Examines Various Aspects of Marketing

1. What is the difference between international marketing and domestic marketing?

The biggest difference is that, with very few exceptions, the methods used to sell a product in America seldom have the same efficiency in foreign markets. This is often due to the fact that the American company does little research ahead of time and come up with a logical penetration plan. In addition, the company sometimes makes the mistake of assuming there are two marketplaces -- America and the rest of the world. The successful companies, on the other hand, realize that it will take a special way to market a product in France, which is different than the way it would be marketed in Italy. And what works in France and Italy could fail miserably in China or Taiwan.

Let's consider a hypothetical. Assume that Company X has created an all purpose makeup that has found wide acceptance in the American market. The makeup has an important range of features that appeal to American women, more particularly American women aged 35 to 52. The product has been on the American market for five years, and although it was the first in its category, there are now 12 spin-offs of the product, each substantially the same.

The typical sales model in the United States has been to advertise the product heavily on television with the hope of getting the target demographic into local stores to buy the product. In fact, local store names are included at the end of each commercial. As the company b

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en to new products, or is limited by contractual, cultural or governmental barriers of selection; B) Whether the channel leader has a good reputation for payment, for service, for delivery; C) How long the channel leader has been in business, and what the rest of the industry thinks of the channel leader. If this search seems positive, then the next step is to make contact with the channel leader. This contact can lead to meetings, and it is in the meetings that the real criteria analysis goes from objective to subjective. There must be a feeling of trust, of common and mutual interests between your company and the channel leader (Buckley & Casson, 1998). Finally, a certain amount of research must be devoted to how the channel fits into the overall nature of the country. Italy, for instance, has a strong network of wine producers who use three standard channels of distribution for Italian wines, while imported and non-Italian wines are handled through different channels. Since the Italian wines get governmental support and price support, these three standard channelers are able to place more product in more outlets at a better price. Most importantly, the American marketer must remain flexible in terms of conceiving wha

Category: Business - E