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The Importance of Marketing in Today

The document discusses how globalization, technology, and changing business models have made it difficult for companies to control their own markets, leading more organizations to adopt marketing strategies to appeal to customers and differentiate their offerings. It explains that effective marketing now requires collaboration across an entire organization and drives demand, so marketing is becoming more important even for companies where it did not traditionally play a large role.

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Muhammad Usman
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129 views2 pages

The Importance of Marketing in Today

The document discusses how globalization, technology, and changing business models have made it difficult for companies to control their own markets, leading more organizations to adopt marketing strategies to appeal to customers and differentiate their offerings. It explains that effective marketing now requires collaboration across an entire organization and drives demand, so marketing is becoming more important even for companies where it did not traditionally play a large role.

Uploaded by

Muhammad Usman
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The importance of marketing in today’s global

economy
Today, businesses around the world, both large and small, cannot ignore the impact that the
global economy is having on their performance.  Globalisation, the internet, and information
transparency have led to an increasingly mobile workforce, ever more fickle customers, and
rapidly changing technologies and business models.  One result of this seemingly inexorable
trend is that companies are less able to predict - let alone control - the short-term shape of their
own markets.

As a result, more and more organisations are choosing to adopt a marketing-led philosophy to
enable them to win market share and capture and retain the hearts and minds of current and
prospective customers. Marketing is becoming more important as organisations around the world
strive to develop products and services that appeal to their customers and aim to differentiate
their offering in the increasingly-crowded global marketplace.
These complex issues heighten the need for effective marketing whilst expanding its scope
beyond the ‘marketing function’.  Put simply, marketing is no longer the sole prerogative of a
single ‘function’, even if the leadership on marketing comes from that function, together with the
framework within which marketing strategies are conceived, developed, planned, executed,
reviewed and improved.

It used to be that a company could rise to the top of its industry and deliver superior shareholder
returns by doing one thing well.  Not anymore.  Marketing’s perceived ability to orchestrate
collaboration across an organisation (and its role in driving demand in markets that suffer from
low rates of consumption) indicates that marketing is becoming increasingly important, even in
organisations and sectors where it has, perhaps, traditionally taken a back seat.

Import & Export Services

Global Business Professionals provides a wide variety of import and export services.

Import Services

Global Business Professionals can help in all facets of the import process.  From the
overseas factory to the final destination, we will make sure importing to the United States
is a straightforward and seamless process.  Our services are customized to fit our clients
needs and can include assistance with U.S. Customs/TSA documentation, arranging
inbound air and ocean freight,  warehousing services and U.S. Customs clearance. 
Export Services

Global Business Professionals can also assist in exporting from the United States to the
world. We can help find markets for your products and then make sure that these products
arrive at their destination in a manner specified.  As with our import services, this could
include but is not limited to export documentation, drayage to the port, containerization,
outbound air and ocean freight and final delivery.

Financial Intermediary

Doing business internationally can come with some financial uncertainty arising from a
variety of factors including foreign financial institutions, foreign exchange rates, as well as
other countries‘ judicial and political system.  Global Business Professionals can take the
risk out of these transactions by acting as an intermediary between our client and their
business counterpart.    

Inspection Services

While most overseas suppliers operate in good faith, there is often uncertainty that the
contracted products will actually be the products received.  Discrepancies can arise from
miscommunication in emails and faxes, the language barrier, and simply cultural
differences. Since Global Business Professionals’ people are actually on the ground at the
overseas location, we can physically inspect goods before they are shipped to make sure
they comply with what you ordered.  Some of the areas for which Global Business
Professionals can inspect are:
- Quantity – making sure your shipment is complete
- Quality – verifying that the goods conform to your specifications
- Packing – making sure your shipment is packaged as ordered, to prevent loss or breakage,
and with the proper markings to ensure smooth passage through inbound customs

Global Business Professionals can also provide more in-depth services such as involvement
in the manufacturing process, raw material inspection and production processes.

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