The international name means worldwide, and this defines global marketing as the application of all the marketing principles to more than one country. It is also the exchange of goods and services between public domains that are inclusive of sellers and buyers (Czinkota, 2013). There are different concepts when it comes to international marketing which includes; internal marketing, international marketing, comparative marketing and international trade in global marketing which are useful to the system.
Leonidou et al. (2010) elaborate on how to ensure a company has a proper flow of goods and services to consumers and also to ensure that they are making profits. During the introduction of a new company a new market, new customers, new employees, as well as new partners, are expected. This article elaborates that it is important not to follow the same strategies used in local businesses since the marketing strategy is different.
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The main argument of the author is that the company venturing into the international market should always test the market before they dive. The main idea is going into the market slowly and with a high level of control to attain a proper perspective before a full-blown expansion (Leonidou, Barnes, Spyropoulou, & Katsikeas, 2010). When there are market tests before fully committing, then it is easy to be flexible when incorporating the business model as well as the product or service.
Another argument the author puts across is that the company should understand its customers before engaging in the international business. Assuming that the international customers will behave the same as the home-based customers is a massive mistake in the marketing world. The customers in the foreign countries will have a different culture as well a perspective when it comes to their business approach.
The author also suggests that it is essential to be in a position to address the customers in their language. Marketing communications in a very new market can be complicated, and this calls for adaptation to the original language and culture. Even if the company is becoming a global brand, the messaging should always be locally focused.
In my opinion, the author’s statements are applicable in international marketing in that, when there are market tests, it gives the company an opportunity to find the perfect fit for the target market. It also gives the investors in the company a chance to exit the market without too much loss, in a case where the market is not a success. If a company expands their demands in the international level without testing the market, they are at very high risk because they may end up investing hundreds of thousands of dollars and could potentially lose it all.
In the statement of understanding the customers, this is also crucial because the customers are accustomed to doing different things in different ways. For example, when Wal-Mart expanded their company to China, they used the same approach in stores in America “big box store.” This method could not work in China because they tend to buy their groceries at the local outdoor markets. This idea did not work in China, and so the business was a bit less compelling.
In the concept of adopting the mother tongue, it is very accurate because the international marketing strategy should consider not only the local language but also the culturally accepted methods of communication and the idiomatic expressions the people use. This method includes their ways of advertising, packaging, online communication ideas and verbal communication skills.
In conclusion, the points and arguments of the author are relatable in this unit in that; they can elaborate how a company can be successful in the global platform. It explains how a company can get an excellent organizational structure beyond the local platform. The article also gives an insight to the marketing orientation for a global company to make profits as well as satisfy the consumers.
References
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing . Cengage Learning.
Leonidou, L. C., Barnes, B. R., Spyropoulou, S., & Katsikeas, C. S. (2010). Assessing the contribution of leading mainstream marketing journals to the international marketing discipline. International Marketing Review , 27 (5), 491-518.
