Abstract
This paper examines the challenges that are faced by international marketing managers and the need for cultural sensitivity. The paper explains about targeting specific markets, a marketing mix and globalization.

From the Paper
"International Marketing Challenges. The international marketing function will face a number of new and dynamic challenges in the 21st century One of the defining qualities of a 21st century international marketing manager is that he or she must be sensitive to cultural differences in each market the company they represents sells into in order to be successful. An effective marketing manager will understand different tastes and lifestyles as well as different cultural norms and will incorporate all of this information into the marketing program."

Tags:International marketing, problems, challenges, demographics, product, price, promotion, cultural sensitivity, globalization

Abstract
This paper offers two case studies dealing with international marketing, one on Euro Disney and the other on the Mayo Clinic.

From the Paper
"A series of nine questions related to the case of Euro Disney serve to identify key issues regarding the marketing activities of Disney with respect to its European operations. First, the poor performance of the theme park as described by Amine can be attributed to a failure on the part of Disney strategists to recognize that French hostility toward the Disney idea was widespread, and that the early activities of the company alienated key actors in the French government, the banking sector, the ad agencies..."

Tags:international marketing, Euro Disney, Mayo Clinic

Abstract
This paper discusses international marketing strategy and several shortcomings of current strategies. Particularly, standardized approaches to global marketing across markets are examined as being rife with potential cultural hazards. A segmented marketing strategy is offered as an alternative because it focuses on depth rather than breadth. Nike is utilized as an example of an MNC that is victim of a standardized marketing approach.

From the Paper
"When moving from a national to an international market, one of the primary issues in developing a marketing plan and a strategy to execute on the plan is the ability to integrate the cultural characteristics of the target market into the plan. While the need for such consideration might seem self-evident there is still a significant percentage of the business community that enters foreign markets without proper due diligence and the results can prove catastrophic at worst and embarrassing at best. Some debate exists whether market research deserves its own separate business emphasis in marketing strategy: "the topic of business communication requires an independent research agenda about intercultural interaction. Indeed, research has paid little attention to the quality of persuasive documents used in international business..."(Hoeken et al, 2003, para.2). "

Tags:nike, marketing, strategy

Abstract
This paper reviews the main conclusions of an article by Cavusgil, Deligonul and Yaprak, entitled "International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward", which is an assessment of the field of international marketing from development to current trends utilizing Coca-Cola as a periodic example. The paper's review of this article includes the concept of the global brand and how to develop it in the context of new and emerging media such as the internet.

From the Paper
"This document reviews the main conclusions of an article by Cavusgil, Deligonul and Yaprak, 'International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward", which is an assessment of the field of international marketing from development to current trends utilizing Coca-Cola as a periodic example. The review of this article includes the concept of the global brand and how to develop it in the context of new and emerging media such as the internet."

Tags:market, research, brand

Abstract
This paper discusses the similarities and differences between the study of international marketing and domestic marketing. It describes each type of marketing and then discusses the last three decades of changes and the most important phenomena driving international and global marketing today. Finally the paper looks at the three basic differences between domestic and international operations.

Table of Contents:
The Study of International and Domestic Marketing
Changes And Phenomena Driving International And Global Marketing
Differences between International Marketing and Domestic Marketing
Conclusion

From the Paper
"Cable & Satellite television, and more lately DTH has also helped in shaping commonality across buying habits and preferences. In case of international marketing all environments are required to be considered at the time when the marketing plan is developed and being executed. Attention has to be accorded to legal climate, governmental controls, climate & weather, cultural beliefs and behavior of buyers. The various popular modes of international market entry adopted are 'piggybacking', franchising and licensing each suited to the present marketing need of the company. The various HR capabilities built in International marketing comprises the Business Manager, the Country Manager, the Functional Manager and the Corporate Manager. In international marketing, identification, conceptualization and assimilation are the stages in which new ideas take shape. The three fundamental differences emerge between domestic and international operations from differences in the environment. International operations are usually portrayed by more uncertainty. Secondly, cost factor would be high in formulating and managing the information network required for fulfilling this objective. Thirdly, a considerable amount of time and endeavor are spent at the head office while attempting to find out the decisions which can be ideally centralized."

Tags:environment, sales, global, operations

Abstract
This paper examines how, as increasing numbers of businesses look to expand and develop their consumer and market base through the internationalisation of their operations, managers are recognising the importance of effective international marketing to counter the increased levels of uncertainty and complexity. It focuses specifically on the role of culture in the formulation of international marketing strategies, using a number of examples to highlight the points raised. Firstly, international marketing strategies are considered in more detail, followed by an exploration of the concept of culture and its influence on international marketing strategies.

Outline
Introduction
What are International Marketing Strategies?
Understanding Culture
The Role of Culture in International Marketing Strategy Formulation
Hofstede?s Five Dimensions
Hall and Hall?s High-Low Context
Direct Influence on Marketing Mix
Product
Price
Place
Promotion
Importance of Ethics
Critiquing the Role of Culture
Conclusions
References
Appendix 1

From the Paper
"Since value judgements vary between and within cultures, perceptions of what constitutes acceptable behaviour also differ: for example a gift in one country may be considered a bribe in another (Cateora and Ghauri, 2000; Doole and Lowe, 2001). Kotabe and Helsen (2004 p.171) highlight the significance of this for international marketers who "must understand and respect cultural subtleties, whilst finding the limits of ethical behaviour"; since a company's ethical stance may affect its ability to do business in some countries. For example, Motorola's lengthy "Code of Business Conduct", sets out standards for accepted behaviour throughout the organisation (see www.motorola.com). They recognise the "ethical legitimacy" of gift-giving in Japan, but decline to "participate in the practice" (Hamilton and Knouse, 2001 p.87). This allows the company to show respect for Japanese culture, whilst maintaining its own corporate values. Similarly, consideration should be given to product usage and production processes, which may not be appropriate in certain cultures or environments."

Tags:culture, hofstede, business

Abstract
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."

Tags:euro-consumer, behavior, price, promotion, internet

Abstract
This paper explains that, when developing an international marketing campaign (IMC) in a global and diverse competitive environment, one of the first challenges is that different nations across the world embrace different standards of ethical advocacy and regulate marketing and advertising in different ways. The author points out that taking advantage of a country's greater overall naivete or less stringent government regulations regarding the divulging of information, such as cigarette warning labels, might be effective marketing but hardly ethical. The paper relates that a country, which is tolerant of its own national corporations' foibles, might be less tolerant of a United States company engaged in similar practices.

From the Paper
"The increased scrutiny to such 'word of mouth' campaigns in the American media made such an ethical manifesto a necessity for companies to embrace, rather than a free ethical choice. In other European nations, such as Canada and the United Kingdom, cynicism about marketing practices runs equally high. A 2003 Daily Telegraph newspaper poll in the UK found "on a net trust rating (calculated by subtracting the negative percentage score from the positive) ministers in government came out with a lamentable score of minus 49 per cent and directors who run large companies fared even worse, being right at the bottom with minus 56 per cent." But what should one do in the case of marketing to a nation where a technique of water cooler buzz by paid advocates in ordinary offices is not so scrutinized, and ethical standards by marketing executives are notably, and acceptably more lax?"

Tags:standards, advertising, word-of-mouth, cigarette, food

Abstract
For all the realities of globalization, nations cannot escape their own geo-history. Culture, religion, geography, ethnicity, all combine to squarely place a given nation on a map surrounded by its neighbors, who have been there through the millennia. In the past, this familiarity has often produced contempt and war. Today, however, many nations, both developed and developing, are finding comfort in regional strength through favored-nation economics blocs, such as EU, ASEAN, NAFTA, and Mercosur. While the barriers to economic growth are being lowered, the cultures and traditional values in each country seem to be locked-in. This essay illustrates how these contradictory effects work in international marketing by analyzing the cultural diversities within the economic blocs, whatever inside and outside.

From the Paper
"Between 1990 and 1994, the GATT was informed of 33 regional trading arrangements, nearly a third of all deals since 1948. By now there are only a few countries, including Japan, that do not belong to any formal economic blocs, according to the survey of the field taken by the World Trade Organization (WTO, the successor to GATT), on the occasion of its inauguration (WTO, 1995, 27). If the Asian Pacific Economic Cooperation Forum (APEC) is counted as a regional trading arrangement of sorts, then virtually all countries now belong to at least one such club."

Tags:wto, gatt, apec, barrier, trade

Abstract
The paper explains that for any company wishing to operate successfully in the long term, it is important to enter international markets and this will allow the company to become more competitive in their internal markets too. The subject research is targeted at estimating possible possibilities for a high fiber health drink to be marketed in the Ukraine. The research evaluates the internal and external market conditions and, based on the results, the paper offers the right marketing mix, states the financial objectives for the company wishing to enter this market and offers a step-by-step activity plan for the management with possible market capacity estimation.

From the Paper
"The company X produces non-alcoholic beverages targeted at middle income purchasers operating in Sweden, Denmark, Germany and some other European countries where it possesses more than 40% of the market share for non-alcoholic drinks and 60% of the market share for non-sweetened non-alcoholic drinks. As in the recent past the company started experiencing problems with retaining this great market share due to entrance to the market of some cheaper aggressive brands offering thus better deals to the company, it has decided to look for outside opportunities for the products which have proven to be very attractive for numerous years for the sophisticated European clients."

Tags:clients, brands, competition, external, internal