International Marketing

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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 very important for managers
to recognize the differences as well as similarities in buyer behavior. Many mistakes can occur if managers fail to
realize that buyers differ from country to country. 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. Problems constantly crop up and many
times have unexpected results. Sometimes these
unexpected results are unavoidable. Other times they are
avoidable. To be sure those avoidable situations do not
occur, international marketing managers must be aware of
cultural differences.

Cultural differences take place among most nations of the
world. Differences in culture are one of the most significant factors in an international company. All nationalities posses unique characteristics, which are unknown to many
foreigners. Many of the top international businesses are
unaware of these cultural differences. It is very important to understand these cultures in order to market a product
successfully. As an example, different nationalities have
different beliefs on how business matters should take place. Where some countries prefer to work with a deadline other
countries can take this as being offensive. Many countries
feel it is an insult to be asked to work under a set time
period. A country may feel that a deadline is threatening
and may feel backed into a corner. On the other hand,
other countries try to expedite matters by setting deadlines. To be effective in a foreign market it is necessary to
understand the local customs. Knowing what to do in a
foreign country is as important as knowing what not to do.
Failure to understand local customs can lead to serious
misunderstandings between business people. The simple
rejection of a cup of coffee can lead to total confusion. The decline of an invite is sometimes considered an affront. To
avoid making blunders, a person must be able to discern
the difference between what is acceptable behavior and
what is not acceptable behavior. Violations of a local
custom can be insulting, and can cause uncomfortable
situations. To be a successful manager of international
marketing, one must be able to discern the differences as to what must and must not be done. It is almost impossible to
attain complete knowledge and understanding of a foreign

As established, culture plays an important role in the drama of international marketing. Of all the cultural aspects,
communication may be the most critical. It is certain that
communication has been involved in a number of cultural
confusion. Good communication linkages must be set
between a...
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