International Marketing Essay examples

Creating marketing aimed at a specific set of races and cultures gives a marketer an advantage over competitors who are ignoring that market. Adapting marketing campaigns and translating ads that have proven successful for a company can be challenging for companies that do not prepare properly. For example, the California Milk Processor Board (CMPB) failed when they used their traditional “Got Milk?”

Sociocultural factors influence and restrict consumption ideas, needs, desires and purchase behavior. People from different countries and different regions have different life patterns and different sociocultures. These differences directly influence the products that industries want to produce because people may even have different attitudes and value toward the same product due to different sociocultural factors. With the rapid development of modern society and the continuous improvement of living standards, the degree of attention paid to health has increased. “Franchise businesses continue to pay close attention to their customers' need for convenience, new flavors and, yes,

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.

So with the introduction of a foreign symbol into a host country like a new McDonald’s restaurant, the impact is not so dramatic and the host country does not fully take in the American culture but shapes it in a way to suit their lifestyle and tastes. For example, the food and names of the food at McDonald’s in Tokyo is slightly different to those in America. In India, it serves lamb burgers and in Germany beer is available. This shows that the American formula was not as international as had been hoped, and local cultural practices had to be acknowledged.

Today, firms have to deal with a global marketplace; marketers have no other choice. Participation in global marketing has begun to shift from a mere “option” to an imperative. The world is becoming more homogeneous. Distinctions between national markets

Ethnic consumers prefer fresh over frozen, bulk over packaged and familiar brands versus new brands.

Exports and imports are what encompass international trade balance. When there are more exports over imports a trade surplus happens and when there are more imports over exports a trade deficit happens. A country will acquire large quantities of foreign assets when it runs in a trade surplus so it can lend internationally to other countries. A country sells of its assets to other countries and becomes a big debtor nation when it runs on a trade deficit. A

The article is divided into four parts. First part focuses on the traditional perspective on international marketing strategies focusing on the dichotomy between standardization and adaptation. The second part examines key assumptions underlying the philosophy of global standardization. The third part focuses on the constraints to implementation of global standardization. The last part of the article concludes on the bases of its review that a more general approach is suitable which incorporates various degrees of standardization or adaptation strategies. It is an important article as it concludes that an effective global marketing strategy does not guarantee the marketing of standardized products and global brands worldwide. It might work for some companies but cannot work for all.

1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?

By localizing specific target markets, marketers are able to make more of an impact on several groups of specific markets than they would have if they had simply stayed with a general advertisement for a global brand. We have seen this in many major companies before. For example, Louis Vuitton would record one commercial and then change the voice over or text to be in whichever language or dialect they wanted it to be.

Although we do have a little bit of presence in these markets, there is not a single item flavor wise that is targeted for this market.

The Coca-Cola Company is the world’s leading beverage company, with markets in over 200 countries and over 1,100 brands under their portfolio. The company was founded in 1886 and is currently headquartered in Atlanta, Georgia, USA. This paper seeks to explain the impact of globalization on the standardization versus adaptation decision using examples from the Coca-Cola Company’s performance and strategies since their inception as a company.

This confusion, change, and complexity are even greater within the international world-wide marketing environment. The debate over the amount or extent of standardisation or adaptation is of long duration. Vrontis and Vignali (1999) comment that the debate on this came under discussion as early as 1961, with Elinder (1961) considering the idea with regard to world wide advertising. The early sixties first coined the term ‘global village’ that was further discussed by Roostal (1963) and Fatt (1964). Buzzell (1968) widened the debate by stating that it would encompass not just advertising, but the whole of the marketing mix. Buzzel (1968) argues that in the past, dissimilarities among nations have led a multinational company to view and design its marketing planning in each country strictly as a local problem. However, the situation has changed, and the experiences of a growing number of multinational companies suggest that there are 7

Their pride in responsibility, along with their strict outline of rules and business standards, allows for swift and easy adaptations to local and regional group regulations (such as: NAFTA, the EU, CAFTA, ASEAN, etc). Although countries and regions have differing health standards and regulations for food, Heinz avoids complications with the countries’ respective economic unions or organizations due to the Company’s nature of business. If a firm in the food industry wishes to compete on world level, the foremost outside force it will contend with and adapt to is culture. One way in which a country expresses its culture is through food.

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