Mr. Muza

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 – 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

International marketing is when a company makes one or more marketing mix decisions across borders I.e France-England. Sometimes a business will set up a overseas office instead of operating from the original country, this is so that the business may start marketing strategies across the world with ease.

Over the last 60 years, tourism has benefited from continuous growth and diversification, becoming one of the largest as well as the fastest growing world’s economic sectors. Tourism becomes one of the major categories of global trade in services. Nowadays, 7% of global goods and services exports are contributed by international tourism, and for the last four years, it has grown faster than the general global trade.[ Exports from international tourism rise 4% in 2015, (2016, May 6). Retrieved from http://media.unwto.org/press-release/2016-05-03/exports-international-tourism-rise-4-2015]

Tourism plays a vital role in economic development in most countries around the world. The industry has not only direct economic impact, but also significant indirect and influential impacts. There is agreement among experts that the travel and tourism sector is the fastest growing of global economy. According to the latest UNWTO World Tourism Barometer, international tourism receipts surpass US$ 1 trillion in 2011, growing about 3.8%up from 2010 (WTO, 2012).

Over recent decades, tourism became one of the fastest growing economic sectors in the world.

Tourism and industrial recycling, being other major sectors, are also one of the industries that are growing fast globally. The global gross domestic product (GDP) for tourism industry was considered for 10.3 per cent. Tourism is not just a fast-growing industry, but jobs in most economies are created by tourism industry since it demands human-resource. Approximately, “230 million jobs are created in tourism industry and one and a half indirect jobs are created by one direct

There is a changing trend in the tourism industry across the USA hence there is need to change with the trends. It is indicated that the tourism industry attracted 70 million global travelers over 2011 hence creating 7.5 million jobs while supporting 1.2 million jobs in the USA currently (Gavin Landry, 2012). There is need therefore for every organization connected to the tourism sector to make the appropriate adjustments to tap maximum benefits from this expanding industry.

International Marketing involves developing and performing marketing activities across national boundaries. Marketing is the process of creating, distributing, promoting, and pricing goods, services and ideas to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment. Therefore, I believe all the forces sociocultural,

According to the World Tourism Organization, tourism is the second largest industry in the world and has enjoyed 300% growth rate in the past two decades. In 2003, tourism was valued at $1.28 trillion. Looking forward 10 years from now, the WTO projects that tourism will represent $2.3 trillion of expenditures and generate 84 million jobs around the world at a growth rate of 5.5% per year.

According to Charles W. L. Hill (2016), “International business refers to, any firm that is involved in international trade or investment. With that being said, all a company has to do to be classified as a globally recognised company is export and import products to/or from other countries. Companies decide to go global and enter international markets for various reasons, and these different objectives at the time of entry should produce different strategies, performance goals, and even forms of market participation.

“An international strategy is a strategy through which the firm sells its goods or services outside its domestic market. Firms using an international strategy become quite diversified geographical as they compete in numerous countries or regions outside their domestic market’. (Hitt, Ireland and Hoskisson 2015, p.229)

International marketing is practiced in all major corporations, there are a large array of advantages companies can benefit from this and very little to lose. By marketing themselves globally, corporations essentially create multiple business opportunities for themselves worldwide when they recognise the opportunities and strive to inform or meet different consumer needs. Several corporations tend to internationalize when the domestic market is not generating lucrative profits for the corporation compared to the domestic market. For example, in 1994, Apple generated an additional amount of $80 million from the foreign market compared to the local market.

Marketing is nothing but the process to sell the product to the consumers in order to satisfy customers’ needs and to obtain profits. In today’s competitive environment, there is a necessity for many companies to be globalized, to remain in this competitive market and satisfy customer’s needs across the world.

The concept of international marketing, clarify the activities of purely domestic markets and the difficulties of marketing on international basis and enable to gain the gratitude of complexities of international market, or it can be illustrate that IM at its lowest level involve to make one or more firm or market mix agreements across national limits. On the other hand IM at its highest level, include the firm to involve in manufacturing, processing facilities, coordinating market strategies all around the world. Thus IM includes: