A Key Challenge for International Marketers Is to Develop a Good Understanding of the International Business Environment. Identify the Key Environmental Actors That Are of Importance to the Success of International

1387 Words Apr 5th, 2010 6 Pages
International Business Environment There are numerous environmental factors that a company must consider when operating outside its domestic market which have a significant impact on international marketing decisions and are imperative for success. The key environmental factors are outlined below: Doole and Lowe (2004) stated the key problem faced by international marketers is dealing successfully with the multi-dimensionality and complexities of the international environment. By understanding the environment, companies can implement a successful marketing strategy enabling them to make relevant decisions regarding entry modes and the marketing mix. {draw:frame} Adapted from Bennett and Blythe, 2002 The Political/Regulatory …show more content…
Language is a significant factor in the social environment; it can be divided into spoken and silent. Spoken language is easily identifiable and manageable by an international marketer. For example, when Car maker AMC launched the Matador, they did so with the understanding that it meant ‘bull fighter’. However, when launched in South America, they found it meant ‘killer’. Such a mistake is easily recognized, and AMC are able to adapt their marketing mix for the South American market by amending the product name. However, the importance of silent language is more dominant in some cultures than in others. Silent language factors like numbers, space, and time portray different messages in different cultures. For example, an advertisement of people in a hurry may represent success in the USA, but in Africa it may represent someone who hasn’t got time for anyone. Such factors require companies to amend their promotional messages to guarantee they are correctly understood. Conclusion In conclusion, the complexities, uncertainty, and volatility of the IBE are far greater than in the domestic market. It requires great understanding, empathy, and knowledge of international environment to be successful; so they must be deeply understood to enable the implementation of the international entry mode and marketing mix to be compatible with the IBE. In addition, other environmental factors

More about A Key Challenge for International Marketers Is to Develop a Good Understanding of the International Business Environment. Identify the Key Environmental Actors That Are of Importance to the Success of International