Essay on International Marketing: The Case of Nass Corporation

At its basic understanding, international marketing engages the firm in making one or more marketing mix decisions across national boundaries. At its complex level, it involves the firm in establishing

International marketing: International marketing is the application of marketing principles across the borders of countries. Since Mattel, Inc. sells products in over 150 nations, the company

Marketing or sale a product globally, would need a research and thorough analysis. Many companies have their own international marketing CEO’s and separate department who handles, how to launch or market a product in certain countries, by considering so many factors, including country related governance policies,

International marketing – Ethnocentric Orientation In this kind of orientation a firm assumes that the process of home country is superior to the rest of the world. They consider that all markets are similar and assume that products and practices that succeed in home country will be successful anywhere. Multinational Marketing – Poly centric Orientation In this kind of orientation firm believe or assume that every country in which a company does business is unique. In order to succeed, they adopt the policy of applying business and marketing strategies differently in different countries. Global Marketing – Geocentric Orientation In this kind of orientation firms view the entire world as a potential market and attempt to develop integrated global strategies. A global company can

3) Global marketing may take the form of diversification strategy in which a company creates new products or services for the domestic market.

International marketing is the export, franchising, joint venture or full direct entry of a marketing organization into another country. • To bring countries closer for trading purpose and to encourage large scale free trade among the countries of the world. • To bring integration of economies of different countries and there by to facilitate the process of globalization of trade. • To establish trade relations among the nations and thereby to maintain cordial relations among nations for maintaining world peace. • To facilitates and encourage social and cultural exchange among different countries of the world. • To provide better life and welfare to people from different countries of the world. • To provide assistance

When an organisation takes that step to expand from a domestic to an international platform, one of the most important factors to consider is marketing. International development for a company can be challenging, and the two overarching factors to take into account are; technology and globalisation. Technology dictates what the market wants. Globalisation dictates the economic realities of international development. The opportunities of marketing internationally include Market Expansion, Brand Reputation, Global Networking, and access to Future Opportunities . The challenges that marketing internationally creates for a firm are; Global Market Needs, Brand Name Power, Cultural Factors, International Partners, and the Logistical aspect of distance and time . Overall, in modern society with all the aspects of globalisation and technology it is significantly easier to be develop a company to an international level, which can create huge profits.

Globalization changes many concepts in the international trading and forced all international companies to change their concepts in marketing to survive, therefore, globalization has affected strategically the process of marketing on the global scale whether directly or indirectly especially if we take account the spread use of the Internet which is now considered one of the most important tools of globalization in the economical field which marketing processes comprise one of its basic elements.

Marketing, on a worldwide scale takes commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives in Global Marketing. In other words Global Marketing is the overall combined performance of marketing activities to create exchanges of goods, services and ideas across countries that satisfy individual, organisational and societal objectives.

This subject is designed to expand your understanding of international marketing and the role of marketing in an organisation operating across international boundaries. We will examine the various factors which must be considered when

Third, exporting SMEs would be well advised to observe hire and involve locals within your organization at the earliest opportunity when crafting their export strategy. Exporting allows managers to exercise operation control but does not provide them the option to exercise as much marketing control. An exporter usually resides far from the end consumer and often enlists various intermediaries to manage marketing activities. For example, direct selling is often used when SMEs begin to export. Direct selling involves sales representatives, distributors, or retailers who are located outside the exporter's home country. Direct exports are goods and services that are sold to an independent party outside of the exporter’s home country.

Information Technology (IT) is the fastest growing sector in the economy with a 68% increase in output growth rate projected between 2002 and 2012. Employment opportunities are expected to be good in the IT industry as demand for computer-related occupations increases due to rapid advances in computer technology, continuing development of new computer applications, and the growing significance of information security. For all IT-related occupations, technical and professional certifications are growing more popular and increasingly important. It has a tremendous growth in demand in the market and people are continuously upgrading themselves with the latest IT related knowledge.

Two opposite viewpoints for developing global marketing strategy are commonly expounded. According to one school of thought, marketing is an inherently local problem. Due to cultural and other differences among countries, marketing programs should be tailor-made for each country. The opposing view treats marketing as know-how that can be transferred from country to country. It has been argued that the worldwide marketplace has become so homogenized that multinational corporations can market standardized products and services all over the world with identical strategies, thus lowering their costs and earning higher margins.

International marketing is the application of marketing principles to more than one country. The intersection is the result of the process of internationalization. Many American and European authors see international marketing as a simple extension of exporting, whereby the marketing mix is simply adapted in some way to take into account differences in consumers and segments. It then follows that global marketing takes a more standardized approach to world markets and focuses upon sameness, in other words the similarities in consumers and segments.

This research is focused to understand how a Global company is able to adapt to different marketing situation that is existing in different countries. A company can said to be Global if it can sell its products at a reasonable price with a dependable quality in every nation it serves. The concept of Global Marketing is viewing the entire set of countries markets as one unit and then developing a marketing plan through cost standardisation.