The Cultural History Of Promotional Communication

Cultural differences between nations often require a company to have multiple marketing strategies. What may be acceptable in on country may not be acceptable in another country. The cultural differences require companies to develop marketing plans that are suitable for each individual culture. Not being aware of and understanding the cultural differences can create costly and embarrassing errors that may actually offend those in other countries. Cultural differences can affect the colors of products, the graphics used on packaging, and how the product is communicated to the foreign target market.

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

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

1) A management team that fails to understand the importance of global marketing risks losing its domestic business to competitors with lower costs, more experience, and better products.

The data suggested in the cultural analysis includes information that helps the marketer make market-planning decisions. However, its application extends beyond product and market analysis to being an important source of

On successful completion of this module you will have developed an understanding of major issues related to international global marketing theory.

Competition in global marketing is consistently increasing, the marketing manager must be knowledgeable in the category of global marketing. Global marketing encompasses how marketing to one area of the world differs from the other parts of the world creating markets to the toughest to reach customers. As a marketing manager, one must be able to analyze the economy and how different parts of the world respond to multiple marketing techniques. This paper will critique the following article “ Global Marketing of Cholesterol-Lowering Drugs as Therapy” written by Jonathan Elimimian MBA, EdD, DBA, James Gilmore, PharmD, MBA, and Tony Singletary PharmD, MBA, 2010. Through the view point of a marketing manager, one will be able to identify the impact of global marketing and how this branching out of marketing helps contribute to the overall success of a pharmaceutical company.

However, it requires several adjustments of the products to be made by the company itself, such as packaging, and some other modifications that would suit to different nations. Also, there can be some administrative obstacles that the company has to solve in order to make good agreements with the distributors. On the other hand, exporting can provide international awareness of the brand connected with the desire to innovate even more. The threats that can occur in the case of exporting can actually occur also in other ways of marketing practices, that is tough competition or political and economical impediments that make the product offering harder and more costly (Advantages & disadvantages..., 2007, p. 1).

Although, to help ensure success, it is important that companies take the time to not only understand the foreign market they are entering but to gain a highly knowledgeable understanding of the country’s culture from a social and business standpoint. By understanding a country’s culture, it can be of instrumental value in helping the company achieve their business objectives, while working to ensure operational efficiency. In the article How Cultural Differences Affect Your Global Marketing Message, Welsh said, “Marketing across cultures worldwide is a thriving business as the world moves closer to a global economy. Understanding cultural differences is important to achieve success in any market, let alone on the world business stage.”

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.

Nowadays, the market is becoming progressively globalized, it is therefore imperative for a company that wants to compete globally to have a strategy concerning the adaptation of its product to the needs of the foreign market. In fact, it is claimed how fundamentally important it is for a company to choose the correct product to plan the internationalization process (Valdani and Bertoli, 2006). The choice of the product it is extremely important because it can allow identified market areas, including the clients and the rivals. Actually, the product’s choice affects the way it enters into a foreign market as well as other decisions regarding the other variables of the marketing mix.

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.

Developing a business opportunity or introducing a new product into the global market place is a risky business at the best of times. Strong and precise business strategies along with extensive market research are the keys for developing a successful global enterprise. This essay will cover the core fundamentals required to best enter the global market while minimizing the risks. Core fundamental include, indentifying potential markets, product competition, risks involved, future growth potential, entry strategy and costs involved to enter the market place.

The nature of international marketing strategies is the foundations of getting a better share of the0020global market. Even with the unique cultures in different communities globally, different consumer trends, different income levels and regulations, multinationals with the right marketing skills and strategies can manage to break through

The importance of “Marketing” as a concept, a practice and an orientation as being fundamental to the competitiveness and the survival of any business entity cannot be over emphasis in today’s business environment. (Kotler, 2011). Most businesses are expanding and getting into new market areas for economic and strategic reasons and it is becoming increasingly difficult, if not possible, for companies to insulate themselves from the effect of international marketing environment, even if their products are designed for purely local environment.