Marketing international pdf

Culture is often defined as ethical habit, made up of values and ideas. Ethical systems give birth to moral communities because shared languages of good and evil give members in the society a common moral life Fukuyama, According to Hofstede , culture is a collective occurrence, for it is shared with people who live or have lived within the same environment.

It is the collective mindset that differentiates the members of one society from another. However, these definitions appear to be limited as it does not include other elements such as the marketing mix-price, promotion and place. In defining international marketing, Czinkota and Ronkainen state, it involves planning and conducting transactions across countries to create exchange that satisfy individual and organizational objectives.

Culture in international marketing therefore looks at how an international business can be promoted considering the cultural environment where the business is located. It is therefore an imperative that the successful marketer must be a student of culture. A marketer is always in constant interaction with the culture of the people the market - promotional message is crafted within local setting with recognizable symbols which is meaningful to the market-the culture Ghauri and Cateora, Hence product design, package, functions and other related marketing activities must be made culturally acceptable.

The extent of success or failures of the marketing effort depends on how such efforts interact with a culture Guillaumin, But, Matthews and Thakkar believe leadership is the key in modern global market. The international business environment is continually changing and global leaders must always develop, map out and diversify marketing strategies to meet global challenges.

Just as human society is dynamic markets are also dynamic; it expands and contracts not only in response to economic change, but also in response to changes in other aspects of the culture. Thus, markets are a result of culture. As a result marketers are constantly adjusting their efforts to the cultural demands of the market, coupled with the fact they are also act as agents of change whenever the product or service being marketed is innovative Holden, Guillaumin argues that culture encompasses everything around us as people; from dress to mass media and politeness because it has influence on whatever we consume; be it food, dress or knowledge.

Meanwhile, Schramm and Roberts suggest, for international marketers to succeed they need to be effective and efficient communicators, able to handle customers issues and attempt to understand foreign expectations. Also, Zeithaml and Bitner , state that marketing in the international context include differences in thinking processes and decision- making processes which are non-cultural related. So it behooves on the international marketer to have efficient and effective communication skills.

According to Ghauri and Cateora material culture affects demand levels-product types and functional features. For instance, Coca-Cola in had to withdraw its two- litre bottle in Spain after discovering that few Spaniards had refrigerators with large compartments to accommodate it Coy, ; a clear indication that culture has impact on international marketing.

Ghauri and Cateora write, it is important for the international marketer to assess cultural education level in a particular market since such has influence on the marketing strategy and techniques in areas of advertisement and communication. A remarkable example is Hallmark Cards failing in France because French dislike syrupy sentiment and prefer writing their own cards Miller, A condition which clearly depicts cultural impacts on the international marketing.

Cultural impacts are also seen in areas of taste and preferences of marketing products. Not respecting and without appropriately interpreting the cultural aesthetic values of culture can create a negative impression and thus render marketing efforts futile Ghauri and Cateora, This is the more reason why Nestle Corporation adapts its products to suite local cultures, tastes and traditions Robbins and Coulter, All these undoubtedly stress the fact that culture has influence on the international marketing.

Thus, they assume that a firm's performance depends on the qualities of it personnel rather than a firm's social, cultural and environmental influences. For this reason, Sullivan et al. However, Hamel argues that global leadership is the key in unlocking international marketing potentials and to survive since it is critical in setting clear organizational vision which provides way-forward for employees by defining what the organization hopes to achieve in international market.

Additionally, insufficient marketing, poor management, and lack of ability to compete with other similar businesses combined with the improper personality traits of the manager or marketer, and external factors cause business failure but not necessary culture Berryman, This holistic approach helps prudent firms to obtain a wider perspective of how to survive the global competition but not relying on either organization or national culture Porter, For instance, Microsoft is using this holistic approach to innovation in its quest to compete with Yahoo and Google in the making of search engines Byron, Meanwhile, Sitkin et al.

Hyundai Motor Company states that it is strengthening its position as a global brand by encouraging employees to expand their cultural awareness by providing products that meet the needs and tastes of customers in each specific region. This goes to suggest that to Hyundai, culture has an impact in international marketing.

For this reason, the company sent employees to study the culture in Alabama when building a site. But, Gaskill et al.

This customer-oriented management style requires leaders in organizations to be receptive to new ideas and to think outside the box. And it is this that keeps Hyundai going but not its beliefs in national culture Thorpe, A research conducted on the expatriate failure rates in the U. Hill, The major reason accounted for this according to Neuliep is cultural shock since these expatriates become confused and anxious in new country because of the unfamiliar cultural situations and different cultural norms and values.

Thus, had it not been cultural influences these expatriates and their firms could have succeeded more in the international environment.

Thus, the organization keeps, train and develop the line of its skilled labours which makes the employees always remain at the top of their game. This suggests that international marketing is not likely to succeed even if they pay the highest of respect to cultural issues but fail to innovate their products or service to meet the changing needs of consumers.

On the contrast, Matthews and Thakkar maintain that it is easier to implement innovation and technology when the culture of the organization and the nature are considered during the marketing process. That is, no matter how superb a product or service may look if such does not conform to the international local culture failure of the marketing is imminent. This fact is furthermore impacted by the complexity of competition in global environment. Samsung has become a global leader because of its zeal to the development of technological capabilities.

Save my name, email, and website in this browser for the next time I comment. Skip to content Post last modified: 9 July Reading time: 6 mins read. Download PDF. Sharing is caring More. Leave a Reply Cancel reply Comment. Enter your name or username to comment. Enter your email address to comment. Enter your website URL optional. Search this website Type then hit enter to search.

Share via. Copy Link. Marketing 12 min read. Main International Marketing Takeaways: International marketing refers to any marketing activity that occurs across borders. Types of international marketing include export, licensing, franchising, joint venture, and foreign direct investment. Global marketing aims to satisfy the needs of global customers. International marketing enables the effective utilization of surplus production.

Along with a broader customer base, global marketing also protects against potential economic downturns. Cultural restrictions between the home and host countries could hinder international marketing strategies. Other downsides of international marketing include high competition, government restrictions, and war situations. What is International Marketing?

What are the Characteristics of International Marketing? As a result, international marketing has specific characteristics, such as: It involves two or more countries Unique marketing strategies for specific countries It enables exchange between a company and foreign customers Decisions are taken with reference to the global business environment As you may have guessed, global marketing offers attractive opportunities to companies that are successful at it.

What are the Types of International Marketing? Export Exporting refers to the practice of shipping goods directly to a foreign country. Licensing Licensing is an agreement whereby a company, known as the licensor , grants a foreign firm the right to use its intellectual property. Franchising Like licensing, franchising involves a parent company granting a foreign firm the right to do business in its name. Joint Venture A joint venture describes the combined effort of two businesses from different countries to their mutual benefit.

What is International Marketing examples? The campaign was a success! Spotify M. What are the Benefits of International Marketing?

Here are some benefits of international marketing. Market Expansion One primary advantage of international marketing is market expansion. Effective Utilization of Surplus Production International marketing helps manufacturers to utilize excess production effectively.

Provides Competitive Advantages Besides increasing revenue and diversifying asset, international marketing also provides competitive advantages. Global marketing allows you to remain ahead of the competition. Employment opportunities Global marketing increases employment opportunities in a foreign country.

What are the Disadvantages of International Marketing? Cultural Differences The varying culture and norms across the globe could lead to various marketing challenges. War Situations Tensions and war-like situations among nations can severely impact international marketing. High Competition Brands that are entering a foreign market usually have to compete with both local companies and international brands. Final Word: How do you do International Marketing?

Found this article interesting? Reddit Linkedin Copy Link. Edgy Universe EDGY is an SEO incubator, forecaster, and support center for deep learning, technological advancement, and enterprise-level end-to-end search programs. Technology 2 min read. Rechelle Ann Share. Marketing 8 min read. Edgy Universe Share. Technology 4 min read. Stephanie Share. Sumbo Bello Share. Marketing 2 min read.

More U. Science 2 min read. Technology 3 min read. William McKinney Share. Marketing 9 min read. Juliet Childers Share. Science 6 min read. Paige Share.

Technology 5 min read. Zayan Guedim Share. Comment 1 Most Recent. Upvote 0 Reply.