International Marketing

Paper Summary:

This paper explains that marketing is a complex process which is compounded by the necessity to communicate internationally, not just by knowing the language but, even more importantly, by becoming acquainted with local customs. The paper points out that the key to internationalizing and removing barriers is to abstain from the postures of "the ugly American"; even in the emerging Third World nations, the day of being able to treat foreigners almost as "little brothers" is over; therefore, international marketers must be prepared for 'cultural mega-shock'. The paper stresses that today's marketing management must be set up to network and communicate with every level of every department, including international markets, involved in the production and marketing of new products to eliminate costly errors at the outset and to speed the product to market.

From the Paper:

"Each country presents a different challenge, and the product attributes must be carefully weighed, assembled and only then presented for distribution and sale. Even such aspects as "store hours" must be considered in shaping distribution advertising, even packaging, to specific countries. Sunday grocery openings are only recently permitted in Germany for example. There are few, if any, of the American-type supermarkets which remain open 24-hours. So, a food product's attributes, for example, may be in long shelf life in the consumer's kitchen, or refrigerator. There might be an idea to package an economy "weekend size" of milk or bread, or other important food products."

More papers on International Marketing:

• Essay # 73984 : "Challenges within International Marketing"
• Case Study # 125341 : "International Marketing Case Studies"
• Essay # 85766 : "International Marketing--Dragons Don't Wear Nikes"
• Article Review # 129700 : "International Marketing and the Global Brand"

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