Gurus On Marketing

According to Malcolm McDonald 9 :
‘A recent study of leading companies carried out by Cranfield
showed that a marketing plan should contain:
• A summary of all the principal external factors which
affected the company’s marketing performance during the
previous year, together with a statement of the company’s
strengths and weaknesses vis-à-vis the competition. This
is what we call a SWOT (i.e. strengths, weaknesses,
opportunities and threats) analysis.
• Some assumptions about the key determinants of marketing
success and failure.
• Overall marketing objectives and strategies.
• Programmes containing details of timing, responsibilities
and costs, with sales forecasts and budgets.’
Globalisation and global marketing
Globalisation is transforming the fundamental structures and nature
of international trade. The process of globalisation influences the way
we trade, our trading partners, the skills required to compete in an
environment, the innovation of organisation, labour mobility, and
cultures and values.
The collapse of communism and almost universal support for market
economies, combined with accelerated technological developments
and explosion of information, have encouraged a far greater trend
towards globalisation than before.
Writing on ‘The Globalisation of Markets’ Theodore Levitt 10 , says:
‘Commercially, nothing confirms this so much as the booming
success of McDonald’s everywhere from the Champs Elysees to
the Ginza, of Coca-Cola in Bahrain and Pepsi in Moscow, and of
rock music, Greek salad, Hollywood movies, Revlon cosmetics, Sony
televisions, and Levi jeans everywhere…’
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GURUS ON MARKETING