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Example research essay topic: Consumer Buying European Union - 1,656 words

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When a new product comes onto the market, it can be domestic or international market, there are soon many companies selling it. By the time the market matures, there are usually very few companies left. Large sales volume leads to economies of scale which result in lower unit costs and reduced prices, driving competitors out of the market. This often allows the few remaining companies to exert more control over the prices they pay for raw materials and the prices that the consumers pay for finished products, thus increasing profits over the long run. For successfully leading of product at the market company has to create profitable strategy and first of all to analyzed the factors which influence to the customers decisions. For imagination of marketing environment using Appendix 1.

There are a lot of different environmental factors: political, legal, social, ecological, economic, cultural, technological and business ethics. (Appendix 2). Now we try to discuss some of them. First of all, I want to describe cultural factors. It often occurs that cultural, religious and sociological characteristics differ in foreign markets in relation to those in the domestic market. Therefore, these, characteristics strongly influence customs, values, attitudes and habits as well as purchase behaviors and how foreign consumers use products.

If the exported product does not correspond to the values (self-respect, sense of accomplishment, need for security, pleasure of life, personal achievement, ... ) of target foreign consumers, they can refuse it. Tastes and preferences are very mixed throughout markets. For example, these tastes show themselves on the level of color for example. Color possesses a symbolic value and projects a signal, which influences the purchase behavior of consumers and influences their perception of the product.

Thus, the symbolic values associated with a given color are not always the sale according to the culture. (Example: white symbolizes life and purity in certain countries (Europe) and death in others, notably in East Asia) and are therefore not easy to transpose between markets. Packaging must conform to color codes but also to local habits concerning graphics, character size and symbols used. On the subject of groceries, traditions and tastes are the equal key elements in the purchase decision. Therefore, they tend to develop very slowly as they are strongly rooted in local culture. In this manner, adaptations must often be undertaken in order to satisfy local tastes (ingredients incorporated in different proportions, even omitted, others added, ... ). It will be the same for products for personal use (such as clothing) which are equally strongly influenced by tastes.

Preferences for the different packaging materials (wood, metal, paper, plastic or glass) as well as preferences on the subject of size and wrapping of packaging can vary according to the markets. The product's packaging will have to respect local habits of consumers and distributors on the subject. Language. Language is equally source for adaptations, notably concerning packaging and labeling as well as for instruction and usage manuals for the product. These have to be laid out in the language of the country, often for legal reasons but also for commercial reasons in order to avoiding local consumers resisting buying. Increasingly, manufacturers of consumer goods create multilingual packaging to circumvent this difficulty.

The brand is equally subject to linguistic and cultural constraints. In effect, a domestic brand can be difficult to pronounce or have a vulgar, ridiculous or simply inappropriate meaning in certain countries. Therefore, it is sometimes necessary to translate or change the brand name to adjust it to local preferences, for example by retaining the brand's logo or symbol. Religion. Religion has many impacts on products, more particularly on the ingredients, which can constitute them. For example, in Islamic countries, companies, exporting grocery products based on beef have a supply a certificate declaring that the animals have been slaughtered respecting "Halal" methods.

Alcoholic drinks are equally banned in Middle Eastern countries. Religious restrictions can therefore require product adaptation. There are key differences in cultural affinities. Latin teens, in fact, don't relate to any specific culture; most of their top values are not ascribed to local, general Latin American or American cultures. They do, however, link friendship with local culture, self-esteem with Latin culture and learning with American culture.

Brand messages would wisely steer clear of obvious cultural images and instead focus on key values in a culture-free context. Show, for example, friendship in a local context, confidence in a Latin one, and education in an American one. On an international level, the "cultural risk" is as real as the political risk as cultural differences can create invisible barriers for business. So, the second factors are political ones. The political environment of the company includes national and international political factors which can affect its operations. These factors are called political as they principally emanate from the actions of governments which can be at a local or foreign level.

This category also includes the methods of thinking, and beliefs of all natures which can influence the behavior of governments and citizens opposing the company without them emanating directly from a government (example: nationalism). For the company, the analysis of this political environment is important, as it principally consists of managing the risk that government actions do not influence international operations in a negative way and influence management in a more or less strong way. Small and medium sized businesses are an essential economic pillar of the European Union. Mindful of the major role which they play in the European economic landscape, European institutions and national governments have set up a series of financial incentives, supporting them in the development of their international business relations. Furthermore, different forbidden practices are expressed by the European Union. With the passing of time, economic sanctions and embargoes have become the principle equipment of foreign policy in many countries.

Often they are unilaterally imposed in the hope of destabilizing a country's government, or at least changing its politics. The motivations for their implementation, however, vary strongly from non-respect of human rights to the struggle against the non-proliferation of nuclear arms or terrorism. However sanctions do not always produce the intended effect. They can sometimes only have the consequence of making obtaining goods for the sanctioned country more complicated and expensive, without its government changing its stance.

Sanctions consist of constraining commercial measures aiming at limiting the passage of certain goods to the border, submitting them to specific export regimes. Embargoes or boycotts are generally more restricting as they unilaterally forbid business with a predetermined country, bans connected to a product category in any type of trade. This measure, may be taken for different reasons, therefore the most recent is state security or retaliation. When Iraq invaded Kuwait in August 1990, all the members of the United Nations condemned this hostile action and united to hit Iraq with an embargo.

However, individually the member countries have different commercial relations for geographic or historical reasons, and could not or would not cease all relations with the country. In spite of everything, these nations accepted that to respect the embargo was for the purpose of forcing Iraq to remove its troops from Kuwait. In parallel, arrangements were taken to financially compensate, the countries most affected by these measures. This compensation mechanism has enabled the considerable redressing of the mechanism of United Nations sanctions, which were strongly disparaged until now. It therefore appears that sanctions seem more like a powerful tool. As for social factors the 3 d part of our researching we can offer them as a table.

Class name Social Status Occupational Head of Household % of UK Population A Upper middle Higher managerial, administrative or professional 3 B Middle Intermediate managerial, administrative or professional 14 C 1 Lower middle Superiors or clerical, junior managerial, administrative or professional 27 C 2 Skilled working Skilled manual workers 25 D Working Semi-skilled and un-skilled manual workers 19 E Those at lowest level of subsistence State pensioners or widows, casual or lower-grade workers 12 Appendix 1. Appendix 2. political ecological / environmental issues current legislation home market future legislation European / international legislation regulatory bodies and processes government policies government term and change trading policies funding, grants and initiatives home market lobbying / pressure groups international pressure groups economic home economy situation home economy trends overseas economies and trends general taxation issues taxation specific to product / services seasonality / weather issues market and trade cycles specific industry factors market routes and distribution trends customer / end -user drivers interest and exchange rates social lifestyle trends demographics consumer attitudes and opinions media views law changes affecting social factors brand, company, technology image consumer buying patterns fashion and role models major events and influences buying access and trends ethnic / religious factors advertising and publicity technological competing technology development research funding associated / dependent technologies replacement technology / solutions maturity of technology manufacturing maturity and capacity information and communications consumer buying mechanisms / technology technology legislation innovation potential technology access, licencing, patents intellectual property issues Worked Cite: Marketing for the Nonprofit Organization Agriculture Business Strategies: Developing a Promotional Plan The Strategic Use of Sales Promotion... Not Just for Consumers Katherine C.

Pramataris, Adam P. Vrechopoulos, Georgios I. Doukidis The transformation of the promotion mix in the virtual retail environment: An initial framework and comparative study J. F. Report and J. J.

Sviokla. Managing in the Market space. Harvard Business Review, 72, 6, 1994: 141 - 150. Shirley Light for The Record Promotion Mix Helps Breslau Business Ted Greiner, PhD The infant food industry: Why and how it promotes its products Howard CR, Howard FM, Weitzman M, Lawrence R. Antenatal formula advertising: another potential threat to breast-feeding.

Pediatrics 1994; 94 (1): 102 - 104. George McKenzie To Get Attention From The Media, You MUST Learn The Difference Between Advertising And Publicity Joel Sussman Strategies for Winning the Marketing Race Susan M. Jacksack, J. D.

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