Challenges of international marketing
International marketing throughout differences in cultural, religious and political aspects makes a hard to accomplish task and brings boundaries in conveying information. Consumption of goods and market of services is highly determined by sociological determinants, which can be related to the obligation to consume or use certain products within a specific time [...]. The second form of impact is related to the prohibition of consumption (taboo products)."can be related to the obligation to consume or use certain products within a specific time [...]. The second form of impact is related to the prohibition of consumption (taboo products)."
The magnitude of the challenge accrues with a distance between countries. Distant nations not only have different preferences due to cultural habits or climate but also taxes, duties imposed on imports and bureaucratic rules, what pose transport and administrative issue. Companies also have to face with variations in exchange rates. Volatile currencies can be a cause of serious settlement problem. Each of the complications on the international level must be dealt with tolerance against norms, values and ethics of a Nation.
Therefore companies may be obligated to adjust few of their marketing instruments or even, if it is necessary, provide separate marketing strategy for specific market. Adjusting marketing strategy may be expensive, so it is challenging to decide whether it is worth to do that or it will be better to assume that nowadays there is such thing as global consumer and company can go with one global marketing strategy.
Examples of mistakes made in international marketing in previous years:
- Honda introducing a new to the European market car in 2001 called it Fitta. In Sweden, Norway and Denmark it was a vulgarism, so that the company decided to change it to well known Honda Jazz,
- Gerber, baby food manufacturer, used to have a problem in France, as in French company's name could mean "to vomit".
- Joanna Szwacka-Mokrzycka; "An interdisciplinary approach to marketing"; Vol. 1, No 1, 2015, 85–92, ISSN 2449-7479, http://amme.wne.sggw.pl/wp-content/uploads/AMME_2015_n1_85.pdf
- Peter McGraw, Janet Schwartz, and Philip Tetlock (2011), "Commercial Marketing With Communal Sentiments: Reframing taboo trade-Offs in Religious Marketing", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research. http://www.acrwebsite.org/volumes/v38/acr_v38_16339.pdf
- Shahidan Shafie, Prof. Dr. Md Nor Othman, "Halal Certification: an international marketing issues and challenges", http://halalrc.org/images/Research%20Material/Report/Halal%20Certification%20an%20international%20marketing%20issues%20and%20challenges.pdf
Author: Marta Krawczyk, Mohit Lakhotia, Indra Tej, Paweł Koszałka
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