Global Marketing

Paper Summary:

This paper examines what marketing communication strategies are needed to increase business, gain a larger share of the market and assure consumer confidence in today's global market. The paper explores the beginnings of exhibiting and selling goods and services online and provides several examples of online marketing. The world of e-commerce is discussed in the paper.

From the Paper:

"In addition to quality, usefulness and pricing, one of the major concerns of the modern consumer is convenience. Perhaps for this reason, the shopping mall became successful since it had a number of retail stores in which consumers could purchase their needs without traveling miles out of their way. Now, the Internet makes it possible to "shop" and buy without leaving the comfort of one's home or office. All that is required now is an inventory accessible to a distributor/shipper, a price that is acceptable, a product or service of interest to a large umber of potential customers, and a web site which is accessible to literally millions of PC users world-wide. One additional necessity: long-term financing to keep the concern going and growing, even though chances are it will lose money for the first several years of its existence. So, rather than follow a single product from a single supplier, we focus on the "product" being e-commerce, and the Internet, and how one can successfully develop customer interest, and eventual profitable market-share through its use."

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