Understanding the international marketing environment Essay

Understanding the international marketing environment - Essay Example Global marketing has become a popular subject of research and analysis due to increasing number of companies starting their operations in various countries. The increasing trend of globalization of the world economy, international marketing has become an essentiality for survival of all organizations irrespective of being big or small as previously multinational companies used to enjoy the benefits of international business (Lee and Carter, 2009). The major trend today is growing internationalization of international business contrary to 1950’s when major form of international business was exporting by national firms (Terpstra, 1985). The essential elements of effective international marketing are the ability to interpret the business environment, recognize the foreign market opportunities and appreciate how the firm’s resources can best be used to match and develop patterns of market demand (Gilligan and Hird, 1986). International Marketing is the process of planning a nd conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations (Czinkota and Ronkainen, 2007). International marketing environment includes various factors like political, legal, environment and economic. However the present paper critically analyses the network theory model of internalization and evaluate the effects of climate differences and differing levels of disposable income on the business and how it influences the design of firms’ marketing campaign.... Network theory was initially developed in the context of industrial marketing to explain how firms connect to each other and develop long term relationships as opposed to conventional transaction-only approach dominant in marketing theory. This suggests that firms do not enter international markets as standalone actors but instead are part of network of other firms providing them the chance to internationalize their operations in various parts of the world (Baker and Hart, 2007). Gummesson (2006) mentioned that network theory has primarily attracted attention in business to business marketing which has been extended further to marketing in general. It is further stated that general network theory categorizes all of us as nodes in a network of relationships in which we interact and form clusters which further form organizations and corporations. Gummesson (2002) further states that total relationship marketing is a synthesis of contributions from several marketing and management theor ies and practices and network theory of business to business marketing has been an important source of inspiration from relationship marketing. Organizations in the present economy depend mostly of marketing their products and services. The successful organizations have been able to make it big because of their marketing ability to promote their products in the international arena. Companies marketing their products and services through hiring of public figures as brand ambassadors, providing opportunity for small businesses to sell their goods and services as freelancers and media are all part of a network which is interconnected to make profits for the

Courtly Love Research Paper Example | Topics and Well Written Essays - 1250 words

Courtly Love - Research Paper Example Christianity advocated for real love between two individuals of opposite sex who eventually ended up marrying and establishing a family together, while prohibiting any form of love, passion or desire by the married couples outside of their marriage. On the other hand, the concept of Courtly Love introduced a completely different perception of love, requiring that married ladies could still develop passion and have romance outside of their marriage, as long as they did not violate the rules of chastity and infidelity (Donaldson, 16). The fundamental principle of Courtly Love was that marriages were arranged, and had nothing to do with love, as long as such marriages brought wealth and power, as well as other material benefits to the participants and their families. Nevertheless, while the Courtly Love was a noble idea meant to allow married people, especially ladies to experience love and romance that they did not get out of their marriages which were not based on love, it eventually resulted into illicit and tragic love affairs that did not follow the laid down rules, as exemplified by William Shakespeare’s â€Å"Romeo and Juliet†. ... Most of such ladies were engaged in marriages for the convenience of their families in protecting their material wealth and power, as opposed to marrying out of love, thus living in marriages that had no happiness and where intimacy and romance did not fully exist, because the marriage partners did not have strong feelings for each other (Capellanus, 44). It is through the rise of the concept of Courtly Love, that such ladies were allowed to develop passion for the knights and courtiers who served within the kingly courts, given a leeway by the rule that marriage did not stop them from loving again and engaging in passionate romance with the knights and the courtiers, as long as they adhered to the rules of maintaining chastity and avoiding infidelity (Boase, 31). Nevertheless, with the leeway to engage in passionate romance and to love the knights and the courtiers, it was inevitable for such romances to develop into real feelings of love and lust for sexual engagements, which event ually saw such ladies engage in illicit love affairs with the knights and courtiers, thus breaking the rules of fidelity and chastity, and eventually ending up in tragedies (Jackson, 243). William Shakespeare’s â€Å"Romeo and Juliet† is one of the love literatures that were inspired b the concept of Courtly Love, which depicts the love triangle involving the ruling house and other revered families fighting for the love of 13-year old Juliet (Shakespeare, 23). The literature is motivated by the arranged marriage concept of the middle ages, where Count Paris, who is a member of the ruling family, seeks to marry Juliet out of an agreement reached