International Marketing

Issues in the international Marketing and impact of Technology on online Marketing



Issues in the international Marketing and impact of Technology on online Marketing

Introduction

Why should a domestic company consider marketing overseas? The excitement and sense of adventure that previously accompanied this endeavor has been greatly reduced as a result of access to information systems, which appear capable of monitoring each and every action that we take as a consumer within the developed economies. Store loyalty cards and credit cards track all our expenditures and provide information not only for us but for others as well (Ohmae, 2003). Credit rating agencies not only know where we live but how we live. The world has changed greatly. Meanwhile, it also has to be said that the exchange process, which forms the basis of international marketing, is different from that found in the domestic market and involves more than exporting. The motivation for marketing abroad is best defined by contextual characteristics facing the individual firm (Quelch & Hoff, 2005).

Markets are changing demographically, politically and economically, and the techniques of bringing goods to market and arranging financing, as well as the means of financing themselves, are changing (Samiee & Roth, 2007). Increasingly, the world over, economies are being subjected to the same social, economic, technological and political forces which shape our own markets. Technological companies are being 'born global' because the nature and specificity of the technological advantage they possess requires them to explore an international rather than a domestic market (Samiee & Roth, 2007). Certainly there is a characteristic technological and industry specificity to that phenomenon. Roth & Morrison, (2009) identified three global trends which could not be ignored:

Increasing market fragmentation. Today, there are specialist competitors with tailored offerings.

Traditional market boundaries are blurring with substitutes from new technologies.

The transformation of previously self-contained national markets into linked global markets.

However, the macro-environment as being shaped by what he terms currents:

Growing similarity of countries with universal features, large retail chains, and TV advertising and credit cards.

Falling tariff barriers.

Technological revolutions which reshape industry and create shifts in leadership.

Integrating role of technology. Improved communication dismantles geographical barriers to trade and improves information in a world where buyers are increasingly aware of world markets (Jain, 2009).

Issues of International Marketing

The first issue faced by the international marketing is search for a good product to import or export that satisfies a need or desire of the buyer, and has a reasonable price. For example, any product can be inexpensive to scale the UK, but at the same time be extremely costly for the residents of Bulgaria, or any African country. For this reason, the marketer must first examine the economic situation in the country, with which he intends to work with (Jain, 2009).

Regardless of what is planned, importing or exporting, you should visit a country with which you collaborate. It is necessary for on-site assessment of the economy, the marketing system, available products and determine the extent to which the exported product to local conditions, traditions ...