Entry into the Global Marketplace

Paper Summary:

The paper looks at the factors that attract companies into the global marketplace as well as the risks involved. The paper first discusses the design of international marketing campaigns and the major issues of price, promotional process and considerations regarding language and culture. The paper then shows how, despite the many challenges in the international business market, companies selling in global industries can successfully internationalize their operations if they perform sufficient research and follow a structured marketing approach.

From the Paper:

"Over the past 40 years the number of multinational corporations in the world's fourteen richest countries has gone from 7,000 to 24,000 (Alden, p. 6-7). While many companies have marketed internationally for years, more and more companies are looking to enter the arena of global competition.
"In today's business world, often companies simply cannot stay domestic and expect to maintain and increase their markets. A company must initially decide if it is beneficial to go international, then define its international marketing policies and objectives to create an effective promotional campaign."

Sample of Sources Used:

• Alden, J. (1998). What in the world drives UPS? International Business, 6-7.
• Ayal, I. & Zif, J. (1979). Market expansion strategies in multinational marketing. Journal of Marketing, Spring, 84-94.
• Kotler, P. (2000). Marketing Management, The Millennium Edition. Upper Saddle River, NJ: Prentice Hall.
• Porter, M. (1980). Competitive Strategy. New York: Free Press.

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