International Marketing Challenges

For international marketing managers, the challenge will be to develop better ways of targeting specific target markets with the appropriate marketing mix, the appropriate message, and with sensitivity to local customs and norms. The best international marketing managers will understand customer wants and needs, determine the appropriate media for reaching them, constantly evaluate the effectiveness of advertising and promotional campaigns, and regularly gather information to ensure that the message does not insult, shock, anger, humiliate or alienate customers and potential customers. John Graham in Marketing Age's Business Marketing cautions against the mistake of trying to save money by cutting corners in terms of analysis, research and preparation. Graham writes that doing so rarely results in optimum results for an international marketing campaign (Graham 13).

There are certain environmental challenges that marketing professionals must overcome to be successful. For example, in a highly developed country in which consumers have a number of choices about what television s

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Approximate Word count = 1093
Approximate Pages = 4 (250 words per page)

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