Answer to Question #255156 in Economics for Goolie

Question

a)     Discuss how the economic, political-legal, and cultural environments affected Google’s international marketing decisions in China.

b)     Describe the approach used by Google to enter the Chinese market.

c)     Explain how Google adapted its marketing mix for the Chinese market.

d)     Explain why Google pulled out of the Chinese market. In your view was this a mistake? Justify.

Answer 1

a) Although Google had quickly become a leader amongst search engines in China, it very soon started experiencing a declining market share within a few years. This was because the internet in China was significantly censored by the state and people wanting to search on Google would often experience excessive delays.

b) Google's first foray into Chinese markets was a short-lived experiment. Google China's search engine was launched in 2006.

c) At present, Google's promotional mix includes sales promotions, sponsorship, public relations, advertising, and direct marketing.

d) Google China's search engine was abruptly pulled from mainland China in 2010 amid a major hack of the company and disputes over censorship of search results.