netrashetty
Netra Shetty
The Monsanto Company (NYSE: MON) is a U.S.-based multinational agricultural biotechnology corporation. It is the world's leading producer of the herbicide glyphosate, marketed as "Roundup". Monsanto is also the leading producer of genetically engineered (GE) seed; it provides the technology in 90% of the world's genetically engineered seeds.[2] It is headquartered in Creve Coeur, Missouri.[3]
Agracetus, owned by Monsanto, exclusively produces Roundup Ready soybean seed for the commercial market. In 2005, it finalized purchase of Seminis Inc, making it the world's largest conventional seed company.
Monsanto's development and marketing of genetically engineered seed and bovine growth hormone, as well as its aggressive litigation, political lobbying practices, seed commercialization practices and "strong-arming" of the seed industry[4] have made the company controversial around the world and a primary target of the alter-globalization movement and environmental activists. As a result of its business strategies and licensing agreements, Monsanto came under investigation by the U.S. Justice Department in 2009.[4][5]
The three-screen media scenario—TV, computer and mobile—is giving way to a multiscreen media reality for consumers. Television screens and programming still command the lion’s share of Americans’ media day.
But the internet is having a profound effect on consumers’ viewing habits and the proliferation of devices is altering their viewing behavior.
eMarketer estimates that in 2011, 68.2% of US internet users, or 158.1 million people, will be watching video content online each month.
By 2015, that figure will increase to 76% of internet users, or 195.5 million people. In the same period, online video advertising spending will surge from $1.97 billion to $5.71 billion.
“Consumers are not ready to go over the top, but they are edging closer,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “The Video Viewing Audience: Trends for Marketers.” “They care most about convenience, cost and choice, and are interested in viewing options to the extent that they fit in with those demands.”
Television is still the dominant screen for US viewers, but newer technologies make it easy to timeshift shows to suit consumers’ schedules—even while watching on a TV set. Gaming consoles, present in a majority of households, also facilitate streaming.
eMarketer expects that this year, 69.4 million adults will watch TV shows at least once a month through some type of internet connection, meaning the show could be watched on a TV set, computer screen or mobile device.
By 2015, nearly 100 million adults, or 48% of all adult internet users, will do the same.
“There is no one-size-fits-all approach to advertising around video content, given the myriad devices and demographics that are intersecting,” said Phillips. “Brand marketers need to know their target audiences expect to be entertained with strong creative.”
place. Nations has become virtually a partition demarcating certain geographical areas of an enormous community. The business sector may well be the foremost area which is influenced by the increase in proximity among nations. Commerce has become a transnational affair. Along with these developments, the major principles of business are also taken into consideration. More importantly, the context of marketing has to undergo changes in order to fit the demands of international businesses. This paper will be taking a close look on the importance of international marketing for organisation seeking to operate in the international setting. In the same manner, the study will be covering the areas on which international marketing influences. Specifically, a look in international marketing environment, dynamics of domestic and international marketing, international marketing strategies, implications of culture differences, international market research, the operations of small and medium sized enterprises (SMEs) in the international market, types of market entry, and the typically employed market communications initiatives in the international setting. The observations and arguments used in the following discussions are to be based on the journals and academic articles that deal directly with international marketing and international marketing theories.
II. International Marketing
Trading internationally is a phenomenon that dates back in the ancient civilisations when galleons and junks were the foremost modes of transportation to send out merchandise from one country to another. In recent times, international trade is driven by “market, cost, government, competition and other factors.” (Stone and McCall 2004, 3) In looking at this definition, it appears that a lot is laid on the line for every company who seeks to operate in an international level. Any wrong decision or any indiscretion that the company may undertake could spell success and failure of the international venture. Thus, the need to understand and become well acquainted with the international market is a key ingredient in every company’s pursuit to eliminate the possibility of failure. In looking at this claim, it appears that the environment holds the answer for company who seeks to enter the international market. As mentioned in the work of Rao (1998, 256) “the international environment directly affects the firm's strategic options.” This therefore reinforces the importance of knowing the minutiae of the international environment before taking on initiatives towards operating in an international level. In this regard, any company that seeks to indulge on its international operations would have to make their strategy fit every aspect of the environment. (p 256) Taking this into consideration, it appears that planning is an essential part of the process. As Stone and McCall (2004, 221) mentioned in their work, the process of international marketing involves more that the basic elements of planning. More specifically, international marketing entails “careful planning to achieve the organization's strategic goals.
Agracetus, owned by Monsanto, exclusively produces Roundup Ready soybean seed for the commercial market. In 2005, it finalized purchase of Seminis Inc, making it the world's largest conventional seed company.
Monsanto's development and marketing of genetically engineered seed and bovine growth hormone, as well as its aggressive litigation, political lobbying practices, seed commercialization practices and "strong-arming" of the seed industry[4] have made the company controversial around the world and a primary target of the alter-globalization movement and environmental activists. As a result of its business strategies and licensing agreements, Monsanto came under investigation by the U.S. Justice Department in 2009.[4][5]
The three-screen media scenario—TV, computer and mobile—is giving way to a multiscreen media reality for consumers. Television screens and programming still command the lion’s share of Americans’ media day.
But the internet is having a profound effect on consumers’ viewing habits and the proliferation of devices is altering their viewing behavior.
eMarketer estimates that in 2011, 68.2% of US internet users, or 158.1 million people, will be watching video content online each month.
By 2015, that figure will increase to 76% of internet users, or 195.5 million people. In the same period, online video advertising spending will surge from $1.97 billion to $5.71 billion.
“Consumers are not ready to go over the top, but they are edging closer,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “The Video Viewing Audience: Trends for Marketers.” “They care most about convenience, cost and choice, and are interested in viewing options to the extent that they fit in with those demands.”
Television is still the dominant screen for US viewers, but newer technologies make it easy to timeshift shows to suit consumers’ schedules—even while watching on a TV set. Gaming consoles, present in a majority of households, also facilitate streaming.
eMarketer expects that this year, 69.4 million adults will watch TV shows at least once a month through some type of internet connection, meaning the show could be watched on a TV set, computer screen or mobile device.
By 2015, nearly 100 million adults, or 48% of all adult internet users, will do the same.
“There is no one-size-fits-all approach to advertising around video content, given the myriad devices and demographics that are intersecting,” said Phillips. “Brand marketers need to know their target audiences expect to be entertained with strong creative.”
place. Nations has become virtually a partition demarcating certain geographical areas of an enormous community. The business sector may well be the foremost area which is influenced by the increase in proximity among nations. Commerce has become a transnational affair. Along with these developments, the major principles of business are also taken into consideration. More importantly, the context of marketing has to undergo changes in order to fit the demands of international businesses. This paper will be taking a close look on the importance of international marketing for organisation seeking to operate in the international setting. In the same manner, the study will be covering the areas on which international marketing influences. Specifically, a look in international marketing environment, dynamics of domestic and international marketing, international marketing strategies, implications of culture differences, international market research, the operations of small and medium sized enterprises (SMEs) in the international market, types of market entry, and the typically employed market communications initiatives in the international setting. The observations and arguments used in the following discussions are to be based on the journals and academic articles that deal directly with international marketing and international marketing theories.
II. International Marketing
Trading internationally is a phenomenon that dates back in the ancient civilisations when galleons and junks were the foremost modes of transportation to send out merchandise from one country to another. In recent times, international trade is driven by “market, cost, government, competition and other factors.” (Stone and McCall 2004, 3) In looking at this definition, it appears that a lot is laid on the line for every company who seeks to operate in an international level. Any wrong decision or any indiscretion that the company may undertake could spell success and failure of the international venture. Thus, the need to understand and become well acquainted with the international market is a key ingredient in every company’s pursuit to eliminate the possibility of failure. In looking at this claim, it appears that the environment holds the answer for company who seeks to enter the international market. As mentioned in the work of Rao (1998, 256) “the international environment directly affects the firm's strategic options.” This therefore reinforces the importance of knowing the minutiae of the international environment before taking on initiatives towards operating in an international level. In this regard, any company that seeks to indulge on its international operations would have to make their strategy fit every aspect of the environment. (p 256) Taking this into consideration, it appears that planning is an essential part of the process. As Stone and McCall (2004, 221) mentioned in their work, the process of international marketing involves more that the basic elements of planning. More specifically, international marketing entails “careful planning to achieve the organization's strategic goals.
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