The marketing or marketing it is the discipline that, through the study of the behavior of markets and consumers, tries encourage demand and increase trade . Marketing experts establish various strategies for the commercial management of companies with the intention of loyalty to customers.
The adjective international , on the other hand, refers to what belonging or relative to two or more countries , to nations other than their own or to what has transcended national borders.
The international marketing , therefore, is linked to the Marketing application in cultures or environments other than your own . It is about working with realities that are alien to the usual environment and that, therefore, require the attention of multiple factors that can influence the introduction and demand of products.
A pillar of commercial success is the production of goods that meet the needs of the consumer. In the field of the international market, marketing experts must be clear about these needs and the way in which producers can meet them.
One of the basic tactics of international marketing, therefore, is the foreign market research . Having gone through this initial stage, you can design and develop the product that you intend to introduce and perform the corresponding tests before the official launch.
If these marketing strategies are successful, producers can develop in the International Trade and export your products. International marketing has to take charge after analyzing how to build customer loyalty.
Beyond purely geographical issues, there are several differences between international and national marketing (also called domestic). First, the barriers of the language they make it virtually impossible to find a name that generates the same impact in all parts of the world. But the difficulty does not simply lie in linguistic questions, but the weight of the culture and history of each country is often an imposing wall that greatly affects the success of a particular article in certain countries.
Although we put aside terms and expressions that have no translation in certain languages, some words have a very special meaning due to certain historical questions; for example, if a company dedicated to the creation of board games tries to market a children's product called tsunami In Thailand or Japan, you will surely find an unfavorable response, while you could be very successful in South American countries that do not carry the memory of millions of victims of such a catastrophe in their memory.
On the other hand is the gestural language, whose differences at the international level are usually ignored by many people. The same gesture that in one country expresses satisfaction, in another it can mean total disappointment or even a threat. The same goes for the posture and the expressions Facials: when conducting an international marketing campaign, it is essential to know all these questions to maximize efficiency and avoid misunderstandings, which can lead to a good product to failure.
Between the Benefits of targeting the international market is the risk diversification, a concept that refers to not depositing all the expectations of a company's success only in one country. No matter how well you start a business, you are likely to encounter a large number of obstacles throughout your life, and some of them may be related to cultural issues; For this reason, relying on different markets can be a very wise decision. In addition, the enrichment of dealing with an international audience usually leads to greater innovation.