company's international marketing plan must generally be
modified and adapted to foreign markets. This international
marketing plan uses strategies to accomplish its marketing
goals. Within each foreign nation, the firm is likely to
find a combination of marketing environment and target
markets that are different from those of its own home
country and other foreign countries. It is important that in
international marketing, product, pricing, distribution and
promotional strategies be adapted accordingly. In order for
an international company to function properly, cultural,
social, economic, and legal forces within the country must
be clearly understood. The task of international marketing
is more difficult and risky than expected by many companies.
importance of management
One of the
most controlling factors of international marketing is
management. It is very important for managers to recognize
the differences as well as similarities in buyer behavior.
Many mistakes can occur if managers fail to realize that
buyers differ from country to country. It is the
international differences in buyer behavior, rather than
similarities, which cause problems in successful
international marketing manager is a manager responsible for
facilitating the exchange of products between the
organization and its customers or clients. Sometimes an
international marketing manager will find difficulties in
completing the exchange of products. Many surprises in
international business are undesirable human mistakes. An
international corporation must fully understand the foreign
environment before pursuing business matters. Problems
constantly crop up and many times have unexpected results.
Sometimes these unexpected results are unavoidable. Other
times they are avoidable. To be sure those avoidable
situations do not occur, international marketing managers
must be aware of cultural differences.
Cultural differences play a significant factor
Cultural differences take place among most nations of the
world. Differences in culture are one of the most
significant factors in an international company. All
nationalities posses unique characteristics, which are
unknown to many foreigners. Many of the top international
businesses are unaware of these cultural differences. It is
very important to understand these cultures in order to
market a product successfully. As an example, different
nationalities have different beliefs on how business matters
should take place. Where some countries prefer to work with
a deadline other countries can take this as being offensive.
Many countries feel it is an insult to be asked to work
under a set time period. A country may feel that a deadline
is threatening and may feel backed into a corner. On the
other hand, other countries try to expedite matters by
effective in a foreign market it is necessary to understand
the local customs. Knowing what to do in a foreign country
is as important as knowing what not to do. Failure to
understand local customs can lead to serious
misunderstandings between business people. The simple
rejection of a cup of coffee can lead to total confusion.
The decline of an invite is sometimes considered an affront.
To avoid making blunders, a person must be able to discern
the difference between what is acceptable behavior and what
is not acceptable behavior. Violations of a local custom can
be insulting, and can cause uncomfortable situations. In
order to successfully market your product internationally,
you must be able to discern the differences as to what must
and must not be done.