Challenges Facing International Marketing
The marketing concerns that differ include price, cost, distribution, and advertising and these concerns differ in nations where international marketing opts to market. Other factors that have an impact on international marketing include managers control, both abroad and home. The reason behind the success of international marketing is the adaptation, management, and coordination of a marketing plan effectively in an unstable and unfamiliar foreign environment (Babić 2011). Babić (2011), further, suggests that business opt to navigate foreign markets due to sound reasons. First, need to respond to customers unsolicited orders from international markets. The management should volunteer to thoroughly educate themselves on specific countries of choice to understand potential perils and benefits of the decisions they will make concerning abroad marketing. Yes, according to Schultz (2012), international marketing is termed as a global strategy to prevent some serious issues undermining some nations.
Despite being termed as a success; its current growth is undermined by a series of notable challenges. Therefore, the purpose of this paper is to discuss International Marketing Challenges and a brief description of theories governing international marketing operations. International Marketing Challenges International marketing surrounding poses some problems and uncertainties because they are more uncertain, dynamics and challenges. Administrative policies. Administrative procedures or bureaucratic rules both in the host and guest countries make international export and import marketing harder (Schultz 2012). Some of the countries contain lengthy formalities which importers and exporters should clear. The process of adjusting the dealings to make the formalities favorable for clearance create numerous predicament for some. Different countries have different legal formalities that International marketers should accustom to if they want to do business.
Deep again, argues that different governments of different nations have their philosophies, approaches, and priorities when it comes to international trade. A country adopts either liberal or restrictive approach to operations of international business. For instance, dominant nations have political approaches being influential in activities of international marketing. World political environments are of long-term, uncertain and unpredictable (Schultz 2012). Economic policies like agricultural policies, fiscal policies, industrial policies, import-export policies have a direct influence on international marketing. A serious challenge exposes itself when unexpected or extraordinary moves (downs or ups) in exchange rates of two countries (Johansson 2016). Ethics and norms challenges. Ethics are moral principles, norms or standards governing the behavior of the firm and individuals in that firm. These ethics and norms are reflected deeply informal regulations and laws.
Different codes, in different markets, are noted down requiring every player in the international market to observe them (Schultz 2012). Paul was researching why firms were competitive in the international market successful. After evaluation, Paul concluded that firms struggle for market domination by owning rights to the intellectual property, development and research investment, scope and economies of scale achievement and experience curve exploitation. Paul reports that those firms based their competitive advantage on innovation by owning rights of the intellectual property, which pursued development and research aggressively, and that they strived to achieve scope and economies of scale. The companies also learned efficiency and learning organizations for international competition organization. National Advantage Competitive Theory (Porter’s Theory). The theory was developed to explain consequences of life-cycle of the product stage.
Stage of the product lifecycle demands that the products be produced or manufacture where its demand is high. Cycle theory defines manufacturing and trading as a four-cycle phase. Phase one, new product stage. This phase demands that the product is manufactured and be sold where it is developed. The importance of international ISO standards application for enterprise management and ensuring customer satisfaction. Marketing, 42(3), 180-188. doi:10. markt1103180b Cró, S. Martins, A. International marketing communication as the global marketing change agent. Strategic International Marketing, 117-132. doi:10.
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