International advertising strategies and practices

International Marketing

Czinkota urges those he consults for as well as the readers to cultivate awareness about themselves and about their assumptions. Czinkota communicates the reward and the utility of considering ideas outside the realm of established assumptions. A basic assumption that Czinkota asks us to consider is the international marketing industry has not changed or is not changing as rapidly as other industries. His first main argument of the article is that the international marketing industry has made many shifts during the 21st century. He also presents the connections between domestic economic activity and international marketing. Increased awareness is helpful and relevant in any industry. Professionals of any industry should be aware of their assumptions and seek ways to strategize outside of them. His point about the connection between economics and marketing is very interesting. His statement is intuitive and simple, yet innovative. Any economic activity has affects that ripple across many industries including marketing. Marketing relates to retail and when there is minimal or negative economic activity slows material consumption, making marketing moot.

Czinkota continues by providing evidence of how there is a great lack of interest in and dedication to an international perspective and orientation in the United States of America. This statement proves true in American life. People from around the world are invited to come to America or legally reside in the country, but in exchange, they must greatly conform to American values and culture to be even minimally accepted. Americans come from many places and have many cultures, but they are all American. In America, the national language is English, despite the dramatic increase of Spanish and Chinese speaking people in the states. In the professional realm, many professionals from other countries are multilingual. They will have a mastery of their native language, at least a business level mastery in English, and often, non-American business professionals will also have knowledge of a third language, as many other countries around the world have multiple national languages.

The lag in linguistic diversity and language acquisition put American professionals at a severe disadvantage in the 21st century global economy. Americans have to realize that there are more non-English speaking people in the world than English speakers. There needs to be greater effort as a country and a culture to become more internationally minded and oriented. Americans should do so because an appreciation and integration of diversity is what the country is supposed to be about, and if Americans are not motivated to be more international on a human level, they should consider that professionals who are multilingual make themselves available to exponentially more revenue generating opportunities. Thus, if America does not want to become more international for humane reasons, it will for capitalistic ones.

Czinkota makes a strong point that a decrease of internationality in the U.S.A. particularly occurred post 9/11. He links terrorism to the decrease in interest and activity on an international scale. Again, he makes a simple point, but the implications are quite profound. There is an array of after effects of 9/11 in the U.S.A. The U.S.A. had not experienced a tragedy or a vulnerability to the world in modern history. An effect that many people, including marketing professionals have not considered is that Americans do not want to do so much business abroad because of fear and perhaps a type of post traumatic stress syndrome because of the terrorist attacks in New York City on September 11, 2001.