracted towards purchasing the things because it
has become the medium of marketing. It has been analyzed that among key factors of
relationship marketing orientation trust and shared value had an effective impact on the customer
satisfaction (Nguyen, Nguyen and Barrett, 2008). Global media formulated in the nineteenth
century in which the use of newspapers and periodicals were written around significantly for the
audiences of domestic, which encompassed with the issue of the language to limit their potential
for export. At that time, the newspaper is the only global media system and the development and
expansion of capitalism motivated the development of the communication and new method of
transportation technologies to accelerate commercial interaction. After that in the 21st century,

Theories of International Marketing 4
global media encompasses the advertisement through different social media, TV, radio and
newspaper, films and music video that has the ability to impact the customer behavior towards
purchasing the products.
The impact of global media on the market of Vietnam is great as a number of people get efficient
knowledge regarding the particular product which is available globally. The advantages of global
media in marketing are defined below which will be helpful to get better understand g about the
concept of the international marketing in a significant manner (Onkvisit and Shaw, 2008).
Profitability through market expansion: it is one of the major advantages of global media that
helps the organization to increase the revenues. International marketing has considerably impact
that facilitate open up a large customer base which is huge to attain the greater margins of
profits. On the other hand, a small business can search marketing internationally is not effective
in the terms of cost. In such conditions, the use of global media is helpful in making the
procedure of the international marketing even more affordable. Today, customers are free to buy
products from all over the world via the internet.
Marketing opportunities due to product life cycle: the global media has another advantage of
making marketing opportunities because international marketing does not create the
opportunities but also helps in developing the new relationships. On the other hand, it will take
time to create long-term business relationships, these bonding never go miss. Global media
through advertising can connect people with things globally that make the lifetime connections
and thus the marketing team of any kind of business can relax their marketing efforts and appoint
brand advocates that facilitate create the reputation and amplify awareness in the relation of the
brand (O'Cass and Ngo, 2011).

Theories of International Marketing 5
Increase awareness: there are many examples of brand such as Jacuzzi, Fluffynutter, BMW and
many more that can reach their target maret through global media. Advertisement can influence
people to know about the information of new launched or existing products that enforce them to
buy things as per their needs and affordability. Awareness of people has been increased with the
help of the global media.

Theories of International Marketing 6
Reflection
I have observed in my country that before the reformation of the economic was performed, most
Vietnamese firms were unable to recognize the value of the brands and the branding. It was
considered as the general practice amongst firms to pursue practices of unbranded or the use of
the company’s name in the form of the brand to differentiate one product from others. On the
other hand, when the government of the company started its economy, various multinational
companies are entered Vietnam and commenced launching and promoting international brands.
This outcome is in shifting the Vietnamese shopping habits of the customer from purchasing
products to purchasing brands. Also, this activity motivated the firm of Vietnam to adopt the
practices of the brand, which resulted in the developing of various local brands like Miss Saigon
(perfume) and Yomilk (yogurt). Along with I have found that there are distinguishes between the
students of the America and Vietnam about how they feel about negotiations before they
negotiate to purchase items. I have observed that various kinds of metrics have been used to
evaluate the market performance in terms of customer, branding, channel and new product.
Metric is helpful in increasing the new product launches and the percent of products that are
successful. The metric user has an upper level of satisfaction and huge customer loyalty,
especially among new customers. Brand metrics are helpful in relating positively to brand
recognition and channel satisfaction (Wilson, Zeithaml, Bitner and Gremler, 2012).
I have observed that the global media have affected Vietnam because of the involvement of the
global media in the country enhances the opportunities of the business to get involved in the
international market. It helps to develop the economic situation in a positive way. Extensive
international exchanges based on the global economic development have also had an effective

Theories of International Marketing 7
influence on the field of the cultural. In Vietnam, intellectual property rights are not imposed and
it is general to search for patents, trademarks and brand names being stolen. In the absence of
correct rules, there is a number of companies in the country that are reluctant in creating the
initial move to generate their creative ideas and products because of the fear of being imitate
through the competitors.
In the context of the society, I have found that the society of Vietnam has not deep class division
as western society. In general, the impacts of the global media on Vietnamese society are great
and will carry on amplifying in the coming years (Nguyen Hau and Viet Ngo, 2012). According
to me, these are expected effects in the process of humankind history before real socialism. I
have noticed that collectivism ad emotions appeals were less taken to individual and rational
appeals respectively. In such condition, I have found the difference between age, gender and
price segments. Along with that I have observed that the women subjects desired more emotional
appeals whereas men favour a more rational approach. Vietnam is a high power distance
society, in such case use of coupons might not be an attractive way to motivate Vietnamese to
purchase products since such an act may show embarrassment or losing face (Wollenberg and
Thuong, 2014).
The selected theoretical concept of global media can affect the marketing strategy of the
Vietnam. I have found that the product designs and packaging have to be small in size because a
mass of the Vietnamese live in small area of houses and they do not have high income. People of
this country prefer to buy things in small quantities on a daily basis from small retailers, peddlers
and roadside stands (Bui et. al., 2012). According to me, it is happening because people of
Vietnam are not aware about other places and they do not have knowledge that they can buy
things in small quantity with high quality. I have observed that the prosperity of the economic is

Theories of International Marketing 8
mainly considered in the urban areas. With respect to global media in Vietnam, it has been found
that the interest rates are high in comparison of other countries and credit is not readily available.
These factors are made expensive investments and put pressure on small as well as medium size
businesses and make products expensive for common people. I noted that most Asian countries
global brands are able to charge a premium price since they are apparent to reflect quality
products. Since Vietnamese customers are value aware shoppers, desire to spend time and able to
bargain for the best price a flexible pricing policy is generally in trend in the market of Vietnam.
I observed that it is required for the business to focus on creating a good brand relationship with
customers. People in Vietnam prefer cash in comparison of credit cards for billing the system.
Global media will be helpful to focus on making good brand relationships with customers
(Figenschou, 2013). I have found that the legal system of Vietnam is not effective that is why the
global media will be helpful for the marketing the country to make people aware about product
guarantees, warranties and after-sales services.
The global media in Vietnam will be affected the businesses and the relationship between
countries. It has been discussed that the legal system is weak of this country and people are not
that much aware about the products and services at affordable services without going outside of
their house. The bonding between businesses can be strong due to global media because
advertisements will make them aware of the latest products and facilities in their country. I have
analyzed that the global brands do face competition that comes from domestic manufacturers and
substitutes. For instance, the companies related to pharmaceutical can face competition from
home-made remedies and herbal products since the medical system lacks modern equipment and
medicine as well not only in urban areas but also in the urban area. The global media such as
advertisement, video and another tool of social media will affect the customer behavior towards

Theories of International Marketing 9
purchasing the products and services. The relationship between countries would be strong due to
globalization by which Vietnam can improve the living standards and the economic system
efficiently after getting in touch with other effective countries (Mol, 2009).
If I talk about me and my future, I guess that the international marketing is thorough of
connecting companies from different countries. The global media facilitates me to explore new
things and knowledge regarding marketing so that one can bring change in their life and can live
standard life at affordable prices (Arsenault and Castells, 2008).
Yes, I see many opportunities as a consumer in my country that the global media facilitates
people of my country to connect with the latest technology and explore new things. The legal
system of my country can be strong due to an effective global media system. The strong
relationship between many businesses all around the world can be made due to globalization that
would be helpful to make the firm condition of the economy of my country. Vietnam is rising as
an effective market with its growing economy, accessibility of plentiful supply of labor force and
growing middle class (Herman and Chomsky, 2010). Even though, I have found that there is a
high integration of the government in the development policies that have permitted and
motivated foreign companies as well as investors to invest in the country so that they can
modernize the country and generate more competition driven export industries (Horten, 2011).

Theories of International Marketing 10
Conclusion
It can be concluded that the international marketing is helpful for the expansion of the
opportunities from country to country. The customer has the ability with the help of the
international marketing to buy products from virtually anywhere in the world by using the
internet, making market expansion by international marketing is a very helpful skill for
businesses to master. Yes, International marketing is good for the communities because the
strategies of the international marketing help communities to go beyond their list of the target
market. it would increase the opportunity for the local business to get internationalized without
going outside and investing in products and services. It has been analyzed that the technology
has become more advanced and many businesses are incentivized to sell their products as well as
services to abroad. It is apparent that operating a business on the global level will be helpful for
the company to increase the market share and decrease the costs.

Theories of International Marketing 11
References
Arsenault, A.H. and Castells, M., 2008. The structure and dynamics of global multi-media
business networks. International Journal of Communication, 2, p.43.
Bui, T.C., Markham, C.M., Ross, M.W., Williams, M.L., Beasley, R.P., Tran, L.T., Nguyen,
H.T. and Le, T.N., 2012. Perceived gender inequality, sexual communication self-efficacy, and
sexual behaviour among female undergraduate students in the Mekong Delta of Vietnam. Sexual
health, 9(4), pp.314-322.
Figenschou, T.U., 2013. Al Jazeera and the global media landscape: The South is talking back.
Routledge.
Herman, E.S. and Chomsky, N., 2010. Manufacturing consent: The political economy of the
mass media. Random House.
Horten, G., 2011. The mediatization of war: A comparison of the American and German media
coverage of the Vietnam and Iraq Wars. American Journalism, 28(4), pp.29-53.
Mol, A.P., 2009. Environmental governance through information: China and Vietnam. Singapore
Journal of Tropical Geography, 30(1), pp.114-129.

Theories of International Marketing 12
Ngo, A.D., Alden, D.L., Hang, N. and Dinh, N., 2009. Developing and launching the
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Nguyen Hau, L. and Viet Ngo, L., 2012. Relationship marketing in Vietnam: An empirical study.
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Onkvisit, S. and Shaw, J., 2008. International marketing: strategy and theory. Routledge.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing:
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