Marketingová esej - Critically analyse which has greater impact on an organisation moving from one country to another, cultural or non-cultural factors?

In this essay the author is looking at the following issues and ideas.
• Firstly, the idea of International and Global Marketing and their characteristics and implications.
• Secondly, the cultural factors of moving an organisation’s product or service to another country and their effect upon the Marketing Mix.
• Thirdly, the non-cultural factors and their effect upon the Marketing Mix.
• Finally, the market entry strategies which may be employed and their implication for the chosen organisation.

‘It is not the marketing environment itself that is important but the firm’s ability to cope with it.’ (Bradley, 1999, p.3)

Global marketing can be seen as, ‘the creation of a single strategy for a product, service, or company for the entire global market, encompassing many markets or countries simultaneously and aimed at leveraging the commonalties across many markets.’ (Jeannet and Hennessey, 1998, p.6)