Discussion Questions on the Key International Marketing Issues - Paper Example

1) What are the key International marketing issues addressed in each article?

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The article my Myles Mangram is fixated on the need for better and improved marketing that will introduce a new technology in the market. A technology product is initially expensive to create due to the poor demand and poor economies of scale. Tesla through the use of the Apple marketing approach seeks to market their battery electric vehicles to specific market segment who can afford the product. The low number of production and demand of the BEV vehicles is a marketing issue because of the unfamiliarity of the new product and the existing competition from the 150 years old gasoline vehicles industry (Mangram, 2012).

On the other hand, the key issue in David and Robert article on business to business branding markets seeks to elaborate the complexities of service-dominant logic approach to marketing. The primary problem with this approach to marketing is that it seeks to market goods and services from the value significance of the products to the consumers. This approach is feasible though difficult because the value of goods and services varies from time to time. The primary aim being the ability of an enterprise to add value to another enterprise through referrals. This approach is difficult to optimize the yields from marketing and also it is difficult to establish the value of goods being marketed through the service logic approach (Ballantyne & Aitken, 2007).

2) What conceptual frameworks do the authors develop to analyze the issues they address in their article?

A conceptual framework seeks to organize ideas to derive deeper and better understanding of the problem or issue in question. A conceptual framework seeks to establish an order which can help bring out ideas more clearly. Myles Mangram uses critical analysis, case studies and secondary literature to establish key ideas and comparisons between the traditional automobile marketing and Tesla marketing which takes after the Apple Macintosh high-end marketing which seeks a specific market target for high-end Battery electric vehicles which are a new technology. Through the case study of Apple Macintosh marketing approach, Myles can draw possible options that Tesla has to ensure that their product sells in the market. The article identifies that just like Apple despite the possible diseconomies of scale the organization has the advantage of being uniquely positioned in the automobile market. Through this approach, Myles has been able to develop strategies that Tesla can use to increase their chances of sales growth and market growth over time (Mangram, 2012).

On the other hand, David and Robert use dominant service logic to assess business to business marketing an approach that uses value as a major item to increase organization sales. Service-dominant logic which was developed by Vargo and Lusch uses the dominant service logic to develop a value added and value in use pricing which is an effective approach to improve an organization sales through relationship marketing which is an effective approach to gain referral customers and also establish loyalty of the existing customers. David and Robert argue that service-dominant logic approach is an important and less costly approach to market an organization goods and services. Service-dominant logic is experience based and service oriented. Value creation network of goods and services affects the perception of the consumers which also affects their buying habits (Ballantyne & Aitken, 2007).

References

Ballantyne, D., & Aitken, R. (2007). Branding in B2B markets: insights from the service-dominant logic of marketing. Journal of Business & Industrial Marketing, 22(6), 363-371.

Mangram, M. E. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis. Journal of Strategic Marketing, 20(4), 289-312.