Marketing Management: Article Reviews on Global Marketing Strategies

This report presents a review of two articles related to marketing management. The first article focuses on global marketing trends, emphasizing the importance of customer satisfaction, competitive advantage, and building a loyal customer base. It highlights how businesses should prioritize client needs and leverage their clients as promoters. The second article examines ethical issues in marketing, specifically concerning the tobacco industry's use of social media to attract younger generations. It discusses the impact of social media on consumer behavior and the importance of corporate social responsibility. The report emphasizes the need for ethical considerations and responsible marketing practices, particularly in industries with potentially harmful products.

Running head: MARKETING MANAGEMENT – ARTICLE REVIEWS
MARKETING MANAGEMENT – ARTICLE REVIEWS
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1MARKETING MANAGEMENT – ARTICLE REVIEWS
Table of Contents
Article #1.............................................................................................................................2
Article #2.............................................................................................................................3
References............................................................................................................................5

2MARKETING MANAGEMENT – ARTICLE REVIEWS
Article #1
The marketing trends highlighted in the article refer to the trends that are maintained
within the by the business organization operative in the international markets. The given article
highlights the major trends that are presented within the global markets. The article discusses the
inbound techniques of marketing that are related to the global operations of the organization in
discussion. The article argues the fact that the business organizations should be advised to treat
the clients of the organization to be the greatest promoters of the business (Decker, 2019). This
would be possible by providing the clientele with the necessary and proper services and the
products. The companies are further advised to place high emphasize on the issues related to the
services that are provided to the clients of the organization. The team that is employed within the
organization should be trained in a proper manner in order to deal with the issues that are raised
by the clientele of the organization. This would help in the overall development of the goodwill
of the concerned business organization (Cantele & Zardini, 2018). The development of the
goodwill of the company is observed to be assisting in the increase in the development of the
competitive advantage of the company as well.
The client satisfaction is one of the major issues that have been affecting the overall
performance of the organization in the international markets. The lack of the client satisfaction
within the given markets is observed to be leading to the lowering of the competitive advantage
of the concerned company. The companies that have been active within the international markets
tend to be majorly focusing on the needs of the clients along with the other issues that are
presented by the external environments wherein the company has been functional. The
concerned company might take steps in the maintenance of the loyal client base as well as attract
the concerned potential clientele towards the company (Cossío-Silva et al., 2016). This in turn
helps in the development of the revenue within the company as well as the improvement of the
economic conditions of the company as well. The proper marketing trends that are discussed
within the article tend to help in development of the overall performance of the company in the
given company. The managerial issues that are highlighted within the given article is observed to
be extremely helpful in the overall performances of the concerned company in the international
markets.

3MARKETING MANAGEMENT – ARTICLE REVIEWS
The issues that have been highlighted above are known to have a greater impact on the
overall performance of the concerned company in the given international markets. The issues of
the loyal and strong client bases are known to have been highly effective in the overall
development of the organizational success within the given international markets. the business
organizations should be advised to treat the clients of the organization to be the greatest
promoters of the business (Saeidi et al., 2015). This would be possible by providing the clientele
with the necessary services and products. The clients of the organization might be helpful in the
developing a proper competitive advantage of the organization in the given international
markets. The companies that have been active within the international markets tend to be majorly
focusing on the needs of the clients along with the other issues that are presented by the external
environments wherein the company has been functional (Bhat & Darzi, 2016). This in turn helps
in the development of the revenue within the company as well as the improvement of the
economic conditions of the company as well.
Article #2
The article in discussion helps in the discussion on the issues that are related to the
attraction of the target clientele to the products manufactured by the company. The article
highlights the various ethical issues that are highlighted due to the attraction as well as the
maintenance of the younger generation as the potential clientele of a concern that deals with the
smoking activities (Kozinets, 2019). The article highlights the fact that the tobacco companies
tend to attract the younger generation as the major clients of the organization through the
conduction of the various events that are sponsored by the concerned organizations. The
companies are observed to develop the proper conditions wherein the younger generations are
attracted to the various events that are organized by the companies that have been dealing with
sale on the tobacco. The article discusses that issues that deal with the attraction of the other
younger members of the society who have been following the updates of the influencers over the
various social media platforms (Parveen, Jaafar & Ainin, 2015). This in turn leads to the ethical
and the social issues like the increase in the number of people who are observed to have smoking
habits thereby increasing the percentage of the smokers within the society as well.
The article majorly discusses the influence of the social media over the people and the
potential clientele of the organizations. The issues that have been highlighted within the given

4MARKETING MANAGEMENT – ARTICLE REVIEWS
article refer to the misuse of the social media in the matters that are related to the promotion of
the products and the services as well as the attraction of the potential clientele of the organization
towards the consumption or the availing of the concerned products and services that are
presented by the concerned organization in the international markets (Kiráľová & Pavlíčeka,
2015). The article further hints at the lack of the proper corporate social responsibility on the part
of the companies that have been dealing in the tobacco and the other related products that are
marketed by the concerned business organization. The lack of the maintenance of the corporate
social responsibility on the part of the concerned organization might lead to the conditions
wherein the company might lose on the competitive advantage that is enjoyed by the concerned
business entity in the international markets as well. The companies might also be advised to deal
with the establishment of the proper communication within the given markets as that would help
the concerned organizations to deal in the matters that would inspire the youth to take part in the
various constructive events as well as help in the development of a proper social environment
(He et al., 2015). This in turn would help the company to demonstrate itself as one of the
responsible business entities that have been operating within the international markets.
The major issue that has been highlighted in the given article refers to the issue of using
the social media in the development of the social conditions wherein the company has been
operating. The communication among the stakeholders of the company helps in the
determination of the competitive advantage that is maintained by the companies in the given
international markets. The social media is observed to be a popular tool that is used by the
companies to reach out to the large masses of the potential clientele (Kim et al., 2015). However,
there exist companies that deal with products that prove to be fatal in case of higher amount of
consumptions. The companies are advised to use social media to convey the harmful nature of
the products as well.

5MARKETING MANAGEMENT – ARTICLE REVIEWS
References
Bhat, S. A., & Darzi, M. A. (2016). Customer relationship management: An approach to
competitive advantage in the banking sector by exploring the mediational role of
loyalty. International Journal of Bank Marketing, 34(3), 388-410. Retrieved from DOI:
10.1108/IJBM-11-2014-0160
Cantele, S., & Zardini, A. (2018). Is sustainability a competitive advantage for small businesses?
An empirical analysis of possible mediators in the sustainability–financial performance
relationship. Journal of cleaner production, 182, 166-176. Retrieved from DOI:
10.1016/j.jclepro.2018.02.016
Cossío-Silva, F. J., Revilla-Camacho, M. Á., Vega-Vázquez, M., & Palacios-Florencio, B.
(2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5),
1621-1625.Retrieved from DOI: 10.1016/j.jbusres.2015.10.028
Decker, A. (2019). The Ultimate Guide to Marketing Trends in 2019. Retrieved 24 August 2019,
from https://blog.hubspot.com/marketing/marketing-trends
He, W., Wu, H., Yan, G., Akula, V., & Shen, J. (2015). A novel social media competitive
analytics framework with sentiment benchmarks. Information & Management, 52(7),
801-812. Retrieved from DOI: 10.1016/j.im.2015.04.006
Kim, S., Koh, Y., Cha, J., & Lee, S. (2015). Effects of social media on firm value for US
restaurant companies. International Journal of Hospitality Management, 49, 40-46.
Retrieved from DOI: 10.1016/j.ijhm.2015.05.006
Kiráľová, A., & Pavlíčeka, A. (2015). Development of social media strategies in tourism
destination. Procedia-Social and Behavioral Sciences, 175, 358-366. Retrieved from
DOI: 10.1016/j.sbspro.2015.01.1211
Kozinets, R. (2019). How social media is helping Big Tobacco hook a new generation of
smokers. Retrieved 24 August 2019, from https://theconversation.com/how-social-media-
is-helping-big-tobacco-hook-a-new-generation-of-smokers-112911

6MARKETING MANAGEMENT – ARTICLE REVIEWS
Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational
performance: Reflections of Malaysian social media managers. Telematics and
Informatics, 32(1), 67-78. Retrieved from DOI: 10.1016/j.tele.2014.03.001
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate
social responsibility contribute to firm financial performance? The mediating role of
competitive advantage, reputation, and customer satisfaction. Journal of business
research, 68(2), 341-350. Retrieved from DOI: 10.1016/j.jbusres.2014.06.024