School of Languages, Cultures and Societies Faculty of Arts, Humanities and Cultures Standard Cover Sheet for Assessed Coursework Please complete each of the following sections:- Student ID: 201187682 Module Code: ELU3004 Tutor’s Name: Benjamin Watson Assessment description (eg essay 1): AWP Word count 1972 NB Please ensure that you name your file with your SID, the module code, tutor name (if required) and a brief assessment description e.g. 200987654 MODL1234 Tutor Name (if required) Essay 1.pdf From January 2017 all assessed coursework in LCS must be accompanied by this coversheet ( unless you have a specific learning disability, in which case you should use instead the Marking Awareness coversheet ). This coversheet should be included as the first page of your submission. Please copy and paste it into the beginning of your assessment (Ctrl+A, then Ctrl+C to copy its entirety). The contents of the coversheet do not count towards your submission word count. University’s Declaration of Academic Integrity. You can read the Declaration here .
Global marketing Macro-environment analysis and strategic corporation responsibility strategy for multinational corporations in China market 1. Introduction Today, there are still a large amount of companies confusing marketing with selling and advertising, that may be one of the major reasons why they cannot be as successful as those who focus on customers need. Marketing must be understood in the new sense of creating value, satisfying customers’ needs and gaining value from customers (Kotler and Armstrong, 1999, pp4-5). When it moved into twenty-first century, the rapid growth and dynamic changes in international business provided companies with increased opportunities to enter foreign markets (Albaum and Duerr, 2008, p1). Thus, how these multinational corporations (MNCs) to have sustainable developments in foreign markets becomes very important. The following essay will first introduce two core marketing concepts, macro- environment analysis and strategic social corporation responsibility. Then, essay will analyze some big multinationals from different industries based on these two concepts separately, to see why they can succeed or fail in Chinese market. Finally, it will give conclusion about reasons and whole analysis. 2. Rationale for the selection of the marketing concepts 2.1. Macro-environment Analysis
Marketing operates in a complex and changing environment. Even though geographical and cultural distances is shrinking thanks for globalization, there are still a lot of differences between home markets and overseas markets, which will affect every aspect of marketing activities (Kotler and Armstrong, 1999, p25). By analyzing macroenvironment of oversea target market, company can develop a more effective and efficient marketing strategy.
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- Fall '16
- Sandra Bernie
- Marketing, Corporate social responsibility