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International Marketing Essay Example

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International Marketing

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Emergence of the international market place is attributable to number of factors; growth in technological innovations, growth in the media, the ever improving service sector and emergence of new countries with great economic potentials such as China, Brazil, India & Russia (Lee & Carter, 2012). Furthermore the modern market which is globalised doesn’t rely solely on products and services; instead much emphasis is placed on the people. This implies that the customer continues to become the most significant element of international marketing. Globalization has affected customers in a many ways and resent years have seen tremendous changes in trends, behaviors, perspectives & attitudes among the consumers. Another very important factor of marketing and business on the international stage is culture; it comes with various elements which impact on consumer trends, patterns as well manners and ultimately choices. Customers for international market have different cultures since they are from different countries some of which are very from each other and as such international marketers as well as managers of international companies must understand, appreciate and value national cultures for the good of their businesses. A very crucial success element in overseas business is the ability to comprehend the specific behaviors among target customers, understand their social and cultural values and integrate them in the business strategy (Lee & Carter, 2012).In this essay I aim at examining international businesses relative to the global market as well as their efforts at maximizing available market opportunities with their marketing strategies which could be standardization or localization in relation to customer cultures in order to identify with consumers and make maximal benefits of the global market. The paper explains globalization and its link to the concepts of standardization and localization. The effect of culture and its relation to the concepts is examined comprehensively; the various elements of culture are synthesized as well as the effects of culture on international firms that choose localization as a marketing stand point. Finally he paper will make use of relevant examples and case studies to ensure clear illustration of the arguments advanced.Ramarapu et al (1999), note that the concepts of globalization and localization have a history which began with extended marketing strategies that were carried to the foreign market place. According to

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preview essay on International Marketing
  • Pages: 14 (3500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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