Business Marketing Essay Example | Topics and Well Written Essays - 1250 words

Business Marketing - Essay Example Among this two, the marketers mainly use the concept of adaption i.e. changing the product according to needs of the customers belonging to different countries as various major companies have failed due to use of the straight extension policy. One of such examples could be Google Inc. Google entered in the year 2007 and became one of the leading search engines in the Chinese market. However, Google had been using the same marketing mix in China also. The internet content in China was heavily censored by the government and soon the problems in the form of delays lead to customer dissatisfaction and Google started to lose market share. To make things worse for the company, Google started facing competition from local search engine company Baidu. Google tried to censor the contents but it turned out to be a bit too late and Google had to leave the country. This case shows how important the external environmental factors are important in case of international marketing and how neglecting those factors can lead to heavy prices (Czinzota, Ronkainen, Moffett, Marinova & Marinov, 2009, pp. 423-429). Answer-2 Intermediaries are the channel partners that help the marketers to reach out to customers. Intermediaries are mainly middle –men like wholesalers, retailer, etc (Kotler, 2001, p. 25). From the point of view of the marketers intermediaries are of great help when it comes to market expansion and customer reach. Intermediaries help the marketers to reach to different customers within a relatively short period of time. The intermediaries like wholesalers and retailers help the marketers in breaking the bulk and selling the end product to the customers. Without the help of the intermediaries it would be extremely difficult to reach to the customers on their own. Also sometimes intermediaries may actually have better knowledge of a certain section of the market as compared to the marketers. Hence the marketers can actually use the knowledge and expertise of the in termediaries to gain customer insights. Also in some cases the reputations of the intermediaries help the marketers in case of promoting the product. The importances of the intermediaries become even more important in international marketing. In case of international marketing the marketers operate in alien conditions. The brand awareness of the marketers in the international market is very low. Also the marketers have little insight and knowledge about the customers. If the marketers would look to invest directly in the market it could prove to be of great risks due to the facts mentioned above. Hence, most of the times the marketers look for joint ventures or strategic alliance with some local firms. These firms usually have good insights about the local market. This allows the company to use the marketing and sales of the local firm. In this way the intermediaries help the marketers in cost as well as in risk reduction (Henry, 2008, p. 89). One of the major concerns in case of th e use of the intermediaries for the marketers has been the issue off control. On numerous

Scale Construction Evaluation Project and report Essay

Scale Construction Evaluation Project and report - Essay Example A., & Lefcourt, H. M. ,1983; Miczo, N, 2004) It alleviates stress and can be resorted to in building stronger interpersonal relationships. Studies on humor’s implications on physical health have likewise been done and it shows that â€Å"there is very little evidence of stress-moderating effects of humor on health-related outcomes, using existing self-report measures of sense of humor and life events measures of stress† (Martin, 2001, conclusion, para. 13). However, it was also contended that certain types of humor may be effective with certain types of stress. Self-report measures of humor have been developed and used in studies on humor. The Situational Humor Response Questionnaire (SHRQ), (Martin & Lefcourt, 1984) measures respondents’ degree to which they smile and laugh in a wide variety of situations. The Coping Humor Scale (CHS), (Martin & Lefcourt, 1983), participants evaluate how they use humor as a coping strategy. The Sense of Humor Questionnaire (SHQ-6), (Svebak, 1996) evaluates different components of the humor process and the Multidimensional Sense of Humor Scale (MSHS), (Thorson & Powell, 1993) investigates different humor behaviors such as humor creation and humor appreciation. In 1999, Martin and associates (Phulik-Doris and Martin, 1999) developed a humor scale measuring four humor styles: Social humor (tendency to share humor with others to put them at ease and enhance relationships); Self-enhancing humor (tendency to maintain a humorous outlook on life even when not with others, to cope with stress or to cheer oneself up); Self-defeating humor (tendency to amuse others by self-disparagement to hide one’s true feelings from self and others); and Hostile humor (tendency to use offensive humor to put down or manipulate others). This 60-item Likert-type format questionnaire has been developed and validated by Puhlik-Doris and Martin (1999) in a large Canadian sample. This original version of the Humor Styles Questionnaire was