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sales of a product or service. To this end they prepare reports and make recommendations on subjects ranging from preferences of prospective customers to methods and costs of distribution and advertising. They research available printed data and accurate new data through personal interviews and questionnaires. Knowing what customers want, why they want it, and what price they are willing to pay for it have always been concerns of manufacturers and producers of goods and services. With growth in industry and increased competition for manufactured products, businesses begin to use marketing research to measure public opinion. Emphasis on marketing research did not really occur until after World War II.
From this point, however, new knowledge of techniques and increased uses of the findings have developed at a rapid pace. One area of marketing research is company service and products. Here marketing research analysts collect data on brand name, trade mark, product design, or packaging for current products or products in experimental stage to measure consumer likes and dislikes. Also included. Also occluded in this aspect of marketing research are studies of the services and products of competitors. Another area of marketing research issues methods and policies.
Here, the marketing research analyst is concerned with detailed studies of the firm's sales records. A firm's international marketing program must generally be modified and adapted to foreign markets. This international marketing program uses strategies to accomplish its marketing goals. Within each foreign nation, the firm is likely to find a combination of marketing environment and target markets that are different from those of its own home country and other foreign countries. It is important that in international marketing, product, pricing, distribution and promotional strategies be adapted accordingly. In order for an international firm to function properly, cultural, social, economic, and legal forces within the country must be clearly understood.
The task of International marketing is more difficult and risky than expected by many firms. One of the most controlling factors of international marketing is management. It is very important for managers to recognize the differences as well as similarities in buyer behavior. Many mistakes can occur if managers fail to realize that buyers differ from country to country. It is the international differences in buyer behavior, rather than similarities, which cause problems in successful international marketing. An international marketing manager is a manager responsible for facilitating the exchange of products between the organization and its customers or clients.
Sometimes an international marketing manager will find difficulties in completing the exchange of products. Many surprises in international business are undesirable human mistakes. An international corporation must fully understand the foreign environment before pursuing business matters. Problems constantly crop up and many times have unexpected results. Sometimes these unexpected results are unavoidable. Other times they are avoidable.
To be sure those avoidable situations do not occur, international marketing managers must be aware of cultural differences. Cultural differences take place among most nations of the world. Differences in culture are one of the most significant factors in an international company. All nationalities posses unique characteristics, which are unknown to many foreigners. Many of the top international businesses are unaware of these cultural differences.
It is very important to understand these cultures in order to market a product successfully. As an example, different nationalities have different beliefs on how business matters should take place. Where some countries prefer to work with a deadline other countries can take this as being offensive. Many countries feel it is an insult to be asked to work under a set time period. A country may feel that a deadline is threatening and may feel backed into a corner.
On the other hand, other countries try to expedite matters by setting deadlines. To be effective in a foreign market it is necessary to understand the local customs. Knowing what to do in a foreign country is as important as knowing what not to do. Failure to understand local customs can lead to serious misunderstandings between business people. The simple rejection of a cup of coffee can lead to total confusion. The decline of an invite is sometimes considered an affront.
To avoid making blunders, a person must be able to discern the difference between what is acceptable behavior and what is not acceptable behavior. Violations of a local custom can be insulting, and can cause uncomfortable situations. To be a successful manager of international marketing, one must be able to discern the differences as to what must and must not be done. It is almost impossible to attain complete knowledge and understanding of a foreign culture. As established, culture plays an important role in the drama of international marketing. Of all the cultural aspects, communication may be the most critical.
It is certain that communication has been involved in a number of cultural confusion. Good communication linkages must be set between a company and its customers, suppliers, its employees, and the governments of the countries where it performs business activities. Poor communication can obviously cause various difficulties. One source of difficulty among starting companies is that of effective communication with potential buyers. The problem is that there are many possible communication barriers. Sometimes messages can be translated incorrectly, regulations overlooked, and economic differences can be ignored.
Other times when the message does arrive, its ineffectiveness can cause it to be of no value. Every now and then a buyer will receive the message, but to the companies disappointment, the message was sent incorrect. It is normal in multinational businesses to send and receive messages on a regular basis. Many well-known people have incapacitated public speech introduction s by using inaccurate titles and names. Not all communication problems are verbal.
Some serious problems have occurred as a result of non-verbal communication. Non-verbal communication exist in numerous forms. Sometimes a person's appearance can convey a stronger message than intended. Untidy attire, for example, can be more offensive in some nations than in others. The local people often are willing to overlook most of the mistakes made by tourist.
On the other hand, locals are less tolerant of the errors of business people. It is very important to be able to interpret the different means of communication in international marketing. In America, we sometimes take for granted the display of products on the market. However, in other nations such product array and sel...
Free research essays on topics related to: verbal communication, international marketing, cultural differences, acceptable behavior, buyer behavior
Research essay sample on Cultural Differences Acceptable Behavior
