Report on Leadership and Mobility in Transnational Marketing

This report delves into the realm of transnational marketing, exploring the critical leadership competencies required for success in a globalized marketplace. It highlights the challenges faced by transnational marketing leaders, including cultural differences and technological complexities, and emphasizes the importance of self-awareness, mental agility, and behavioral skills. The report also examines the role of mobility in transactional marketing, discussing how it contributes to sales efficiency and customer relationship management. It contrasts transactional marketing with relationship marketing and analyzes how mobility facilitates communication and enhances brand loyalty. The report references key sources to support its findings and provides a comprehensive overview of the subject matter.

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LEADERSHIP MARKETING
INSTITUTIONAL AFFILIATION(S)
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STUDENT NAME

1. What are some leadership competencies may be related to transnational marketing?
Although there are many similarities between global and domestic leaders, but still global
leaders are seen facing more challenges like language, mindset of different culture people,
and difference in background. Thus developing competency among leaders related to
transnational marketing is very important. Challenges faced by transnational marketing
leaders usually comprises of ones that are related to technology and complex nature of work
under different situations. They are also entitled to manage gaps between rich and poor by
adapting flexible and adjusting nature in their work culture (Guetz, 2015).
Out of various types of leadership competencies related to transnational marketing, three of
the most important of them comprises of developing fundamental characteristics out of them.
Ones which are also denoted as centre of global leadership competency include personal
transformation and self awareness. Secondly, mental character of leader to manage issues by
guiding and concreting actions, relates to desire of mental characteristic of leaders who can
perform their work after optimising maximum resources. Other than this they are also self
consistent, empathically strong and possess judgment skills. They are also entitled to
motivate other employees working under international environment and accepting the
complexity of working with different cultures. Thirdly, aspiration of behavioural competency
among transnational marketing leaders is also found that relates to the quality of leaders
recounting social networking skills and knowledge. Here tangible knowledge and explicit
skills are considered in order to provide visible results. Applying a framework of competency
by emphasising more on education and assessment is desired to accelerate special types of
transnational markets (Jokinen, 2004).

2. How does mobility contribute to transactional marketing as a factor?
Business strategy that focuses on single “point of sale” connections to emphasise on
maximising efficiency and volume by selling products to individuals rather than building
relationship with the buyers in called transactional marketing. These kinds of marketing
strategy are depended on 4 P’s principles which are: Product, Pricing, Placement and
Promotion (TechTarget, 2014). This kind of marketing strategy has proved to be expensive
but provides benefits in long run. These kind of marketing require developing individual sales
approach for which mobility contributes as an important factor.
Since customers nowadays are highly depended on marketing strategies, creating buyer and
seller relationship has become very significant. Transactional marketing lacks maintaining
strong relationship with its customers and thus demands more flexible approach which can be
fulfilled after involving mobility in its transactions. Creating brand loyalty among customers
has also become focal point of many organisations. Thus two-way communication is
facilitated by bigger companies through relationship management teams. With the growing
technology and internet availability, bringing mobility in relationship management to
increase sales through transactional marketing has become easier than before allowing
companies to monitor customers demand and issues that can help in improving their brand. In
transactional marketing, companies targets in making quick sales without wasting time on
customer relationships and thus giving discounts and other benefits becomes mandatory. If
mobility in business is applied it becomes tempting for other resources to invest in the
business. However cost of making new customers becomes higher since penetrating in newer
market is always costlier (Castro, 2015)

References:
Castro, J. (2015, 09 04). Relationship Marketing vs. Transactional Marketing: A Biased
Discussion. Retrieved from
https://www.multiversemediagroup.com/marketing-tips/relationship-marketing-vs-
transactional-marketing-a-biased-discussion/
Guetz, I. A. (2015, 06). Transnational Strategy Shift: The Importance of Cultural Awareness.
Retrieved from
https://pdfs.semanticscholar.org/958e/4742d8e940cac950ecc9ec3fae3e290de749.pdf
Jokinen, T. (2004). Global leadership competencies: a review and discussion. Retrieved from
http://citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.457.4572&rep=rep1&type=pdf
TechTarget. (2014). Relationship Marketing. Retrieved from
http://searchcrm.techtarget.com/definition/relationship-marketing