Advertising And Marketing In A Global Economy: Compare And Contrast The Views Expressed On The Concepts Of Globalization And Standardization

ADVERTISING AND MARKETING IN A GLOBAL economic system : COMPARE AND CONTRAST THE VIEW EXPRESSED ON THE image OF GLOBALIZATION AND STANDARDIZATIONNameCourseCollegeLecturerLiterature ReviewDespite the success of international standards-setting bodies in developing globally applicable standards and regulations , governments continue to promote or set peculiar national and sub-national requirements . Therefore as the globalization of economic demeanor continues the role of standards in defining or limiting the contestability of markets stay a critical issue . The issue of standards is a major(ip) item on the trade agenda globally- both to local anesthetic investors and international investors . Success in reducing barriers has increased the congener importance of non-tariff barrier , including those related to standards and technical regulations . Advances in back breaker and communication have evenly opened up spacious new opportunities for cross-b transactions , exposing a whole new take of standards-related issues to international scrutinyThe underlying philosophy in globalization standardization is that the customer needs and interests ar becoming increasingly identical worldwide . There is also the will of the customers to sacrifice preferences in ingathering features for lower prices at higher quality (Sun 1996 . other feature is that substantial economies of scale in production and merchandising can be achieved by developing standardized merchandise programs . Product issues in international marketing are considered in standardization and adaptation of the products . Timing and sequence of products introductions and new products organic evolution and global branding (Pelkmans : 1996 ) are some of the issues to be considered in standardization of products . In the quest of standardization marketing thither is the issue of mandatory adaptation that is needed to cater for leaving in standards , for instance the left versus right hand control . In putting standardization into effect there is every bit the issue of government regulations that are various from one land to another which are taken into account . Other factors that are considered are differences in consumer tastes and level of education and technical ordinariness .

In this regard two approaches to standardization can be considered are that of perceiving a domestic product as a world product and not only domestic establish . This approach endeavors to satisfy international customers and maximize returns during different stages of the product life cycle . Another approach is that of proactively developing a world product International product strategies considers whether the product pass away or the need satisfied is the same or different in the new market (Hart : 1998 . Also whether the conditions of the product apply are the same in the new market . In addition the ability of the consumers to buy the product has to be considered piece of music considering international product strategies-for the market in which the product is launched is paramount form the success of the products launchOn the other hand , globalization forces that lease the market include convergence of per capita income and lifestyles and tastes (Sun : 1996 Globalization sees global customers due to increased travel and organizational buyer . There is equally growing global and regional channels . This in vegetable marrow sees increased number of world brands and global advertising . star of the...If you want to get a full essay, order it on our website: Ordercustompaper.com

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