Globalization
...in a different country. Most markets across boundaries and in different countries are alike in the fashion that they have free market orientation. Even though these countries share a free market ideology, it is still hard to have a globalized marketing strategy because the infrastructure of each country varies so greatly. In the past, the development of infrastructures has been left to government policies and leaders, however if marketers of corporations and other businesses want to be able to reach as many potential customers as they can, they will need to start influencing, as well as aide in the developments of foreign countries’ infrastructures.
There are four main parts of a countries infrastructure that desperately need to be developed before global marketers can completely bring a new product or service to a country. The first part of the infrastructure would be electricity. Electricity is important in marketing because it directly affects the shelf life of several consumer products through the simple process of refrigeration. Television access is gained through electricity, “the absence of electricity will affect a standardized global media strategy that uses television advertisements” (Paul, 2005, pg.5). A third problem with the absence of electricity is the availability of telephones. This absence of phones will hurt a company’s internal communication network. Electricity directly affects the manner in which a company packages and transports its goods from market to market; it also affects how a company can communicate within its own firm and with its clients in areas of promotion strategy and communication policies.
Another part of a countries infrastructure, which is crucial to having a global marketing strategy is the presence of roads. “ It is important to note the absence of motorized roads in developing countries can affect not only the product...
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