In a world where consumer demands change as quickly as advances in technology and communication, it is no wonder that companies are entering into a global market. In order for companies to stay on top and be the best in their industry, it is no longer enough to exclusively sell to a domestic market. The real challenge for companies remains in their ability to successfully market their products abroad. While some basic principles of marketing remain, such as consideration of price, promotion, place, and product, a whole other set of rules is introduced when speaking of international marketing. (International Marketing, 2002) The stakes of companies entering into a global market are much higher than those that choose to stay …show more content…
Prices for both essential and nonessential products have the potential to impact consumer buying patterns. If necessary goods carry a higher price tag, it leaves less discretionary income for non-essential, more luxurious items. Understanding the idea of income inequality may also prove to be important when determining the price of products. It is important to understand that middle and upper-income people may also live in areas where the per capita income is low. (Onkvisit, Shaw, 2004) The analysis of substitution of products is also critical for marketers to do. Some consumers, based on local conditions may be more likely to consider other products and services in replace of others. One example a source gave was mass transportation. In cities where there is a high population density, inhabitants may opt for such type of transportation instead of individually owned automobiles. This would be vitally important for car companies to be aware of. (Onkvisit, Shaw, 2004) Lastly, but perhaps most important to take into consideration are cultural tastes and differences. One of the worst things a company can do is market to a country in which they have failed to do their research. There are countless examples of companies making costly marketing blunders when moving abroad. The importance of being aware of cultural norms and taboos can never be underestimated. Just as in the United States different
International marketing or business is uniquely different from the local market because the product price, place and promotion is vastly different from what is been offered to local customers (Johansson, 2000) With the emergence of the information technology, cross border marketing has never been a distant dream. However, it has never been easier even for giant multinational companies to face challenges that come in international business. The biggest challenge comes from the culture which varies from country to country.
1. Should he pay the “commission” and, if so, to whom? Explain your reasoning. If he pays, how should he handle the situation with the sales manager and the vice president of sales? In your answer, include a discussion of the arguments in favor of paying and the arguments in favor of not paying.
List and analyze FIVE factors which Marketing Manager can apply as tools in to his /her crafting strategy, formulation and execution
A firm 's international marketing program must generally be modified and adapted to foreign markets. This international marketing program uses strategies to accomplish its marketing goals. Within each foreign nation, the firm is likely to find a combination of marketing environment and target markets that are different from those of its own home country and other foreign countries. It is important that in international marketing, product, pricing, distribution and promotional strategies be adapted accordingly. In order for an international firm to function properly, cultural, social, economic, and legal forces within the country must be clearly understood.
Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.
Top managers develop long-range plans, called strategic plans that define the company's overall mission and goals. Strategic planning focuses more on issues that affect the company's future survival and growth. To develop strategic plan, top managers also need information from outside the company, such as economic forecasts, technology trends, competitive threats, governmental issues and shareholder concerns.
Which is cost difference determines the patterns of international trade. Absolute advantage is trade benefits when each country is at least cost producer of one of the goods being traded. In the 1800s, David Ricardo developed the theory of comparative advantage to measure gains from trades. This theory is based on comparative advantage and it states each nation should specialize in production of those goods for which its relatively more efficient with a lower opportunity cost.
This course reviews the organization for international marketing, foreign demand analysis, product development and policies, trade channels, promotion policies, pricing, and legal aspects. Emphasis is on development of effective international marketing strategy addressing the major global market areas (Europe, Africa, Asia, and the Americas).
Although there’s a lucrative offer outlaid, companies are faced with many barriers internationally which could lead to pitfalls. Therefore it is important that an international market research is conducted to understand customer’s needs which will give managers information on constructing a strategic decision before exploiting the market. This report mainly covers the barriers of conducting a market
1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?
This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.
Companies across the United States do business in other countries regularly and for various reasons. Some organizations move in to international markets to take advantage of other countries strengths and resources which allows companies to expand and grow their business, revenue, and international presence. The other reason that U.S. organizations move into international markets is to take advantage of the human resource talent, innovation, and technologies. For instance, some U.S. companies have expanded into Asian markets to leverage the technological expertise of local populations, which not only boosts business and capabilities, but also helps to expand their client base (Kokemuller, 2016).
The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies’ behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies’ practical level of adaptation and standardization in international markets. It identifies
Measuring a potential business venture has many aspects which the international manager must be aware of in order to convey the correct information back to the decision makers. Being ignorant to any of the aspects can lead to a false representation of the project, and hence an uninformed decision being passed. In order for a business to survive it must grow. For growth to be optimal, management must first be able to identify the most attractive prospective leads. The country as a whole, specifically geography, government, and financial aspects must be looked at in order to yield the best possible picture of the market a company wishes to enter. Concentration should be placed on gathering reliable facts
Marketing concepts, processes and principles are universally applicable and the marketer’s task is the same whether doing business in different countries.