Yesterday The first video advertisement was a 10-second Bulova Watches ad aired on July 1st, 1941 prior to a game between the Brooklyn Dodgers and the Philadelphia Phillies. Since then , TV evolved to being filled with mostly 30-second and 60-second long commercials during and between shows on every television network. Some of these ad […]
Author: Aaron and Harrison
International Retailing
Retailing, or the activities that involve selling commodities directly to consumers, has been around for centuries. People have made a living bartering, marketing, and selling their goods for a very long time, but there is great opportunity that presents itself to modern retailers that has not been available to the same retailers from the recent […]
Importance of International Distribution International distribution is one of the most important aspects of operating a global company. Every global company must decide how they will physically get their product in the hands of the consumer. Considerations in this decision include how much control the company wants to have in the selling process, the difficulty […]
International Pricing
When selling products/services in foreign markets, it is crucial that those in charge of setting the prices of these products/services understand the numerous factors that go into setting these costs. For example, some of these factors include… Consumer perceptions, expectations and ability to pay. Need for the product in the market. Market structure. Market growth […]
Global Branding
What is Global Branding? A typical definition of a global brand is “a brand that is marketed under the same name in multiple countries with similar and centrally coordinated marketing strategies” (Czinkota & Ronkainen 2006). Global brands have the goal of creating and maintaining a consistent identity with consumers all over the world. This can […]
Business to Business Marketing
Although Business to Business (or B2B) marketing is such an integral part of many company’s success, it often gets overshadowed and overlooked by Business to Consumer marketing which could be seen as more appealing or exciting. This is probably because most people who are learning about this topic are consumers themselves, not businesses. Nevertheless, it […]
Cross-Cultural Consumer Behavior
Understanding High- and Low-Context Cultures In different parts of the world, there are different native languages spoken. Some of these languages are very concise and clear (low-context) while others rely heavily on context clues in addition to what is being said (high-context). This is an extremely important distinction when doing business globally, because it can […]
Global Marketing Intelligence
Before entering into a market, especially an international market, it is extremely important for companies to know as much as they can about how beneficial the market will be for the company to enter into. One way of ensuring that the executives are making the right decision to enter (or not) into a market is […]