The International Marketer Of Overseas Markets

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

The article is divided into four parts. First part focuses on the traditional perspective on international marketing strategies focusing on the dichotomy between standardization and adaptation. The second part examines key assumptions underlying the philosophy of global standardization. The third part focuses on the constraints to implementation of global standardization. The last part of the article concludes on the bases of its review that a more general approach is suitable which incorporates various degrees of standardization or adaptation strategies. It is an important article as it concludes that an effective global marketing strategy does not guarantee the marketing of standardized products and global brands worldwide. It might work for some companies but cannot work for all.

Each country is a different market, with its own language, buying habits, ways of living, mores, business methods, marketing traditions, and laws. So instead of trying to organize new agencies with American personnel, most U.S. agencies purchase a majority. However, U.S agencies are not locked into the differences, because through global marketing, all of people’s needs around the world will be same toward U.S products sold abroad. Global consumer culture also depends upon global media to create a sense of global identify and memory without which any cultural identity is incomplete (Smith 1991).

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

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

     Cultures are varying among different parts of the globe. People with different cultures have different characteristics and viewpoints on the subjects due to diverse understanding and method of learning. During the past few decades, the international trade grows in a very rapid rate due to the advantages that it provides; “increased sales, operational efficiencies, exposure to new technologies and broader consumer choices” (Heslin). Therefore, when considering the culture aspect to current business world, it is crucial for business to understand the culture aspect because of the tremendous growth of international business as well as utilize the international market to its maximum

2. Considering the model of the international marketing task displayed in the text, which of the following reasons demonstrates the most important difference between the international marketer 's task and that of the domestic marketer? (Points: 1)

The continued accelerating pace of change in globalization is forcing an entirely new level of emphasis on individualized, highly targeted marketing across the many regions and countries of the world. Global marketing today must contend with a wider array of constraints, both economic and cultural, that as ever been the case in the past (Gupta, 2003). These constraints fuel a high level of creativity and focus on how to overcome cultural and economic constraints through rapid product development lifecycles, exceptional levels of supply chain integration (Wu, 2011) and greater focus on relationship market over just selling with a transaction mindset alone (Hansen, 2008). The pros and cons of globalization of form the foundation of today's highly competitive global marketing arena, forcing many companies to be more focused on the strategic and long-range over the tactical while compensation for a rapidly changing cultural mix of factors (Osland, 2003). The pros and cons of globalization are evaluated and the unique factors of global marketing also analyzed.

Company has to make the marketing strategies for making the product success in the market. And those general strategies would be effecting in different context throughout the company. To enter into the global market company has to use different signs, symbols, shape, slogans, by which is easily understandable to that country because if the product is not easily memorable to customers then they will easily move to the substitute product and then the product will have a chance for failure in that market. So before entering into the global market company has to research all the taste and preference of that country because to enter in to the new market it wants a very huge expense.

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.”

As many companies have started to work globally, it is important to understand the effects of cultural differences on ethical decision making to avoid possible business risk and to design successful international marketing management programs. With the advancement of globalization, the concept of culture has become an important part of organizations. Many companies face problems like different cultures, different consumer behavior and different way of communication etc. Marketing is one of the most appropriate and effective way of dealing with customers of different market. They need to build appropriate intercultural marketing approach, which suits the need and wishes of customers. Culture is the collective programming of the mind, which

Undoubtedly, culture is known to be a wide area depending on the areas it may be referring to, and different studies have provided detailed yet unique definitions for this notion. This paper is revolving around the specific role of culture in international market while considering the fact that it is an important element for successful business operations in international domain. Researchers of different areas have been providing different definitions for this term resulting in sufficient explanations about the ways it is being perceived among different populations. The first known scholar, who stepped into the analysis of culture as per the market sector is Geerte Hofstede. Therefore, the paper is focusing on different approaches towards culture, that is, the ways through which cultural differences are able to influence the marketing operations across the globe.

In the light of cultural distance, several models that had been acknowledged used to analyse cultural variations in terms of many aspects (Mooij & Hofstede 2010). Similarly, cultural consequences could be beneficial for the global marketing in any business and can help to decide which advertising strategy is more relevant to adapt (Mooij & Hofstede 2010). Hofstede model was the pioneer that distinguishes the culture into categories and became the most common have used among scholar and practitioners ( ). It had found great appreciation and had broadly implemented in many business systems ( ). Remarkably, the model implies that the culture is a society with similar collective concept and way of thinking which differentiates each group from another (Hofstede 1980 cited in Khalik at al. 2011).

With respect to product, standardized marketing differs from its opposite extreme concentrated marketing as products are introduced to a foreign country without any change*. Although the strategy is