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Week 10 DiscussionCOLLAPSE
Global Marketing
Consider the advantages and challenges presented by today’s global marketing environment. Then answer the questions below: 
Does your company (or the company you used for your assignments) have a global or international presence?
Answer the applicable question below:
If your company is global: What are some of the pros and cons for your company of doing business across countries and cultures?
If your company is not global: Do you think that your company should go global? Why or why not? 
Why is it important for leaders – the CMO, CEO and Executive Team – to understand digital and global marketing dynamics? What is the role of leaders in helping their organizations to navigate the challenges of a global marketplace? 
Post your initial response by Wednesday, midnight of your time zone, and reply to at least 2 of your classmates’ initial posts by Sunday, midnight of your time zone.​
1st response
Good Evening Dr. Crispin and Classmates,
The company I chose to create my marketing campaign for is the company I currently work for. This company does not have a global presence; although, the company is positioning itself to be recognized in a bigger market in the future.
I don’t think it would be a good move for the company to go global or international. Even though we have been recognized within our community as an outstanding practice and the Drs on staff travel and share their knowledge on comprehensive oncology platforms going global would require the clinic to grow bigger before taking on a global market. It would be great if we could take our patient care to a global market as it would open doors for our patients and patients in other countries to have access to a higher quality of medicine. Plus, we have a well-established research department that provides current patients with first-line novel treatments for cancer. Also, for any organization that has a global aspect, there would be a high social, ethical and cultural impact both within the organization’s policies on how to handle consumers from a worldwide perspective as well as the impact the organization would have in the community they are going into (1).
Understanding how digital platforms are transforming consumer shopping experience is essentially linked to the organizations’ success. According to Ms. Wang, for a company to appeal to more consumers, they must provide expediency, giving the consumer not only a wide range of product options but easy access to buying and receiving these items. Consumers are leaning to on digital media for their shopping, not knowing what is trending among the consumers will create supply and demand deficit as the organization may not be able to provide the consumer with the items they want when the consumer wants them(2).
The role of the organization leaders in dealing with the challenges presented by the ever-changing market in today’s economy is staying abreast of social media campaigns. Understanding what their target market is looking for and appealing to this demographic with the right marketing ads. In addition, leadership must recruit and retain exceptional talent to oversee multiple challenging global locations, using their communication skills to communicate with all employees effectively. Leaders need to monitor and understand how the market is changing and adapting to the way consumers use social media to fulfill their shopping needs (3). Overall, the leader’s role is to collect and understand consumer data that can be transformed into strategies that can be used to boost consumer engagement with the company brand and product to raise company awareness and profitability.
Regards,
Adriana
Pros-cons-globalization-healthcare. (2020). https://drprem.com/medical-tourism/pros-cons-globalization-healthcare
JWI518. Week 10. Video. Angela Wang. TedTalk.
Manciagli, D. (2016). 4 Biggest Challenges Facing Business leaders today. https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2016/04/4-biggest-challenges-facing-business-leaders-today.html
2nd response
RE: Week 10 DiscussionCOLLAPSE
Class and Dr Crispin,
Does your company (or the company you used for your assignments) have a global or international presence?
A – AT&T has a tremendous presence in Europe at, the Middle East and Africa we have people based in 31 countries across Europe with the workforce of over 5000 people.  We assist more than 3.5 million businesses around the world.  From some of the largest multinational corporations to small startups.
If your company is global: What are some of the pros and cons for your company of doing business across countries and cultures?
A – I think the most important thing is having a better visibility of the brand.  With that you have the chance for increased revenue and more product exposure as well as a chance to solidify your business with their culture.  Some of the negatives would be that some countries have their own currency which can affect overall profits along with the risk of culture and politics affecting the business in a negative way. For AT&T it is nice because communication and entertainment are a worldwide desired commodity.
Why is it important for leaders – the CMO, CEO and Executive Team – to understand digital and global marketing dynamics? What is the role of leaders in helping their organizations to navigate the challenges of a global marketplace?
A – It is important for leadership to understand digital and global marketing dynamics because of changing trends and technical technological advancements that can be used for affective campaigns strategies. There are some risks however because a campaign can go viral for the wrong reason and cost companies millions and hurt the brand image.
Reference:
JW518: Marketing in Global Environment: Week 10 Lecture Notes Global Marketing
JWI518. Week 10. Video. Angela Wang. TedTalk.

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