International Marketing

     In business, successful communication is the key to success, and being able to relate to a customer is the best form of communication. This is why cross-cultural communication is so important as the business world continues to globalize itself. Unfortunately, “A lack of awareness about the culturally prescribed rules and norms of communication behaviors can cause public relations projects to fail, or worse, backfire.” (Zaharna, 2001, p.135).

Cultural differences are present wherever you travel to, you will come across cultural differences, and these can vary quite a bit, such as the language people use e.g. English people say "Chips" compared to Americans who say "Fries”. A businessman may find himself in the middle of cultural differences quite often and thus, will have to devise methods as to how to make sure no one is offended or that he is fully understood. Certain methods he would use to overcome such issues are greeting people on a last name basis. Also refraining on using most signed gestures, as they can vary in meaning quite greatly, for example, the English gesture to say

As earlier on stated in the previous memo, the company considers undertaking business exercises in the country of Australia. Therefore, it is necessary to practice the best research on the manner in which various communication aspects have an influence on the way that business is conducted in Australia. Therefore, in this letter I am going to discuss the different effects of communication in the country and how we can use the tools of communication to improve our company actions in the country.

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

Globalization, immigration and out-sourcing are just three of the forces affecting businesses today. Kofi Annan, Former Secretary-General of the United Nations elucidates: "Tolerance, inter-cultural dialogue and respect for diversity are more essential than ever in a world where peoples are becoming more and more closely interconnected." Traveling abroad to a foreign country or even to a metropolitan area is no longer necessary to interact with people of different cultures than our own, as our neighbors and co-workers are more and more likely to come from someplace else. Cultural understanding is becoming increasingly important socially and professionally. This is especially true for those working as sales professionals. They need to be able to engage with consumers from increasingly diverse backgrounds.

It will be of great benefit to learn the preferred form of communication of the people we will encounter. Many of us will not have business dealings with those from other countries, but it is important to know that even in our day to day contact that others may perceive our form of communication differently than we intended. We also may perceive others communication in a way other than they intended.

When examining research on New Zealanders and Chinese sales force teams who questions were asked: What persuasion strategies do the Chinese or NZ managers follow in writing their sales letters? How do their counterparts interpret and react to these long-used traditional strategies? To what extent do the two different cultural groups views overlap or differ from the language and persuasion perspective? New Zealand manager’s view showed: 1) you should attract the reader’s attention and interest 2) Have a clear purpose of promoting the advertised product 3) be brief and to the point and ideas should be developed from point to point about product appeals 4) use ‘you approach’ and engage the reader usually as a potential customer (Hildebrandt, 404). Chinese manager’s views showed 1) Using appropriate politeness format and letter form to communicate 2) Promoting the products and harmonious and long-term relationships with other organizations 3) Making sure to include background information and the company and product, and stress company history and expertise 4) Clear style including relevant information about the products promoted 5) Be polite and use respectful language (Zhu, Hildebrandt, 404).

International business contains all business transactions private and governmental, sales, investments, logistics, and transportation that happen between two or more regions, nations and countries beyond their political limits. Generally, private companies undertake such transactions for profit governments undertake them for profit and for political reasons. It refers to all those business activities which involve cross border transactions of goods, services, resources between two or more nations. Transaction of economic resources includes capital, skills, and people. for international production of physical goods and services such as finance, banking, insurance, and construction.

There are always business risk when it comes to expanding a company, especially from an international standpoint. There are many strategic risk that needs to be evaluated in order to expand the company successfully. Examining the possible risk of foreign currency exposure, basic functions of international banking/financial market, support of long term financing of operations, and assessment of opportunities that can be implemented within the company. There are risk on three dimensions of international finance, economic trends of the country, impact of globalization and monetary system. All of these situations will be discussed in this paper.

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

Does the world have a universal standards for business communication? With business being a crucial part in how countries interact and exchange goods it almost seems as if the answer is yes, but as business continues to grow and become internationally engaged many see the answer is more complicated. Across the world countries have created standards for communication that differ from other countries, therefore, creating the urge to understand how to communicate across multiple cultures effectively. This process is called cross-cultural communication, with this has created much debate as to if it’s important to understand other countries cultural communications. Below I will explain why it is crucial, to understand cross-cultural communication, key components of communicating, and provide some examples of cross-cultural communication.

Demands for intercultural communication skills are increasing as more and more businesses go global or international. They realize that there are barriers and limitations when entering a foreign territory. Without the help of intercultural communication they can unknowingly cause confusion and misunderstandings. For these intercultural businesses to breach the cultural barriers encountered when stepping into foreign grounds it is vital for them to fully understand the cultural differences

Overcoming various linguistic issues is another operational benefit experienced when an effective communication channel is established. Due to the legal issues of each country, language differences do not only affect face o face interaction, but written communications as well (Bovee 2008). Through proper planning and research, however, a business is able to preempt such a problem from occurring, possibly by arranging for an interpreter to translate.

The attitude and opinion of a person, status-consciousness from the position he/she is in and his place in society influences his/her ability to communicate properly. In an international environment, it is necessary to use the right choice of words, action, symbols and etiquette. If not managed properly, this would lead to psychological distancing which would hamper effective communication.

DOING BUSINESS INTERNATIONALLY DOING BUSINESS INTERNATIONALLY The Guide to Cross-Cultural Success Second Edition Danielle Medina Walker Thomas Walker Joerg Schmitz McGraw-Hill New York Chicago San