Standardization For International Advertising?

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

There are various culture groups in China. In order to advertise to them the select group must be known. Asian Americans are tech savvy. They’re strong users of the Internet and social media. Their internet penetration soared as high as 90 percent. Marketing on the internet is a rapidly growing trend in the Asian community. In order to communicate effectively to the consumers adopting and infusing ads with their cultural symbols. Various and flamboyant ads are what attracts the Asian community.

This allows them to capitalise on the core competencies of other firms, resulting in competitive advantage if successful. The major benefits of strategic alliances rather than acting independently include a new source of revenue, a vehicle for firm growth, faster responses to market opportunities, technological changes and global conditions, and grants experiences to draw new knowledge from.

So for such move they should follow an international strategy where it applicable to all markets. Firms can gain various benefits from international strategies such as increased market size, greater returns on

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

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.

These happenings promote growth and help to build relationships with other countries. I see it as a way to help each other out. The reason why firms engage in International business is because they have a need that they cannot provide themselves. To fulfill these needs, firms use international business to compensate for low resources, to save and make more money, and to grow and expand their business. For example, Starbucks started as a stand-alone company, and then they expanded within in the U.S, and then eventually went international. Starbucks decision to do international business has expanded their brand; as a result, they have become the most recognizable coffee brand in the world. International business is important because it influences growth of a business; it creates partnerships with many different countries, and most likely increases profits. If a business wants to reach the maximum success, participating in international business is a great

The economic and political development cultivates the global vision and perspective of companies. An increasing number of companies opt for forming the collaboration relationship with foreign partners. Those companies strive to fully utilize the complementary strengths and achieve a win-win situation such as increasing profitability, higher production efficiency, access to a new market and lower production cost. (Cavusgil, Ghauri and Agarwal, 2014)

This is an international marketing strategy that largely focuses on the commercial efforts and advertising on the benefits of concentrating on local markets rather than using global or universal approach. This, therefore, means that the company will employ work towards understanding culture of different local markets in various countries and try to enter into the studied market using the demographics in that area. The greatest effort required in this strategy is using advertising as well presentation to try and appease local sensibilities in various countries rather than applying a mass market strategy. So that this strategy can be successful it is crucial to carry out extensive research in different countries that the company hopes to invest (Leontiades, 2010). By learning how the company can be able to create a good connection with the consumers in various countries using multi-domestic strategy can assist to build a lot of tactics which can be integrated into markets that have many similarities. Learning how to closely associate with customers will also assist customize marketing and advertising efforts to match with the present local culture. Although multi-domestic strategy may be somehow expensive to employ its end result are more profitable to the company. When the company’s products are able to

-acquiring resources: foreign sources may give companies lower costs, new or better products, additional operating knowledge

First off, the profits monetarily is by far the most obvious factor. Multinational corporations can create unique partnerships that allow for global investments of which were not obtainable for a long time due to the costs and difficulties. An excellent example is the agreement between the Walgreens Company & Alliance Boots in 2015 (1). With this merger, Walgreens has a foot in the European market and has boosted their profits significantly by 14.4% ($1.4 Billion Net Earnings reported in 2nd Quarter of 2016) (2).

III. Possibilities to implement a new concept of management and run the business in a free world.

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

Increase Sales: - if a business succeeds in the US, going international will likely improve the overall revenue. Approximately 96% of the world’s population lives outside of the United State and 90% of the world’s population do not speak English, that suggest that customer is global and if a business has to look beyond the end of the domestic market, you have real upside potentials

Well known companies like Nike, Microsoft, Sony, Shell Group are just some of the big companies that went global and expanded their trading around the world, they are large businesses that operate internationally in many countries. Development of worldwide integration urges companies to reach out international markets and interact with foreign customers. Businesses focus on fulfilling the demand of the market by its products or services, besides their target is increasing profit, in order achieve these goals they favor to expand their work in a foreign market. Other reasons to internationalize their business may be to become