Marketing
...highlighting the special problems that arise in international business not usually experienced at home
Introduction
The above statement is indeed true; this is because marketing managers today are opening their eyes and looking beyond the horizon to identify and establish new opportunities for their products and business’s across boarders.
Marketing managers are realizing that it’s important to expand aggressively into new international markets and that home markets are no longer rich in opportunity. They are realizing that amidst today’s intensifying competition – the firm that stays at home to play it safe, not only might loose its chance to enter other markets but also risks loosing its home market.
International marketing is complex because foreign environments are different from home environments; for example, they differ on physical, cultural, legal, political, economic, competitive and distributive dimensions. Because of these environments, marketing managers can adapt parts of the marketing mix for each overseas country or region, for example, a company might alter its packaging, distribution channels and advertisements in each of its international markets.
The following discussion shows how international marketing is useful to today’s managers and their enterprises:
Gains- By operating in more than one country, a firm stands to gain marketing, research and development, production and financial advantages in its costs and reputation that are not available to purely domestic competitors.
Lessons from other firms- Managers have learnt from other firms which have appreciated globalization (e.g. coca-cola) since they enjoy enormous economies of scale in production, distribution and marketing. By using for instance- price as a competitive weapon they are able to devastate the competition from other firms
Free market- In may blocs of the...
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