The Challenges of International Marketing

Topics: Marketing, Advertising, International trade Pages: 4 (1217 words) Published: September 10, 2006
The Challenges of
International Marketing


Jay Fankam

Baker College 2005-2006

Regardless of the success of your company on a national scale, to engage yourself in a successful venture outside of your borders requires several critical elements that one must acknowledge and apply with great care. One of those requirements would be to thoroughly research the cultural environment in which you wish to launch your product no matter how popular and indispensable you believe it might be. In the past, many national giants have hit the wall when introducing a foreign market or launching a new marketing campaign because of the cultural gap they encountered on the other side of their borders. Another way of preventing a flop on an international market is to carefully study the economical past of this country, which might differ quite a bit from the one the company flourished in. In addition to the previous precautions, it Would be advise to make sure that your product will blend seamlessly within the spending habits of the consumers. Overall, meticulous market studies and patience often constitute the way to success on a foreign soil.

The Challenges of
International Marketing

Despite the facts that many of the most powerful markets on the planet operate within the capitalistic principle of free trade. Despite the fact that Western Europe is now border-free within its bounds and uses the same common currency. And despite the fact that the USSR ‘s Iron Curtain has fallen more than a decade ago, the people of this world have never expressed their need to belong to a national identity as much as they do today. In response to international organized terrorism, mass media and political pressure, the average consumer today is looking for security, truth, and for a product tailored to his need. A product that reflects the international society we live in today but also carries the cultural identity of the consumer buying it. Or at least carries...

References: Martin, E.A (2005). Global advertising a la Francaise: Designing Ads that "Speak" to French Consumers. Journal of Language for International Business, 16(1), 76-96
Six, I. (2005). What Language Sells: Western Advertising in Russia. The Journal of Language for International Business, 16(2), 1-12
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