Introduction
Global marketing can be defined as worldwide marketing which involves the movement of goods and services from one country to another. It is a form of free trade whereby there are no protective measures which are imposed on trade. Trade takes place globally without any restrictions to trade. When a country becomes a world trader, then it involves a common market for the selling of these goods. There are ambient conditions that affect marketing. Ambient conditions are environmental factors that affect the production of a product. There are several ambient conditions to the environment and some of them include ventilation, thermal conditions, noise and vibration, indoor air quality, outdoor air quality, lightning, scents among others. (Camuffo, 2003).
The research investigates that the physical environment of the service delivery can have so much impact on the customer’s evaluation of the service experience and behavioral intentions. The physical environment is thought to have a wide impact on the consumer’s demand for certain goods and services. (Camuffo, 2003).
Scents
Most of the retailers have been using scents in most of their marketing activities. These scents are used to attract more customers to buy your product. For example, the air from the in-store bakery is usually blown into the store and this is meant to attract consumers’ attention and increase their interest in that product. This scent is supposed to market their product and its quality hence making the consumers buy more of this product.
Recent technologies have come with diversified ambient scents which are usually used by retailers in the retail environment. Contrarily, ambient scents are thought not to originate from specific products and some people view them as environmental cues. These scents have a great impact on the consumers. Their influence on consumer behaviors goes beyond the signaling of this product. (Ghemawat, 2004).
Many retailers usually use these scents to attract more customers and this condition is seen to be one of the ways which most retailers are commonly using to increase their sales. Research is been taken on how the ambient scents affect the products sold in the market by these retailers. Many researchers argue that most of the ambient scents have positive responses and are thought to influence these products so much.
Other ambient conditions like increased temperatures affect the consumer’s response to the service environment. For example, disinfectants on certain fruits affect these products. They have an effect on the packaging and the storage environment on the quality of these fruits. You find that these fruits have storage temperatures and when these temperatures are increased or decreased, the quality of the product is affected hence have an influence on consumer demand. For example, the shelf life for mangoes kept in the evaporative cooling unit when increased for several days when compared to the ambient conditions, these temperatures affect the total quality of mangoes. (Ghemawat, 2004).
Noise
Noise is another condition that can affect production. You find that most of the consumers are not used to noisy areas and can have an influence on their demand. Retailers have to maintain a calm environment if they want these people to shop in their stores. For example, when businesses are constructed near manufacturing industries, you find that these places are usually noisy and many people would not wish to stay around these places. As a result, you find that consumers will not be in a position to reach your services. An example is the automobile industry. These industries are usually noisy and are constructed away from the residential areas since their noise might have an impact on the people. (Kashani, 1989).
Ventilation
Good ventilation is also another condition that might influence the consumer’s demand. If your store is not well ventilated, then you find that most of the consumers want well-ventilated rooms. Good ventilation ensures that there is free movement of air circulation and hence if your store is well ventilated, then many customers will be attracted to your store. (Kashani, 1989).
Increased temperatures
Ambient temperatures can also be used in the production of eggs which might have an impact on the whole production and the consumption of the consumers. These temperatures can be used in the hatching of eggs. Ambient conditions can function not only to synchronize activity within the suitable environment but can also be used in certain egg embryos. These conditions make the eggs hatch above-ground conditions and hence leading to the successful emergence from the nest. When these eggs are put under high conditions, you find that the eggs can hatch so quickly hence leading to higher production. (Kashani, 1989).
Ambient ultraviolet radiation
Research shows that there is a dual response of the motile behavior in both fresh water and experimental conditions. Cellular repair mechanisms are thought to be activated during sunny conditions. (Kashani, 1989).
Conclusion
Environmental ambient temperatures have an impact on the consumer’s demand. For example air circulation. Everybody needs good clean air and when the environment is polluted, and then you find that most of the customers will tend to buy from the clean markets.
Reference
Camuffo, A. (2003). Globalization. Department of business economics and management Ca Foscari University of Venice, Italy.
Douglas, S and Wind, Y. (1987). The myth of globalization. Columbia Journal of world business 22.
Ghemawat, P. (2004). The hard reality of global expansion. Harvard Business Review.
Huszagh, S. (1993). Global marketing: An empirical Investigation, Columbia Journal of World Business.
Kashani, K. (1989). Global marketing. Harvard Business Review 67.