Marketing to the World
Businesses are experiencing phenomenal opportunities to expand internationally. The ease of doing so, however, depends on which countries they choose to enter, what products they are selling, and what methods they choose to build brand relationships. International marketers face many challenges related to different cultures, languages, and levels of economic development. Adapting brand messages while at the same time maintaining strategic brand consistency requires a delicate balance. Cross-functional planning becomes all the more important when brand messages are being sent across national borders.
Most companies today are "international" even if they don't sell outside their national borders, because some or most of their raw materials or equipment comes from other countries. And even if all of their customers and materials are domestic, their competitors may very easily come from other countries. All companies today must therefore consider international issues when analyzing their competitive position.
This chapter distinguishes between international marketing and global marketing. It discusses cultural factors in international MC, including cultural sensitivity and social responsibility. Segmenting and targeting are special challenges for international marketers, as are message design and delivery.
