International Marketing

Paper Summary:

This paper discusses international marketing in today's world and the factors that are important for it to succeed. Firstly, the paper addresses the problem of how to help companies succeed in various global marketing strategies. It looks at issues involving the product, the price, advertising and the market mix in general. The paper then discusses customer satisfaction and what a company must address if it wishes to succeed in marketing its products to others.

Table of Contents:
Executive Summary
Recommendations
Reflections

From the Paper:

"The practice of marketing and advertising nationally has also been the focus of a recent study. The way that things are marketed to various individuals may be normal and accepted in one particular country but may be rejected by other countries that do not see things the same way (Jain, 1989). This understanding of various countries and the cultures that they have in them is challenging to many that are looking to market today in this global society. The evidence presented in various studies on this issue, however, does not actually show that the marketing methods consumers are generally used to are completely preferred, but only that they are more recognized. In other words this does not imply that utilizing a different method of marketing to a country, other than what that particular country is used to, will not be effective."

Sample of Sources Used:

• Jain, S.C. 1989. Standardization of International Marketing Strategy: Some Research Hypotheses. Journal of Marketing 53, 1: 70-79.
• Onkvisit, S. & Shaw, J. 1987. Standardized International Advertising: A Review and Critical Evaluation of the Theoretical and Empirical Evidence. Columbia Journal of World Business 22, 3: 43-55.
• Shaw, J. 1999. Standardized international advertising: some research issues and implications. Journal of Advertising Research 39, 6: 19-24.

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