Kashani’s article “Beware the Pitfalls of Global Marketing?” articulates differe
ID: 1134362 • Letter: K
Question
Kashani’s article “Beware the Pitfalls of Global Marketing?” articulates different perspectives on global marketing
Summarize Kashani’s article in exact dsecription with detail. In your summary be sure to emphsis and explain in detail the five propositions he articulates on the “Pitfalls of Global Marketing?”
What are Kashani’s contentions? Do you agree or disagree? Why or why not?
In your opinion, are there any other pitfalls of global marketing that you can identify? Why or why not? (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources)
Explanation / Answer
The five propositions Kashani says about pitfalls of Global marketing are-
1) No formal research-Most of the companies do not do any research before starting the company and this led to failure afterwards ,while the companies which do research before launching always meet with success.As Kashani says the idea to give one free product when a consumer purchases a product worked in one country but failed in another country because consumers were not attracted with the offer.
2)Overstandardization-Standardization in marketting does not give required result. An organisation must have element of adaptibility which will enable it to cater to local requirements .If a product launched in USA advertises in English and the same product is also advertisedin English in Europe,the consumers of Europe will not respond.
3) No proper follow up of the program-There should be watchful monitoring of the program and problems arising should be quickly solved. Follow up is very important in global program so that demands of the local market can be implemented in a coordinated and effective manner.
4)Restricted or narrow vision of the program- Lack of adaptibility in a global program only results in limited perspective of the market and as such they do not make changes according to demands from local market.This will lead to failure.
5) Lack of flexibility in implementing the program- Two common results of this are overlooking the local units decision about not to accept a standardised marketing program and continuing with the global program without considering changes in market conditions . This surely leads to failure.
I agree with Kashanis contentions because research can help in getting support for the program in local markets, effective folllow up will help to find out measureto common problems about launching the program.At the same time if the global program has flexibility it will succeed .
No other pitfalls I can identify as this article is very comprehensive and covers all points.
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