In marketing, as in the rest of life, there is much to learn from history. Postmortems of marketing failures are important factors in making decisions about the future. The spectrum of marketing failures ranges from inadequate return on the original investment to corporate bankruptcy. As production techniques and marketing systems become more sophisticated, cross-cultural trading increases. As people of different cultures become more dependent on each other for their living standards, they appreciate the need for peace and stability. Communication and transportation systems have created a small world, in a marketing sense. Every year more and more firms, even relatively small ones, enter the international market. The problems encountered there are significantly different from those encountered in domestic operations. Marketers are accustomed to risk-taking; but in international dealings the dimensions of these risks are often misjudged and misunderstood. The emergence of the multinational corporation (MNC) is of major significance in the future of marketing. Many firms that entered the export business in a modest way eventually became fully committed to an international perspective. The two basic roles of these MNCs are the transmission of resources, especially technological and managerial skills, and organization of the economic activities of several nations. Global approaches to economic decisions often differ with the aims of specific countries.
There may be resistance to multinational activities for reasons of nationalism, control, and the extraction of profits. Studying marketing failures ...

Другие предметы Университет Международный маркетинг английский язык университет изучение английского языка курсы английского языка подготовка к экзаменам английский для студентов университетские программы английского английский язык для международного общения Новый

In the context of marketing, understanding past failures is crucial for future success. Here are some key points to consider when studying marketing failures:

1. Importance of Postmortems:

• Analyzing past marketing failures helps identify what went wrong.
• This analysis can inform future strategies and prevent similar mistakes.
• It provides insights into consumer behavior and market dynamics.

2. Spectrum of Failures:

• Failures can range from minor losses to significant issues like corporate bankruptcy.
• Understanding the severity of these failures helps in risk assessment.

3. Cross-Cultural Challenges:

• As businesses expand internationally, they face different cultural and market challenges.
• Marketers must adapt their strategies to resonate with diverse audiences.

4. Risk Management:

• International marketing involves unique risks that require careful evaluation.
• Marketers need to develop a deeper understanding of these risks to navigate them effectively.

5. Role of Multinational Corporations (MNCs):

• MNCs play a significant role in global marketing by sharing resources and expertise.
• They help organize economic activities across nations, impacting local markets.

6. Resistance to Globalization:

• Nationalism and concerns over profit extraction can lead to resistance against MNCs.
• Marketers must be aware of these sentiments and address them in their strategies.

By studying marketing failures through these lenses, marketers can develop more effective strategies that are sensitive to both local and global dynamics. This understanding is essential for navigating the complexities of international markets and achieving long-term success.