The global market is associated with different risks and opportunities for manufacturers and retailers (Chinta, 2006). Every marketer is making tough decisions in order to emerge successful in our globalizing world. This situation explains why retailers should grasp every opportunity. Online retailers can establish clear business strategies from those with offline stores. The first strategy is determining the best category of online retailing in order to make every marketing strategy successful. The online retailer should also “utilize category-specific quality-measurement tools in order to make his or her marketing process successful” (Francis, 2007, p. 353). According to Francis (2007), online retailers should use the best components similar to those used by offline marketers. Online retailers should ensure the information is visually appealing and easy to locate. The marketer should also consider the implications of every dimension such as security, customer service, delivery, and transaction. Most of the consumers targeted by off-line marketers are sensitive about tangible cues or images of different products or services (Francis, 2007). This is different for online consumers. This explains why online retailers should be sensitive about the dimensions of internet retailing quality (IRQ). The marketer should ensure the availed information for online services or goods is easy to read. The website should also be attractive to the consumer.
The current wave of technological explosion explains why many businesses and marketers are establishing themselves as online retailers (Kotler & Keller, 2012). Marketers with physical stores can use online strategies to sell their services and goods. Offline marketers should use the best dimensions towards a successful online retailing strategy. Every retailer should begin by examining the quality-measurement scales for online goods and services. Marketers should also address certain dimensions such as “customer service, delivery, security, and transaction” (Francis, 2007, p. 349). These retailers can use their physical presence to deliver quality products to their consumers. The approach will help the marketers integrate their channel offerings (Francis, 2007). Marketers can benefit from these channel offerings by designing the best marketing strategies. Every business or company with physical locations can support its marketing strategy using “efficient processes, excellent execution, improved workforce management, and social media” (Chinta, 2006, p. 77). Every marketer should also examine the changing needs of his or her consumers. These entrepreneurs can strengthen their online presence by integrating the above dimensions for both offline and online goods or services.
Business organizations should identify the changing needs of their consumers in order to succeed. Globalization is a strong force because it continues to change our marketing strategies. Every retailer should use individualized marketing mix variables in order to address the changing expectations of its customers (Chinta, 2006). Globalization ensures every person gets new products and services from different parts of the world. Globalization has improved the rate of information sharing and exchange. According to Kotler and Keller (2012), globalization explains why many consumers can purchase their products from foreign manufacturers and suppliers. This has forced many retailers to readjust their marketing strategies. The internet and modern technologies have bridged the gaps between retailers and their consumers (Chinta, 2006). This has influenced marketing trends because consumers can purchase their products from every global marketer. Internet marketing has also increased the level of competition. This explains how globalization will continue to influence the current retailing trends. Every marketer should employ the best strategies in order to achieve his or her business goals. In conclusion, the wave of globalization has influenced the concept of individualized marketing mix.
References
Chinta, R. (2006). Retail Marketing Trends in USA and Their Effects on Consumers and the Global Workforce. Business Renaissance Quarterly, 1(2), 65-79.
Francis, J. (2007). Internet Retailing Quality: One Size Does Not Fit All. Managing Service Quality, 17(3), 341-355.
Kotler, P., & Keller, K. (2012). Marketing Management. Upper Saddle River, New Jersey: Pearson Prentice Hall.