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Harvard
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Business & Marketing
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International Business: Challenges & Choices

Essay Instructions:
please can you see the attched file all the info you need are there including the question that i need you to answer it . if you need any more details plese contact me. INTERNATIONAL BUSINESS: CHALLENGES & CHOICES (M2N120401-10-B) Academic Year 2010 -2011 Individual Written Essay/Report Brief (2,000 words) Your essay submission will be graded based on the following criteria: - The extent to which the essay demonstrates in-depth understanding, adequately interpreted, further, reading, research and reflection. Adequate evidence of an effectively planned, well structured and academically rigorous submission. - The use of properly developed essay (or where appropriate report) structure. Your essay should ‘flow' via a structured, in depth examination of the concepts, highlighting the key themes, developing your examination in the main section, supporting your argument with evidence from the literature (authors, frameworks), and ending with a well considered conclusion with supporting examples (in the main body) that draws the themes of the essay together and refers back to the question set. - It is important to remember that the degree to which you have answered and examined the major issues prompted by the question and the level of analysis undertaken e.g. level of creativity and insight demonstrated is a key determinant of the final grade awarded. - Your report/essay must be a correctly and fully referenced submission. (INADEQUATELY referenced essays will RESULT IN A REDUCED GRADE!). - All tables, charts and figures must be adequately labelled and referenced. Failure to do so will result in a reduced grade. - The essay should have a submission cover sheet, a separate title page, the title is the first information on the page and horizontally centered at about the top third of the page. - Double spaced word processed text should be used, it should be left aligned. Use a standard font such as “Times New Roman” size 12. - Print your essay on only one side of paper. - Use standard A4 white paper (8.5" X 11”). - All pages should be numbered apart, for the title page, which is not numbered. The first page of text is ‘page 1' and should be numbered at the bottom center, or in the upper right hand corner. - The essay submission should be held together with a single staple in the top left hand corner of the paper. - The essay should be no more (excluding appendices, tables, references) than 2,000 words. - You should keep an electronic copy of your submission, and note that it is your responsibility to submit the essay in the correct format, to the correct place at the correct time. - Please see the IBCC module handbook for details of extension requests, penalties for non/late submission. You should answer the questions outlined below, in the format outlined above. The Management Challenge of International Business 1. “Many products and services full fill basic human needs and wants (Maslow) and there seems to be no good reason why a computer software product that is marketed successfully in Brighton won't be equally successful in Beijing. To what extent can software marketers standardise their marketing mixes around the world? What factors may prevent such standardisation? (75) Use appropriate examples to illustrate your answer. (25) ================== INTERNATIONAL BUSINESS: CHALLENGES & CHOICES Essay Topics Tutor's Notes Section (B) The Management Challenge of International Business 1. “Many products and services full fill basic human needs and wants (Maslow) and there seems to be no good reason why a computer software product that is marketed successfully in Brighton won't be equally successful in Beijing. To what extent can software marketers standardise their marketing mixes around the world? What factors may prevent such standardisation? (75) Use appropriate examples to illustrate your answer. (25) With obvious example of Microsoft and windows 95 and successors, and in the home gaming markets, the question requires the student to discuss the desirability of and barriers to product/mix standardisation internationally. Would expect some discussion of external and internal factors influencing the level of standardisation adopted. Reading: Birnik (2007) “Marketing mix standardization in multinational corporations” International Journal of Management Reviews Volume 9 Issue 4 pp. 303–324 http://nus(dot)academia(dot)edu/AndreasBirnik/Papers/90418/Marketing_Mix_Standardization_in_Multinational_Corporations_A_Review_of_the_Evidence van Mesdag (1999) “Culture-sensitive adaptation or global standardization” International Marketing Review, Volume 17 issue 1 http://www(dot)emeraldinsight(dot)com/journals.htm?articleid=855442&show=html Kreutzer, (1988) "Marketing-Mix Standardisation: An Integrated Approach in Global Marketing", European Journal of Marketing, Vol. 22 No 10, pp.19 - 30 http://www(dot)emeraldinsight(dot)com/journals.htm?articleid=853087&show=abstract& Solberg (2000) Standardization or Adaptation of the International Marketing Mix: The Role of the Local Subsidiary/Representative, Journal of International Marketing, Volume: 8, Issue: 1, Spring 2000, pp 78-98 http://www(dot)atypon-link(dot)com/AMA/doi/abs/10.1509/jimk.8.1.78.19559 Theodosiou and Leonidou (2003) “Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research” , International Business Review, Volume 12, Issue 2, April, pp 141-171 http://www(dot)sciencedirect(dot)com/science?_ob=ArticleURL&_udi=B6VGK-47YPF0G-1&_user=128597&_coverDate=04%2F30%2F2003&_rdoc=1&_fmt=high&_orig=gateway&_origin=gateway&_sort=d&_docanchor=&view=c&_searchStrId=1690267943&_rerunOrigin=scholar.google&_acct=C000010621&_version=1&_urlVersion=0&_userid=128597&md5=f327af8b00f41ec293bd19fd5789bb14&searchtype=a
Essay Sample Content Preview:

INTERNATIONAL BUSINESS: CHALLENGES & CHOICES
Name:
Grade Course:
Tutor’s Name:
(20, April, 2011)
International Business: Challenges & Choices
In order for a product to be marketable internationally, there is need for it to meet the market target of a given nation and some factors need to be considered, which are the cultural background of the market target, their buying habits, the level of personal disposal income, political and economic difference, with the above factors considered, the likelihood of meeting the market target is very high (Nasir, & Altinbasak, 2009). Apart from those factors, the product to be sold globally should also be looked upon so as to have the right market mix. Some of the things to be looked upon are the features of the product, the pricing, the location and availability of your product and the target consumer. For example, a computer software company coming up with a new software in the market, here it can be viewed that the product element should be the software product, the pricing of the software since it does varies subsequently across many borders, getting the consumers feedback on the performance of the software as well as the cost used to implement it while promotion of the is all about competition in terms of unique and new ideas and the location should be the use of some online means to market your product which can be considered to be an advertising means (Sinkovics, & Ghauri, 2009).
There are advantages of marketing your product globally which is the association of the size of operation. This allows the owner of the product to have a bargaining power with a given country. Another thing is the allowance of investment sharing especially from the willing parties but it also depends with kind of product you are marketing in those countries.
The only challenge remains on whether the product to be sold internationally should use a standardized market mix or an adaptation means eve though this kind of standardization depends on the product name, product characteristics, the role of the middlemen, the role of packaging and the force of management sale and the main advertising messages. However, it is known that, the idea of standardization leads us to the fact that, consumer needs and wants have never varied across many markets and countries, hence, the standardization of the element of the market mix factors and the coming up of a single method in the international market promises which should involve the decrease of cost and customer mobility (Susan, & Heather, 1990).
In terms of management, with the increase in the international competition and the economic pressure, more people, companies and retailers have been forced to adapt some means to their international marketing methodologies. This becomes a challenge to the managers of a given company or industry or retailers to come up with technical ways that will enable them compete internationally. Identification of the market ...
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