Going global, acting local - communicating global brands to global Essay

Going global, acting local - communicating global brands to global markets - Essay Example ion of countries, ideas, knowledge and cultures of people from all across the world to develop a unique and distinctive market of consumers with almost similar tastes, preferences, interests, lifestyles, attitudes and behaviors towards a particular product or service. In other words, globalisation refers to international division of consumers who are both willing and able to purchase homogeneous products or services offered by different companies. In addition, it could be said that marketers divide all potential buyers in an international context and then formulate and implement their marketing, promotion and advertising strategies to cater those consumers. This process may involve manufacturing or production in other nations to achieve cost effectiveness while selling or promoting the produce in other countries where demand exists. (Medina and Duffy, 1998, 223-243) and (Levitt, 1983, 93-95) and (Fischer, 2003) Localisation is a process of adaptation to a particular geographic region, area, language or culture in an attempt to tap domestic market of a country. It is about giving a ‘local touch or look’ to products or advertising campaigns (that are offered to international buyers) by relating those goods or services to individuals in a specific target market. This process involves developing new products or innovating existing ones, modifying international promotion campaigns and advertising tactics etc after an in-depth analysis of societal taboos, sensitivities, language, demographic factors, culture and desires. This process is sometimes known as Customisation. (Medina and Duffy, 1998, 223-243) and (Baker, 1985, pp. 146-152) Glocalisation is a process that involves the elements of both globalisation and localisation. It is about tinkering away with the international goods or services to suit the tastes and preferences of domestic consumers from different markets across the globe. (Medina and Duffy, 1998, 223-243) It is worthwhile to mention the fact

The American Family Essay Example | Topics and Well Written Essays - 500 words

The American Family - Essay Example The woman became a working being who viewed the nuclear family as an oppressive institution. The development of modern technology, contraceptives and abortion allowed women to have active sexual lives without worrying about pregnancy and childbearing. Boden (2005) testifies that more women have joined the working class and single parenthood is on the rise. As a result, parents have little free time with their children, which is unhealthy. Earlier on, the men worked while women stayed at home as full time house wives, and marriage focused more on companionship and reproduction rather than romance and sex (Popenoe, 2003). Popenoe (2003) further argues that there is a call to revive the American nuclear family by emphasizing the importance of monogamy. This can be achieved through countering the sexual revolution, promoting marriage and renewing a cultural focus on children. On the contrary, Coontz (2003) believes that many American families are better off today than in the past where women were not allowed to work, infant mortality was high and few children graduated from school. Today, both men and women have more choices than in the past. For instance, since the woman spends more hours at work than in the house, families have fewer children. This means that children get individualized attention from the parents. This was not so in the past. Moreover, people not only have the freedom to marry from the same or opposite sex or even remain unmarried, but also no one is under pressure to stay in an unhappy marriage. Men are no longer the main breadwinners in their families unless by choice. Furthermore, according to Coontz (2003), parents have learnt to balance between family needs and industrialization. After a thorough study of the two articles, the modern structure of the nuclear family is more appealing. Although marriage is indispensable, it is no longer the foundation of a good family. A healthy family is made up of a parent or parents and

Police Chief William Bratton and his Transformational police Research Paper

Police Chief William Bratton and his Transformational police leadership style - Research Paper Example job following supposed personal difference with Giuliani and later in 2002; he worked as a private consultant with Kroll associates also known as LAPD’s. In 2007, the Los Angeles commissioner allotted him to a second five-year term (Bratton, 2011). Bratton rose speedily all the way through the ranks of the Boston police department, where he cleaned up the city’s subways and pioneered community policing. He cracked down on slight offenses when he became New York’s transit police, like turnstile jumping on the assumption that the people who commit severe crime subversive also commit minor crimes. When Bratton realized his dream of being the America top cop, he made sure that there was a 10 percent drop in crime rate (Bratton & Knobler, 2011). Bratton and his friends used computer mapping to locate crime hidings and then cleaned up the areas by means of law enforcement. Tools such as ‘quality of life enforcement’ were used to curtail minor crimes like prostitution, panhandling and squeegeeing in order to create the streets less tempting to bad criminals. He made all districts police commander answerable – they were to report problems and progress in their locales during departmental meetings. In 1994 William Bratton took over, disorder and crime were so high such that it appeared a city out of power. In America, the rate of crime was higher than anything else in 1980s was. He recalls that the atmosphere was in disorder, decayed and criminality greeted him when he was appointed as the head city’s transit police. NYPD too was in a state of confusion and inefficiency. So many lazy people, corrupt, ineffective staff who were demotivated and unaccountable, surrounded it. This department was confused due to valiant and unsuccessful hard work of Bratton predecessors to introduce policing into all day functioning practices. What Bratton needed was a huge shake up of attitude, accountabilities, leadership inspirational and direction sense, which he gave all

The marketing information system (MIS) Essay Example | Topics and Well Written Essays - 1750 words

The marketing information system (MIS) - Essay Example Above all, marketing is a tool that fulfills the needs of the people via a substituting process and creating enduring partnerships. Marketing Information System is created to provide back up when the need to come up with significant marketing decisions (Kotler, Keller, & Lane, 2006, p. 34). This can be explained as a structure where information regarding marketing is officially examine collected, recorded, examined and sent to administrators in reference with their information requirements regularly. According to Kotler, et al. (2006) marketing information system represents individuals, tools and processes that collect, classify, analyze, examine and dispense required, suitable and right information to the marketing administrators. p.42. This paper narrows down the topic to MIS methods and consumer behavior stimuli. It also outlines the link between MIS methods and consumer behavior stimuli. This paper is systematically structured whereby the main methods to develop marketing informa tion are first introduced. Later on in the paper, these three main methods are linked to consumer behavior stimuli, where appropriate MIS methods to address each buyer behavior stimulus (in B2C and B2B), is established. Finally, the paper discusses each Stimulus in relation to the nature and pros& cons of MIS tool. A large number of firms construct wide internal data bases, electrical compilations of data collected from data resources in the firm. Marketing managers have the ability to retrieve and manage the data and information presented in the data base to establish marketing chances and intricacies (Kotler, 1988, p 102). They can outline action plans and analyze the firms functioning from these internal databases. Above all, the information present in the internal data base can originate from a wide range of resources. For instance, the accounts division can come up with financial accounts and maintains

History Western Civ Essay Example | Topics and Well Written Essays - 750 words - 1

History Western Civ - Essay Example News of such atrocities by the Muslims angered the Christian peoples of Europe so that nobles and commoners alike were summoned over for the mission of recovering the Holy Land from Islam. Numerous knights joined the crusades because the popes promised them forgiveness of their sins as a reward for fighting for Christ. In short, Christians considered crusades as holy wars against the enemies of God. However, not all the crusaders had such pure and noble motives for many of them had selfish intents as well. To the landless, the crusades were an opportunity to acquire lands in Asia whereas to the adventurous, the crusades offered excitement. For the greedy, the crusades meant the possibility of rich loot from the East while the ambitious ones chased after glory and monarchical recognition. The Muslims, perceiving their own advantage of defending Islam to be the chief benefit that would eventually influence Islamic nations, regarded wars against European crusaders as jihads or ‘holy wars’, believing that these were means to fight for their god ‘Allah’ against the unbelievers. Crusades were also launched to address the growing suppression in pilgrimages of Christians. Being a pilgrim is an aspect of Christian life which greatly affects the religious as well as the socio-political grounds of living as a Christian at the period Europe was experiencing the height of political turmoil in several respects among its nations. European Christians to this day have adhered to the faith that pilgrimages, like the essence of penance, is able to purify or atone one of all the present iniquities once a passionate journey to Jerusalem is successfully carried out. In the absence of pilgrimage, it would be difficult for Christians to claim authority and possession of a certain region thus, crusade was necessitated to intervene and cease oppression and persecution of Christians by Muslims who took extensive

Police Chief William Bratton and his Transformational police Research Paper

Police Chief William Bratton and his Transformational police leadership style - Research Paper Example job following supposed personal difference with Giuliani and later in 2002; he worked as a private consultant with Kroll associates also known as LAPD’s. In 2007, the Los Angeles commissioner allotted him to a second five-year term (Bratton, 2011). Bratton rose speedily all the way through the ranks of the Boston police department, where he cleaned up the city’s subways and pioneered community policing. He cracked down on slight offenses when he became New York’s transit police, like turnstile jumping on the assumption that the people who commit severe crime subversive also commit minor crimes. When Bratton realized his dream of being the America top cop, he made sure that there was a 10 percent drop in crime rate (Bratton & Knobler, 2011). Bratton and his friends used computer mapping to locate crime hidings and then cleaned up the areas by means of law enforcement. Tools such as ‘quality of life enforcement’ were used to curtail minor crimes like prostitution, panhandling and squeegeeing in order to create the streets less tempting to bad criminals. He made all districts police commander answerable – they were to report problems and progress in their locales during departmental meetings. In 1994 William Bratton took over, disorder and crime were so high such that it appeared a city out of power. In America, the rate of crime was higher than anything else in 1980s was. He recalls that the atmosphere was in disorder, decayed and criminality greeted him when he was appointed as the head city’s transit police. NYPD too was in a state of confusion and inefficiency. So many lazy people, corrupt, ineffective staff who were demotivated and unaccountable, surrounded it. This department was confused due to valiant and unsuccessful hard work of Bratton predecessors to introduce policing into all day functioning practices. What Bratton needed was a huge shake up of attitude, accountabilities, leadership inspirational and direction sense, which he gave all

History Western Civ Essay Example | Topics and Well Written Essays - 750 words - 1

History Western Civ - Essay Example News of such atrocities by the Muslims angered the Christian peoples of Europe so that nobles and commoners alike were summoned over for the mission of recovering the Holy Land from Islam. Numerous knights joined the crusades because the popes promised them forgiveness of their sins as a reward for fighting for Christ. In short, Christians considered crusades as holy wars against the enemies of God. However, not all the crusaders had such pure and noble motives for many of them had selfish intents as well. To the landless, the crusades were an opportunity to acquire lands in Asia whereas to the adventurous, the crusades offered excitement. For the greedy, the crusades meant the possibility of rich loot from the East while the ambitious ones chased after glory and monarchical recognition. The Muslims, perceiving their own advantage of defending Islam to be the chief benefit that would eventually influence Islamic nations, regarded wars against European crusaders as jihads or ‘holy wars’, believing that these were means to fight for their god ‘Allah’ against the unbelievers. Crusades were also launched to address the growing suppression in pilgrimages of Christians. Being a pilgrim is an aspect of Christian life which greatly affects the religious as well as the socio-political grounds of living as a Christian at the period Europe was experiencing the height of political turmoil in several respects among its nations. European Christians to this day have adhered to the faith that pilgrimages, like the essence of penance, is able to purify or atone one of all the present iniquities once a passionate journey to Jerusalem is successfully carried out. In the absence of pilgrimage, it would be difficult for Christians to claim authority and possession of a certain region thus, crusade was necessitated to intervene and cease oppression and persecution of Christians by Muslims who took extensive