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Levitts Globalization

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Submitted By sraj
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Companies are leaning more towards marketing their products internationally owing to saturation of old markets. The series of marketing strategy questions arises such as customization of products to meet new consumers, items consumers prefer, how to market these new products etc.

Many multinational companies trying to meet individual needs have lost in the competition where as well managed companies have emphasized on moving from customization to standardized products that are advanced, functional, reliable and low priced. Global companies which concentrate on what everyone wants than worrying about the details of what everyone thinks they might will achieve long-term success. Globalization of markets is the process of planning the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives in more than one nation for profit. Some of the factors that have led to globalization are Technological, Economical, Social and political factors explained below.

Technology has played a major role in driving market towards commonality. People in isolated places and impoverished people are leaning more towards modern life influenced by technological advancements. With the advancement in technology market is becoming more and more global leading to standardization of products to meet the requirements of the market at a large scale. This is achieved by increase in the scale of production, distribution, marketing and management. These standardized products can be then sold in the market at reduced prices and increase the sales, further driving away competitors who are struggling to make customized products. Technology has shown a big leap in the globalization of market by changing market conditions such as selling a product at a lower rate and making the same product available to the

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