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The effect of culture in International Marketing : While multinational companies strive to maximise their opportunities for product standardisation, homogenisation, similarity and integration of marketing, many realise that the way to differentiate and to

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The international product life cycle (IPLC) theories from Raymond Vernon (1966) explain the distribution methodology of companies’ expansionacross national boundaries. The theory shows that many product lines are in the first place produced and processed in certain nations with the target of being sold on the international market. It very well and accurately describes the exchange process by enterprises and multinational organisations developing products and services for the international market as well as establishing subsidiary firms in foreign firms in other countries.The theory illustrates that the life cycle starts when a country, producing a product that can meet demands of consumers in other countries pushes its coverage and markets products to other nations.In the last two decades for instance there has been a lot of evolutions end products ready for international consumption and this has largely been associated with increased trust among many countries through bilateral cooperation. Many companies have marketed themselves and their products on the international arena and this is a clear demonstration of what globalisationcan bring in organisations. Therefore, it is important and timely to study and understand how culture affects international marketing.Trends in consumer behavior present a very important factor that affects advertising in many organizations in terms the method used and how the advertising strategy is executed especially considering the competitive international business. The consumer is central in informing strategy and therefore any marketing plan or idea undertaken by a company must understand and be cleared at fulfilling the needs of consumers. With this in mind marketing departments in organizations will be able to formulate and implement relevant marketing strategies that bring incomes to the organisations. Therefore to better remain competitive and relevant, firms must carefully study trends in customer behaviour in terms of market research customer preference so as to produce and market products and services, which are timely; those that customers would want to purchase because they address their specific needs and satisfaction.Signs shown in behaviour of buyers as well as the environment are important as they tell organizations what trends are in the market and just how to respond
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preview essay on The effect of culture in International Marketing : While multinational companies strive to maximise their opportunities for product standardisation, homogenisation, similarity and integration of marketing, many realise that the way to differentiate and to
  • Pages: 13 (3250 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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