INTERNATIONAL MARKETING

The Impact of Internet on International Marketing

The Impact of Internet on International Marketing

Introduction

The purpose of this literature review is to expand the boundaries of our knowledge by exploring some relevant and factual information relating to the impact of Internet on International Marketing. In order to create an understanding of the relationship between Internet and Marketing, we first need to examine what International Marketing stands for. International marketing is a coordinated action taken by the company in the international market, aiming to meet the needs of customers through the process of exchange that takes place between the different social systems. These activities include identification of needs and expectations of customers in different countries to recognize the foreign environment in which the company operates, the formation and development of their packaging products, setting prices, choosing the right distribution channels and methods of communication. These factors are taken in to consideration to meet the objectives of buyers and businesses.

The expansion of the company into foreign markets should consider involving the determinants such as political, economic, socio-cultural, infrastructural, technological and environmental elements such as institutions. International Marketing is a quest to meet the same needs of customers in different countries with the same set of values. This possibility has been achieved by standardizing the company's marketing strategy and marketing mix elements. This approach is characteristic of large international corporations that express their goals in global terms. The internationalization of the company is the process of turning the company into a business outside the home country. The driving can be divided into several phases. In the initial phase, the internationalization of the company is focused on the domestic market. The next step is the expansion in to international market to engage in productive activities (internationalization of production). In this phase, the transfer of goods as well as the transfer of capital and human resources is practiced (Roy, 2006, pp. 321-349).

Literature Review: The Impact of Internet on International Marketing

Role of international marketing

According to Jepsen (2007), the main role of international marketing is to use all available means to achieve company's goals. The means of international marketing includes marketing research, market segmentation, product positioning, marketing mix, policies and marketing strategies, planning, organization and control management. This is the structure of the work to be undertaken by that company that wants to put its products and its structure in a foreign market (Jepsen, 2007, pp.21-30).

Before providing an accurate definition of international marketing, it will be appropriate to introduce the concept of marketing in its most general sense. Hung (2004), claimed that the purpose of both types of marketing is to get the consumer, thus achieving the purpose of meeting the needs of its customer, the one who will buy and consume the product. To give a more precise explanation of marketing, we can quote the definition is exposed by Miller "Marketing is the analysis, organization, planning and controlling of resources, aimed at meeting the needs and desires of selected groups of consumers” (Miller, 2001, ...