MARKETING MANAGEMENT
Abstract
Abstract:- As the pace of globalisation intensifies, it is becoming ever more incumbent on firms to ensure that they respond effectively to the relevant customer needs and expectations in the markets they are involved in. In this regard, excellence in strategy-making and strategy implementation is of crucial importance to both transnational companies and global companies. This necessitates careful and ongoing, customer-focused, clarification and reinforcement regarding where the relevant organisations are going and why, along with how they will get to their intended future positions. Moreover, such businesses are both eminently able and highly motivated to access and exploit all of the world’s major and established markets, as well as expand into newer and less developed ones. Pricing issues are therefore especially relevant. Attention also needs to be given to channel structures, advertising and global marketing strategies. In light of the preceding points, this paper firstly discusses basic factors that affect price in any market. Secondly, it explores further considerations entering into pricing decisions. Thirdly, it analyses and evaluates factors influencing channel structures and strategies available to global marketers. Lastly, it analyses and further comments on how the “standardised versus localised†debate applies to advertising.
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