International context in marketing and how media theories can be Essay

International context in marketing and how media theories can be apllied to ctreate strong relationship with consumers in the modern market - Essay Example ‘Marketing is an organizational function for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It is a management process of anticipating, identifying and satisfying customer requirements profitably.’ (Berzins) Globalization has created revolutionary changes in all over the world. Most of the organizational principles have been redefined because of globalization. Most of the organizations believe that globalization has opened up the doors of immense possibilities for them and hence they are spending millions of dollars in finding the right strategies to exploit the possibilities. For a business organization, globalization has created immense opportunities for marketing their products in international market. But for exploiting the possibilities of the modern global market, organizations need to innovate marketing strategies along with the existing ones suitable for different countries. The business world has already developed several types of new marketing techniques like telemarketing, direct marketing, marketing through ads, sensory marketing, etc apart from the conventional marketing activities. Most of the big business tycoons are expanding their activities to overseas countries in order to capitalize the possibilities of globalization. Small or medium scale businesses are suffering because of the immense competition from the MNCs. It is difficult for the small business groups to operate profitably by overcoming the stiff challenges for the corporate. Big organizations always have immense resources, and facilities which they will utilize to monopolize the market. Moreover they have the better equipped Research and Development (R&D) wing to facilitate their operations by providing required data about the changing trends of consumers. The conventional marketing