Standard Of Marketing In International Environment
The international marketing task has a standard and procedure. Having had a preview of the personality and requirements for international marketing manager, let us now turn to the international marketing manager. The standard of marketing especially in the international circle stresses on the rule by which products are to be sold off. A lay person might be of the view that marketing is marketing and therefore, marketing internationally involves the dame functions as marketing locally.
These functions include marketing research and demand analysis; the development of policies and programs on products pricing promotion and distribution; and the planning and control of the overall marketing effort. These functions are related to the so-called controllable variables in marketing. But a greater percentage of the challenge of international marketing management emanates from the fact that both the uncontrollable variables differs in multinational operations.
The task of the international marketing manager is enormous and differs from one nation to the other. Conducting marketing research or preparing a promotional programme can differ greatly from country to country. The marketing manager then has to decide and design an optimal marketing programme for each of the firms total markets. This means that different research package, product, price, promotion and distribution strategies must be put together for each market. This is called foreign marketing in action.
Standard Of Marketing – Standardization Of International Marketing
Some people would expect a uniform approach to be used for convenience. It is assumed that the task of the international marketing manager would be greatly simplified if his firm could use a uniform approach in all its foreign markets. If the same standardization programme is used in each market, the marketing manager would only need to coordinate the programme in their various markets, which would remove some of the known challenges from the job. The complex nature of the world economic may not permit this.
This is because of the fact that not only do nations differs from each other but so do groups within nations. These differences necessitate diversity in the foreign marketing programmes of the firm. How to reduce diversity is usually the goal of international marketing operations. But the achievement of standardization marketing programmes in foreign markets is not a very realistic target. The table bellow gives a clearer picture of the obstacles to standardization.