¶ … small global village, business organisations are ever more doing business beyond national borders. Through exporting, mergers, acquisitions, joint ventures, strategic alliances, subsidiaries, and other forms of corporate strategy, business organisations are expanding their operations across the globe. While cross-border business is important for global expansion it presents significant challenges from a marketing perspective. When business extends beyond the domestic market, new aspects come into play. An organisation must consider the characteristics of the local environment, particularly in relation to demographics, consumer preferences, culture, and regulations (Brady, 2011). These aspects change from country to country, making the replication of marketing techniques quite difficult or impractical. An important topic within the discipline of international marketing relates to relationship marketing. When doing business internationally, marketing relationships are crucial. For instance, a manufacturer that elects to expand its operations to a foreign country through exporting...
A smooth relationship between the manufacturer and distributors is crucial for the performance of the two entities and, most importantly, positive customer outcomes such as customer satisfaction and customer loyalty. Even so, there is often obscurity over what aspects drive relationship value. Skarmeas, Zeriti & Baltas (2016) address this issue in their article. With data gathered from extant literature as well as a survey of 271 export and import managers working in four different sectors (machinery, equipment, chemicals, and textiles), Skarmeas, Zeriti & Baltas (2016) show that relationship value in international exporter-importer relationships stems from knowledge sharing, relational norms, complementary capabilities, cultural sensitivity, as well as relationship-specific investments such as customised promotional campaigns. These aspects are important for driving customer loyalty, consequently benefiting both the exporter and the importer.
International Marketing A situation analysis is termed as a foundation to be used for a marketing plan. A situation analysis normally includes an examination of both the internal and external factors that can affect a business. A situation analysis creates an overview of the organization that acts as a guide to understanding the factors that influence the future of an organization (Lorette, 2010). The paper will look at the situation analysis
International Marketing There are several blunders that have occurred with respect to international marketing. Some come under the category of basic linguistic misunderstanding, but others are more catastrophic in nature, causing offense in addition to costing the company sales. In some cases, the blunder gets back to the home market and does damage there, as was the experience that Nestle had in Africa. This report will outline some of the blunders
International Marketing International growth strategies bring a number of challenges for business organizations. They not only have to analyze the business environment in the new markets, but also formulate effective international marketing strategies which enable them to compete in a competitive and profitable way (Cadle, Paul, & Turner, 2010). International expansion may become a disaster if an organization tries to penetrate the market without a careful analysis of the external environment
International Marketing In many ways, domestic marketing and international marketing are similar. They are based on the same fundamental principles of using price, product, place and promotion to craft appeals to customers that will enhance sales. There are certain facets of international marketing, however, that are slightly different. Marketers need to be aware of what these similarities and differences are. In terms of similarities, the fundamental things that a company must pay
International Marketing Dell Technology and Computers market has become the important part of the entire global market. There are number of companies who have already stepped in to this business and thus made it highly competitive. The U.S. market is currently most crowded with the computer manufacturing companies. The major companies are HP, Lenova, Compaq, Apple and Dell. Dell is one among these companies that has well thought out marketing strategies. These
International Marketing of the Winter Olympics Properly planned and executed, hosts of the Winter Olympic Games stand to gain a great deal in terms of investments in infrastructure, the multiplier effect of travel and tourism, and the enhanced prestige on the global stage that goes hand in hand with hosting these international games. Improperly administered, though, hosts and corporate sponsors of the Winter Olympic Games are faced with some staggering economic
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