International Marketing Planning

Paper Summary:

This paper explains that the emergence of the global consumer or Euro-consumer can be attributed to the marketing activities of large multi-national organizations, rather than changes in consumer behavior; however, at the same time, more and more businesses have begun to market internationally because of the emergence of the global and Euro-consumer. The paper stresses that the major issues in designing international marketing campaigns are price, including the cost of transportation, tariffs, importer, wholesaler and retailer margins in addition to the factory price and the promotional process in which the main issue is communication adaptation. The paper states that the international hospitality industry has responded to and created global trends by solving consumer demands, such as easy purchase, last-minute bookings and non-conventional tourism, by using the internet for books, providing in-room guest portal services and eco-tourism.

Table of Contents
Introduction
The Global or Euro-consumer
International Marketing Planning
International Marketing Techniques
Has the International Hospitality Industry Responded to or Created Global Trends?
Conclusion

From the Paper:

"Ultimately, the world is undergoing unprecedented social and cultural changes as global trade in consumer goods begins a new phase of expansion. Global communications media and cheap air travel have reduced the costs of cross-cultural connections of all kinds, increasing trade, tourism, and consumerism to new levels -- and bringing about the emergence of the global and Euro-consumers. At the same time, following the collapse of the Eastern Bloc communist countries, capitalism has become more omnipresent, less nationally-limited, and more influential all over the globe. All of these occurrences have contributed (along with mass marketing campaigns) to the development and emergence of the global and Euro-consumers. Now that the global and Euro-consumer has emerged, multinational organizations direct their marketing accordingly to meet the changes in consumer behavior."

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