MKT MGT Essay Example | Topics and Well Written Essays - 2500 words

MKT MGT - Essay Example Broadly it tells who the product will be sold to, the marketing mix and its differentiation and positioning plans. The daily newspaper that I have selected for the purpose of this report is Financial Times. It is a corporate or business daily newspaper that is published in United Kingdom but is rotated all over the world. It was launched in 1988 by Horatio Bottomley. It was initially known as the London Financial Guide but was renamed later in the same year. In the early years it was in competition with another publication known as financial news but then both the papers were merged into 6 pages newspaper. It has a worldwide publication of around 432,990 (Mikdashi 2001). In this case the business usually divides the market into sub division based on some common characteristics such as demographics and then one or more segments are selected as target audience. This way they are able to cater to the needs of the audience in a better way. Segmentation can be based on multiple characteristics even. Initially Financial Times was only published in UK and was targeted for business people in that region but as globalization increased and the world started shrinking FT increased its coverage and started seeping from the UK boundaries. The first target audience was Germany with publication in Frankfurt then slowly it became a global newspaper with special additions and supplement for UK, USA, Middle East, Asia and continental Europe. Therefore people all around the world come under their scope and there is no segmentation in terms of geographic region. As the name suggests Financial Times is a business or corporate newspaper which is read by people who belong to the corporate world or students who plan to join it soon. This is the major most focus market of Financial Times. Apart from this people who have interest in the financial working of the market are also

Discuss Hirst and Thompsons view that globalization, as conceived by Essay

Discuss Hirst and Thompsons view that globalization, as conceived by the more extreme globalizers, is largely a myth - Essay Example The first reason is that globalisation is not a new, unprecedented phenomenon. It has been going on for over 2,500 years,3 being greatly instrumental in helping ancient Greek, Roman, Chinese and Middle Eastern civilisations bring together large areas.4 Silks from Asia were sold in the Roman Empire under the rule of Julius Caesar. The Middle Ages period witnessed Europeans buying pepper grown in Asia. Portugal ousted the Ottomans to establish control over the Indian Ocean in the 16th century, with its powerful caravels and carracks guaranteeing spice trade. The same scenario is repeated today, only this time it is the mighty fleet of U.S Navy carriers that is safeguarding the oil trade.5 The Dutch East India Company is credited with transforming globalisation into a remarkable business development in the 17th century. Dubbed as the world’s first Multinational Company {MNC} it pioneered the allotment of shares {a crucial driver for globalisation} as a method of dividing risk and facilitating joint ownership. During the 19th century, the liberalisation that took place {dubbed as the ‘First Era of Globalisation’} saw the speedy growth of trade and investment first between the European imperialist nations and their colonies, and later between the former and the United States.6 The second reason is the existence of Regional Blocks. Contrary to the concept of globalisation that involves the manufacture and distribution of goods and services of similar characteristics and quality on a global basis, nearly all trade involving big companies currently occurs within these blocks. Prominent traders find it more logical and profitable to concentrate on national and regional levels.7 Research has established that business enterprises tend to conduct operations in one of 3 Regional Blocks – North America, the EU and Japan.8 Within each Regional Block, trade activities are largely carried out by the Multinational Companies (MNCs)