International Marketing

Globalization has allowed businesses to operate internationally. Many corporations, regardless of their sizes, are engaging in international businesses owing to the excessive use of internet, flexibility and support from the local governments. Different countries consist of diverse people who are bound by various cultures and tastes. Governments of different nations have various rules and policies that govern the ways local and foreign businesses operate in their borders. Governments implement a range of regulations and policies to develop the economy by encouraging exports, foreign direct investments, control and protect local businesses from extreme competition from foreign businesses and also preserve domestic societal and cultural norms.

Therefore to be successful, organizations must understand the market it serves. It consists of people with different needs. International organisations must recognize those needs, produce and implement a marketing mix that target international audiences, which are aligned with various and particular government trade and economic policies and regulations and suit the countries’ religion and societal values too. That also includes probing and understanding the market size, differences in promotional activities, the level competition in the country they operate, trade barriers, taxation, subsidy, and foreign direct investment policies (Business Case Studies, 2015). Blesa, A., & Ripolles, M., (2008) mentioned that the marketing capabilities of a firm emphatically impacts on its economic international pursuance. For instance, Procter and Gamble changed its brand name from Dreck and Drift because it sounded like a German word for garbage (Milman, O., 2012, May 17).

Governments reinforce policies and regulations acting as the facilitator to boost economic development by forming and reforming national industry policies that affect the macro-environment, which includes the National Economic Plan, Fiscal and Industrial Policies to...