Internation Marketing Assignment Example | Topics and Well Written Essays - 2250 words

Internation Marketing - Assignment Example While retail stores and other associated channels provide arenas where final transactions take place and consumption begin, the impact of retailing activities on customer demand has largely been ignored in the theory of marketing, with few exceptions such as the late Hollander whose research has continuously proved to be of great contribution to market researchers. Hollander argued that the fundamental of market theory was aimed at understanding how retailers have acted (and still act) as consumption modifiers and gatekeepers. Likewise, Hunt noted in 1983 that marketing study involves the study of exchange behavior and institutional frameworks through which exchange occur. Hunt’s view was that the study should be a fundamental marketing explanda. Within the marketing arena, slow knowledge change on retailing has been achieved. This however should be the case considering the numerous technological and socio-cultural advancements the world continues to witness every passing moment. One exception for the slowness is the historic nature of most marketing research activities. Hollander noted that much study was a historical or highly â€Å"anecdotal†. The call for response to Hollanders challenge was echoed by Alexander in 1997. In Alexanda’s perspective, the importance of retailing and marketing to modern business development cannot be underestimated. Much action needs to be taken in ensuring that theories and frameworks that are developed are beneficial to the growing business world. One area that is of great concern is the issue of ethnocentricity in business and especially in international marketing although it has not been incorporated in previously formulated theories. From the facts discussed above, it is noted that marketing managers and market researchers often fail to take into consideration ethnocentrism in their conceptual frameworks, practice and