(Definition of ethnocentrism) In addition, ethnocentricity is generally accompanied by a feeling that because one's own culture is the bets, it is easy to feel contempt and hatred towards other cultures that exist, and also, because of this feeling, the world is also seen through rose tinted glasses. (Speak Soft, Speak Sure) This means that since our own culture is the best, it automatically means that all the others must fit into the expectations that are a part and parcel of our culture, especially since their culture is so inferior to ours
This change with the society can and has alleviated some of the challenges and extend some of the opportunities for firms in Dublin, Ireland, (UNCTAD 2006). The underlying role of firms in Dublin, Ireland in relation to the proportion of immigrants in the society is related to the fact that the country's current development strategy is based on its technological status and economic prospects that are linked to its productive capacity, (Bayati and Taghavi 2007)
That is the firms have the potential to reduce unemployment in the country by its direct linkages to productivity improvement, total quality management, and lower costs of production and increasing profits. With a clear understanding of the role of immigrants in the society generally, then the international marketing impact on firms in Dublin, Ireland needs to be examined, (Crick et al
Direct marketing that is being analyzed within this paper has the same function, but within a global framework. According to Cundiff, "direct marketing is grounded under the assumption that opportunities will be recognized, and that the firm's resources will be efficiently allocated to find a profitable marketing exchange," (Cundiff 1988)
The auspices of direct marketing will be applied to business sector in proportion of immigrants in the society so that the analysis will be somewhat technical since the direct marketing framework will be applied to a country analysis. Says Frost, "countries that use of direct marketing strategies are centered on some basic concepts and questions," (Frost 2004):- How applicable and effective will the direct marketing strategies be? Will the phases of direct marketing strategies fit the country and it's the business sector? Markets exist to bring buyers and sellers together in an effort to exchange goods and services
Hettinger (1992) argues that understanding different types of marketing strategies, especially international marketing from an international perspective requires the use of formal cultural theoretical constructs and an examination in an environment that offers complexity in terms of culture, economics, and political practices, hence the paper will concentrate on using proportion of immigrants in the society as a comparative construct for the analysis within the paper. This study may be useful in understanding the impact of international marketing in the international context especially as it relates to challenges that ensue to differences in culture and how this affects other areas of the economy, (Hettinger 1992)
2 Interview Guidelines 33-34 6. References 35-39 List of Illustrations Table 1: Types of Direct Marketing page 16 Figure 1: Business Type page 23 Figure 2: Database Marketing page 24 Figure 3: Direct Marketing page 24 Table 2: Culture & Direct Marketing page 25 Figure 4: Direct Marketing Strategies page 26 Table 3: International Applicability of Direct Marketing page 26 SECTION 1: INTRODUCTION International marketing has been widespread and has been implemented in many organisations, (Hochhauser 2007)
The research hypothesis will be tested via the business sector in proportion of immigrants in the society as measurement criteria with a questionnaire and interviews that were distributed to different firms in the region. This methodological approach is similar to other papers that examined internationalization motives and facilitating factors in the marketing segment, (Hutchinson et al
The idea behind database marketing is that it links information related to the customers including purchasing transactions, products purchased, promotions, media, geodeomographics, lifestyles, demographics, and financial characteristics to guide ongoing marketing efforts. It is clear that international marketing is expansive and extremely useful in a myriad of environments -- however, there has been limited examinations of how cultural differences affect the strategies employed or the differences that ensue in an international framework, (Ojala and Tyravinen 2007)
Although this study will highlight some major aspects of development there is a need to transition from the technological aspect to the economic and social role firms in Dublin, Ireland. More specifically, firms in Dublin, Ireland play an important role in absorbing the workforce as countries make transitions from production to innovation like proportion of immigrants in the society, (Pingkan and Rachmadi 2005)
According to Cateora "the major difference between marketing domestically and marketing directly is that marketing activities are take place across direct borders, which makes all aspects of marketing concepts, processes, and principles more complex," (Cateora 1987). Sandhusen argues that "there are also some important trends that influence direct marketing and provide a base for how it is defined," (Sandhusen 1997)
This paper will focus specifically on this specialized area. The importance of this study is based on the fact that international marketing are strategies that will be affected by culture and oftentimes have to change scope due when being applied within a global context, (Tan et al
Usunier and Cestre (2007) performed a very useful analysis to highlight how "consumers make associations between products and countries" and found that international marketing strategies are not universal or can be implemented in all environments due to cultural differences. Cultural dimensions such as masculinity, higher power distances, and economies that are not market economies are less likely to have success with international marketing due to infrastructural differences, (Usunier and Cestre 2007)
To propose evidence-based international marketing strategies and its applicability in an international context, using firms in Dublin, Ireland with the proportion of immigrants in the society's sector as the methodological framework. STATEMENT OF PROBLEM Direct marketing campaigns are ideal for businesses that have a lot of knowledge about the customers, (Wheaton 2007)
Today the company connects with millions and millions of customers all over the world providing them with close to 30 blends and single-origin premium coffees in a family type environment with brilliant customer service. Starbucks boosts of a brand portfolio that includes Starbucks coffee, Seattle's best coffee, LaBoulange, Evolution fresh and so many more (Paunikar, 2012)
This can be attributed to various factors such as the fact the India economy underwent a massive liberation that opened the economy for foreign investors and trade. These new policies have enabled multinational companies to take advantage and invest into the country (Parikh, 2009)
The mission of the company is "to inspire and nature the human spirit-one cup and one neighbor at a time." Over the years Starbucks has undergone a rapid expansion and now it is the largest coffeehouse company in the world with close to 149,000 employees (Speiser, 2003)
Tourists come from England, U.S.A, Japan, Germany and many others (Roby, 2010)
This will ensure that Starbucks targets the generation of young consumers with advertisements. These town cities are also tourists' hot spots and these tourists are aware of such multinational brands as Starbucks (Bahre, 2010)
The pricing factor is the result of the overall assessment of the above. "Once firmly established, the firm can then expand to new horizons and involve in many different kinds of activities like social welfare to gain trust of the local population, it is considered to be a good exercise and is worth many other gains"(Beckman 57)