netrashetty
Netra Shetty
American Eagle Outfitters (NYSE: AEO) is an American clothing and accessories retailer based in Pittsburgh, Pennsylvania. The American Eagle Outfitters brand targets 15 to 25 year old girls and guys, with 900+ stores in the U.S. and Canada and online at www.ae.com. aerie by American Eagle offers apparel and intimates collections for the AE girl, with 150+ stand-alone stores in the U.S. and Canada and online at www.aerie.com. The latest brand, 77kids by American Eagle, is available online at www.77kids.com, as well as at nine stores across the nation. The 77kids brand offers small sizes and great big style for kids 0-14. AE.COM, the online home of the brands of AEO, Inc. ships to 76 countries worldwide.[3]
It was founded in 1977 by Mark and Jerry Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman's Menswear. The Silvermans sold their ownership interests in 1991.[4] On March 16, 2010, American Eagle Outfitters opened its first store in the Middle East at Mirdif City Centre in Dubai, United Arab Emirates.[5] Some of the best selling products of American Eagle Outfitters are low-rise jeans, polo shirts, graphic T-shirts (with the AE logo and year established), henleys, boxers and briefs, outerwear, and swimwear.[6]
Marketing communications normally deals with the capability of the company to convey messages to their core clientele. Nowadays, the use of the internet and even mobile technology are often included in the marketing communications plan of a company. (Neumann and Sumser 2002, 9) In creating a sound communications plan, the organisation avoids any loss in productivity, false starts, and personal loss. (p10) Basically, this shows that marketing communications is important to the company because it allows the organisation to be more efficient and capable of creating more revenue.
Cleaving to the idea of conveying the product to the market, it manifests a close connection to advertising and even brand management. (Chan-Olmsted 2002, 641) Other forms of conveying information from the company to its external environment is seen in person selling, trade fairs, advertising and public relations. In the context of person selling, the product is presented by a salesperson in a one-to-one basis. (Sheshunoff 1999, 22) Some example of this method is door-to-door sales pitches and telemarketing.
On the other hand, trade fairs are now considered not only as one of the quickest way to enter a market, but also the quickest way to establish social ties in the host market. Ellis (2000, 443) mentioned in his article that this types of initiated exchange tends to be characterised as a fortuitous encounter. This means that the participation in such areas tend to involve three parties: buyer, seller, or a third party.
Advertising, on the other hand, essentially applies the traditional methods used in invitations to treat and direct advertisements to the consumers. There have been numerous studies that have manifested that what tend to improve lives for people are those that are considered successful advertisements. (Bright, 2000, p. 12) These articles maintain that the employment of “mass markets, aggressive advertising, and expanded distribution networks” has developed organisations a lot in the context of gaining competitive advantages. This consecutively has made developments in existing products and services for the consumers. Along with traditional advertising, there are also those that fall under alternative methods of marketing. One such approach is the employment of “word-of-mouth marketing.” In the study of Hogan, Lemon, and Libai (2004, 271) maintained that organisations have ceaselessly abandoned the possibility of word-of-mouth marketing. Another alternative marketing method is called "guerrilla marketing.” (Werner, 2003, 239) In the study of Werner (2003), he indicated a number of marketing activities are considered guerrilla marketing. Product placements in films and in the small screen have been among the forerunners of this kind of marketing.
XI. Conclusion
Globalisation may well be the most significant contribution of the 20th century. As possibilities still emerge on a daily basis, the global community will continue to develop into a dynamic entity capable of great things and opportunities to those who seek its assistance. The discussions above have provided a clear explanation of the importance of international marketing in for businesses, both big and small. Essentially, the study have maintained that companies that engage in international marketing would only be as successful if they are able to be well acquainted with the individual markets in which the international company operates. The demand for flexibility has become intense for companies. Aside from considering the needs for an international presence, companies are similarly seeking ways to address the local needs of their customers. In using international marketing and its strategies, these companies are able to recognise where they could improve on. With the use of international market research, they are able to recognise the courses of action to address these demands. In any case, the paper has provided an analysis of the importance of the international marketing concepts as well as the strategies that comes along with it.
It was founded in 1977 by Mark and Jerry Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman's Menswear. The Silvermans sold their ownership interests in 1991.[4] On March 16, 2010, American Eagle Outfitters opened its first store in the Middle East at Mirdif City Centre in Dubai, United Arab Emirates.[5] Some of the best selling products of American Eagle Outfitters are low-rise jeans, polo shirts, graphic T-shirts (with the AE logo and year established), henleys, boxers and briefs, outerwear, and swimwear.[6]
Marketing communications normally deals with the capability of the company to convey messages to their core clientele. Nowadays, the use of the internet and even mobile technology are often included in the marketing communications plan of a company. (Neumann and Sumser 2002, 9) In creating a sound communications plan, the organisation avoids any loss in productivity, false starts, and personal loss. (p10) Basically, this shows that marketing communications is important to the company because it allows the organisation to be more efficient and capable of creating more revenue.
Cleaving to the idea of conveying the product to the market, it manifests a close connection to advertising and even brand management. (Chan-Olmsted 2002, 641) Other forms of conveying information from the company to its external environment is seen in person selling, trade fairs, advertising and public relations. In the context of person selling, the product is presented by a salesperson in a one-to-one basis. (Sheshunoff 1999, 22) Some example of this method is door-to-door sales pitches and telemarketing.
On the other hand, trade fairs are now considered not only as one of the quickest way to enter a market, but also the quickest way to establish social ties in the host market. Ellis (2000, 443) mentioned in his article that this types of initiated exchange tends to be characterised as a fortuitous encounter. This means that the participation in such areas tend to involve three parties: buyer, seller, or a third party.
Advertising, on the other hand, essentially applies the traditional methods used in invitations to treat and direct advertisements to the consumers. There have been numerous studies that have manifested that what tend to improve lives for people are those that are considered successful advertisements. (Bright, 2000, p. 12) These articles maintain that the employment of “mass markets, aggressive advertising, and expanded distribution networks” has developed organisations a lot in the context of gaining competitive advantages. This consecutively has made developments in existing products and services for the consumers. Along with traditional advertising, there are also those that fall under alternative methods of marketing. One such approach is the employment of “word-of-mouth marketing.” In the study of Hogan, Lemon, and Libai (2004, 271) maintained that organisations have ceaselessly abandoned the possibility of word-of-mouth marketing. Another alternative marketing method is called "guerrilla marketing.” (Werner, 2003, 239) In the study of Werner (2003), he indicated a number of marketing activities are considered guerrilla marketing. Product placements in films and in the small screen have been among the forerunners of this kind of marketing.
XI. Conclusion
Globalisation may well be the most significant contribution of the 20th century. As possibilities still emerge on a daily basis, the global community will continue to develop into a dynamic entity capable of great things and opportunities to those who seek its assistance. The discussions above have provided a clear explanation of the importance of international marketing in for businesses, both big and small. Essentially, the study have maintained that companies that engage in international marketing would only be as successful if they are able to be well acquainted with the individual markets in which the international company operates. The demand for flexibility has become intense for companies. Aside from considering the needs for an international presence, companies are similarly seeking ways to address the local needs of their customers. In using international marketing and its strategies, these companies are able to recognise where they could improve on. With the use of international market research, they are able to recognise the courses of action to address these demands. In any case, the paper has provided an analysis of the importance of the international marketing concepts as well as the strategies that comes along with it.