Marketing Comparison: International and Domestic

The American Marketing Association defines marketing as "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". (2005) Simply put, marketing is the process by which businesses assess the needs and desires of consumers in order to provide products and/or services to meet those needs in the most efficient and cost effective manner. Truly effective marketers do market research in an effort to understand their target market and create marketing strategies based on the characterization of those in the target area.

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007) http://www.marketingpower.com/aboutama/pages/definitionofmarketing.aspx

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.

Concepts of marketing- marketing= a social and managerial process by which individual and groups obtain what they need and want through creating and exchanging products and value with others.

Marketing – The process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment.

Definition of marketing is the management process through which goods and services move from concept to the customer. For example, new Apple products are developed to include improved applications and systems, are set at different prices depending on how much capability the customer desires, and are sold in places where other Apple products are sold. Marketing is based on thinking about the business in terms of customer needs and their satisfaction.

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.

Competition in the business world is fierce and in order to survive companies must expand. “With the increasing globalization of markets, companies find they are unavoidably enmeshed with foreign customers, competitors, and suppliers, even within their own borders,” (Cateora-Graham, 2007). One way in which many companies have done this is by going global. International marketing, although more prominent than ever before, is still a difficult arena for marketers to master. Although religion and culture are not immediately brought to mind when business is brought up, marketing is one aspect of business that is highly sensitive to culture. Not only culture, but also politics, the economy and the law effect marketing strategies. This paper

According to Dr. Philip Kotler, marketing is defined as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit". (Kotler Marketing Group, 2015)

In the business world today, borders are blending and multi-national mergers are causing many company nationalities to become indistinct. As the globalization of markets rapidly increases, many companies are finding international expansion a necessity of competition. The world is greatly affected by this movement towards a global market, and many companies are finding it extremely important to adapt to other cultures. The most considerable obstructions to successful international marketing involve misinterpretations and contrary views resulting from cultural differences. Being both aware of some of these issues and prepared to make the necessary accommodations can save companies time, effort, and a considerable amount of

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

“Because the purpose of business is to create and keep customers, it has only two central functions – marketing and innovation. The basic function of marketing is to attract and retain customers at a profit.” (Dricker. P.E. (1999) Taken from Principles and Practice of Marketing 6th Edition, Page 3, McGraw-Hill)

Social environment can have a great deal of effect on marketing globally. By the social environment we mean the consumption trends of groups and individuals. The main factors that come under the category of social environment are demographic and cultural trends. These two factors mainly control the social environment for marketing. Economic environment consists of the relationship between the production of goods and their purchase in a particular set up. The economic environment also explains the consumption power of the customers. The market activities are also influenced by the political and legal environment. This implies that the market will suffer if there any potential threats and it will grow if the conditions are peaceful. Moreover the laws and regulations of a particular country also constraint the activities of the marketers; however most of the marketers are able to identify the opportunities that result from the regulations and political trends (Vitullo-Martin, 1997).

Definition of Marketing – Marketing can be defined as the process of converting wants into needs. In other words it can be defined as the process of selling products or services to the customers by an organisation.

Cross cultural marketing refers to the strategic process in which marketing is conducted among people whose culture differs from that of the marketer. The differences in culture occur in various aspects like social norms, values and language. The differences also include such aspects as the living styles and education of the people. This paper addresses the need for company A which is US based to understand cross cultural marketing in China. The paper clearly defines the different areas which the company must consider when launching into China. This results from the fact that cross-cultural marketing requires sensitivity on the marketer. Failure to understand the tactics leads to the eventual failure of the marketing. Understanding the culture of the Chinese people and incorporating it into the marketing mix of Company A will result to the success of the company.