Sample Marketing Paper on International marketing

As I was undertaking a research in the field of marketing strategies, I discovered that marketing analyst use different actions to make their business a success in a particular community. High sales are achieved when a business achieves a proper degree of reputation. In this context, I will international marketing and its variation from traditional marketing.

To start with, international marketing involves a combination of marketing strategies that a company uses to sell their product in foreign market place. A company that has marketed itself properly internationally results to its revenue being high. Research is the basis foundation of international marketing (Berthon, 2012). It informs the company of the mission it is about to undertake and whether they will be able to maximize potential in its new market. Effective researching, examination and modification of marketing strategy is done so that it becomes fit for the targeted demographics. Hiring of representative from this region helps in neutralizing culture differences by ensuring that they are handled appropriately and with sensitivity.

If the company is an emerging brand, establishment of partnership and networks with other companies becomes essential for its success in that country. Partnership in the target market enables a company to make an establishment of themselves in the market that they would have otherwise gone unnoticed. The final step now becomes doing a review on a quarterly basis of the company’s international marketing strategy. It may consider sending its representative to the foreign market to assess the strategies on the ground (Gilligan,2012). Tracking should be done more closely and with great precision to aid the product in gaining the necessary for its success.

Traditional marketing is a kind of advertisement or promotion that were earlier used by the companies to market their goods or services. It entails use of direct mail, print media, broadcast and referrals.

Direct mail involves creating of awareness of an existence of a product through letters, fliers or brochures that are sent through mails. It is a targeted marketing strategy because its particulars are sent to a specified target market. Print involves use of newspapers and magazines to market product and services of a company. This form of marketing is both a mass marketing strategy because it reaches a different class of people with either interest or not on a product and niche marketing strategy reaching those only interested in a magazine.

Broadcast is another traditional avenue. It involves use of radio stations and television to reach to a large audience within a very short time. Television makes a product to be more real as the customers can see a product how it works. Referrals uses the word of mouth to spread information about a product to customers. Despite not being a planned marketing activity, it help in building a loyal client base. The company should incorporate other marketing strategy to make this effective (Ruzo& Losada, 2012).

In my understanding, traditional marketing follows a domestic marketing approach covering customers in a specified geographical region mainly a country. Putting this into consideration, there are a variety of ways in which it differs from international marketing. Traditional marketing is less risky and easier to conduct compared to international marketing. This is due to the less amount of finances involved and less uncertainties in the market compared to international marketing. Despite both having some common basic marketing principles, international marketing becomes more challenging and it takes the commitment of the company due to the different in laws and regulations governing the global market. Domestic marketing on the other hand follows only the rules and regulations in that country.

In domestic marketing, a company may use the same strategies and policies for marketing whereas at the international level it is a requirement to the company that it should different standards to market their product. Another major difference is the nature of the research involved. A deep analysis of the market is required in international marketing while less research is required for domestic marketing. This is mainly brought about by the risk involved. As economies expand and trade among themselves, the advancement in information communication technology is making it to be defined as a global village. This is also easing the process of international marketing.  Decisions acts as driving forces in any company. The quality of decision is dependent on the manager’s focus in their organization and how well the decisions are accepted by managers across all levels.

Decision making falls under three stages namely; definition of the problem, collection of data and choosing of the best alternative. The joint efforts that economies are making to develop economically, socially and politically in the global environment has indeed affected the managerial decision making processes. The management is always responsible for responsive and timely making of decisions that are acceptable across the board. Globalization of a company exposes it to a different environment that poses new challenges. When the management is making a decision, it is usually directed or facilitated by the need to stay competitive internationally. For example, different nations calls for different approaches for marketing. This calls for a challenge to think for a strategy approach from a macro point of view. International marketing also comes along with solutions to some of its problems. The management at times may consider the use of available solutions in the market and facilitate a running of the  marketing strategies (Fassin, 2011).

International marketing has resulted in outsourcing services businesses. When managers want to make some international transactions that may involve transporting goods, their decision will mostly likely be defined by finding a logistic companies that usually operate in those economies. It has also brought about the issue of politics and social dimensions in making decisions. The management now have to put into consideration the effects that their decision will have on the political and social perspective in the global population. Culture intelligent tools for managers becomes relatively important when doing business in the international market. They help to access whether the risk involved in a decision is beneficial or not. It also dictates how consistent the implementation should be done or whether it should be partial or wholly.

Globalization is term that gives a description of how countries and people of the world are becoming interconnected using technology, media and global finance that makes it possible to cross borders. It offers both benefits and challenges to the people and the economy. It brings about the integration of international economy. It offers opportunities for many countries to experience growth in its economy. It increases the amount of goods and services that are produced by a given economy over time which results to a high Gross Domestic Product. High GDP results to individual and political system being empowered due to acquisition of extra resources.

Through globalization, a wide range of products becomes available and the developments it achieves have a significance to reach a large customer base. Globalization often result to reduction of tariffs and value added taxes among nations (Yusel,2010). It gives countries abilities to come into agreement on free trade. Free trade that serves as a boost in economic development. More job opportunities are created, companies become more competitive which results to lower prices of products for the consumers. Through globalization, technology is shared with the developing nations and this helps it their progress. It results to a faster dissemination of information that is put to effect by the internet. It also poses a problem of technology theft from its competitors.

Transnational companies that invest in a given country results in creation of employment and thus helping in the fight against poverty. It also results in mingling of the cultures and countries are able to learn more about each other. Globalization results to sharing of common financial interests. Thus, the government and corporation always try to work hand in hand to sort some of the ecological problems. Concerns have been raised against the reluctant of this companies to preserve the environment in the different countries in which they have been established. Globalization brings about the flexibility of labor among different countries. That is, employees can move from country to country and market their skills. If this is not monitored, it can result into problems on the existing labor and pressure to reduce wages.

The major problem that arises from the flexibility of labor is that jobs in developed countries are lost to countries with lower cost. This results to fear among middle class workers who have very little to harvest from this global game. Multinational companies have also been put on the blame for the social injustices and unfair working conditions for its workers. They have also been put on the spot for increasingly making an influence in the political decisions. This poses a threat in gaining the ruling power due to the power they gain as a result of globalization. Competition among countries is supposed to bring prices of products down. This in many cases does not work simply because majority of the countries manipulate their own currencies to gain advantages in prices.

Reference list

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Gilligan, C. and Hird, M., 2012. International marketing: strategy and management (Vol. 17). Routledge.

Ruzo, E., Losada, F., Navarro, A. and Díez, J.A., 2011. Resources and international marketing strategy in export firms. Management Research Review.

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