hat is global communications?

We live in a world that has a number of alternate communications infrastructures in place, many of which are global in nature. While the Internet is the most pervasive and recent of all global communications solutions, other older systems such as international mail and telephony have also played a huge role in bringing the world together. The very nature of global communication is one of the driving factors behind globalization, and as the technology that drives these changes gets smaller and more efficient -- international communication gets easier and faster.

The path from traditional postage to global wireless connectivity has been long, however recent developments have shown that it is exponential in nature. With traditional paper based postage, it takes a long time for a message to get through to its destination, and this was the way that international communication happened for a long time. This situation evolved when the first ever telegraphy and telephony systems were developed and put to use. The introduction of the telephone (apart from being of vital importance in its own right) also led to developments in what was to become the biggest international communications infrastructure the world has ever seen -- the Internet.

The Internet is a global network of interconnected computers, which is also becoming integrated into mobile phones, digital assistants and mobile gaming devices. The Internet is a vital part of the communications solution for many individuals and business enterprises, as it allows for practically instantaneous and inexpensive communication all over the world. Internet infrastructure began on standard telephony wires, although today it is more likely to be accessed via dedicated cables, satellites and wireless networks.

The growth of wireless communication networks for mobile phones and the Internet is the latest evolutionary step in global communications, with WiFi, mobile broadband Internet, and cellular phones now common place in modern industrialized society. With so many developments happening so fast around the technology that surrounds international communications, it is hard to predict exactly what will occur in the future. However, current trends are leading us towards a faster, smaller and more wireless communications future.

What is global market?

The international business market and sales opportunities

Cross-cultural communication (also frequently referred to as intercultural communication, which is also used in a different sense, though) is a field of study that looks at how people from differing cultural backgrounds communicate, in similar and different ways among themselves, and how they endeavor to communicate across cultures

Understanding the

Global Marketing Environment

Part one addresses global marketing issues concerning the process involved in planning for global

Marketing. It stresses that, without careful consideration of the contemporary developments in the

Emerging global market environment involved in the planning for global marketing, the chances of

Survivals for any organizations are minimal. The emphasis is on the changes and new challenges that.

The marketing environment poses to the global marketer. Then, Part Two and Part Three address the.

Decisions and concepts which associate with strategy development, the marketing mix decisions,

And implementation and control issues in global marketing management.

This Part begins with an introduction in Chapter 1 giving an overview of today's marketing environment. In doing so, it seeks to highlight the important changes and new challenges, and their

Implications for organizations operating internationally. A summary follows of the scope of global

marketing strategy and management within this rapidly changing environment.

Subsequent chapters address three important areas. First, we consider the dynamic nature of the

global marketing environment within which organizations review, reﬂ ect, and respond to emerging opportunities and operational complexities. The topics under close examination here include:

(a) the changes in the political, economic, social, and technological environments; (b) the current

discourses of globalization; and (c) the global social and ethical issues. Secondly, and importantly,

cultural inﬂuences and their effects on buyer behavior, consumers, business-to-business and government are discussed. Finally, the identiﬁcation and the process of market selection are considered.

This part concludes with a discussion on the importance of an active intelligence system and the

process of segmenting and choosing target markets. In each chapter, established and contemporary.

Theories are explored as well as numerous examples and cases illustrating this important area of

global marketing management

What is Global Marketing?

Global marketing is expansive, extensive, and complex. It can be seen as both a business strategy and an operation, as a force for good and/or as the 'new imperialism'. It can

be embodied in companies or perceived as a phenomenon (e.g. business globalization,

the internet, etc.). One view of global marketing is as a giant supply chain management

system or an added value system. Global giants such as Toyota (www.toyota.com), VW

(www.vw.com) and DaimlerChrysler (www.daimlerchrysler.com) source their raw materials, semi-processed and processed materials, ﬁ nance and human inputs from all over the

world and deliver the results of the combination of these, i.e. vehicles, to numerous market segments, adding value as they do so.

Deﬁ ning terms in the global marketing arena is a complex issue. Marketing across political and cultural boundaries raises many questions, problems, and juxtapositions, rendering precise deﬁ nitions difﬁ cult. Typical issues centre on the standardization-adaptation

argument; locus of control-central or devolved; and when exactly a multinational corporation focus becomes a global one. How does global marketing differ from domestic and

international marketing? While there are no universal deﬁ nitions, the following are those

that we suggest for use throughout this text.

1. Deﬁning global marketing is not an easy task as marketing across political and cultural

boundaries raises many questions, problems, and juxtapositions, rendering precise define

different cultures. The truly global marketing operation is one which seeks to lever its

assets across political and cultural boundaries, looking to maximize opportunities and

exploit market similarities and differences in the search of competitive advantage.

2. Global marketing strategy has to start with taking stock of market changes in the global

market environment, especially those that present the most immediate new challenges

for today's global organizations.

3. The challenges and responses can be categorized as either external or internal. External

forces include the evolution of the global consumer, an increasingly destable world,

rapidly changing technology, emergent demographics, the call for global governance

and an ethical approach to doing business, an increasingly competitive environment,

and a combination of these which is challenging the ways of doing business. Internally,

the demand to maximize all stakeholder values, ﬁ nd new ways of adding value, capture

and retain customers, all in a lean and cost-efﬁ cient resource environment, is a challenge of huge proportions.

4. Many approaches to global marketing planning have been put forward in response to

the evolution in the global marketplace. Mere tinkering with the marketing mix is no

longer sufﬁ cient to address the challenges. Paradigm shifts are often the only answer.

These often require the development of new organizational mindset, knowledge and

competences, and will require the organizations to engage in long-term planning and

sustainable implementation.

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