International Marketing
Many of the top international businesses are unaware of these cultural differences. ... To be a successful manager of international marketing, one must be able to determine the differences as to what must and must not be done. ... As established, culture plays an important role in the drama of international marketing. ... 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. The task of International marketing is more difficult and risky than expected by many firms. One of the most controlling factors of international marketing is management. ... It is the international differences in buyer behavior, rather than similarities, which cause problems in successful international marketing. An international marketing manager is a manager responsible for facilitating the exchange of products between the organization and its customers or clients. Sometimes an international marketing manager will find difficulties in completing the exchange of products. Many surprises in international business are undesirable human mistakes. An international corporation must fully understand the foreign environment before pursuing business matters. ... To be sure those avoidable situations do not occur, international marketing managers must be aware of cultural differences. ... Differences in culture are one of the most significant factors in an international company. ... It is very important to be able to interpret the different means of communication in international marketing. ... International packaging must be able to withstand the journey. ... Wherever the location of these places, they must be found because market testing is essential in international marketing. ... There are laws to which a marketer must abide by when marketing internationally. ... Removing local laws can definitely make the international work place easier, when it comes to the legal aspect. In the field of marketing, a product promotion can be the most difficult. ... An international marketer can adopt several strategies regarding its product and promotion. Marketing a product internationally through a single promotional message worldwide can be effective for products that have standardized appeal for the majority of the people. ... The perception of the product characteristics plays an important role in the international marketing strategy. ... In some cases, the international firm may develop a completely new product for a foreign market. ... The distribution strategy used sometimes depends on the firm’s international organization. ... International marketers use existing distribution channels for the most part. ... This international marketing channel is sequence of marketing organizations from nation to nation that directs the flow of products. ... One of the most basic levels of international marketing is licensing. ... International licensing can be tied to joint ventures between the parent and the subsidiary. ... Another disadvantage is that a licensing arrangement does not usually provide the original producer with any foreign marketing experience. Technology licensing is a conceivable alternative to the exportation of finished products through intermediaries or to the different types of capital involvement, which could be chosen as an international strategy. ... Many times the decision to license has been made since the company has no other alternative because the government restricts direct investment through controls on foreign ownership or because it restricts the development of marketing network by a number of tariff barriers. ... International corporations may enter into joint ventures. ... The agent is an independent firm that sells and may perform other marketing functions for the exporter. ... These installations are international extensions of the firm’s distribution system. ... Pricing is a very important factor in international business.