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International Marketing

I. Introduction

In today’s environment more and more B2B companies are became international, because they want to be compete in an increasingly global marketplace. So that will increase their profitability in ways not available to simply domestic enterprises. With addition region of operations, comes the challenge of managing business operations in multiple countries and that coordinating company’s marketing activities in more than one nation. However, for many marketers selling products and services in their own country is easy when compared to the efforts needed to gain sales in other countries. So in this essay I will discuss the unique challenges of Business 2 Business (B2B) in International marketing, which will improve the chances of success in this kind of marketing.

II. International Marketing

A company, which want to be internationally should generally be modified and adapted to foreign markets. So in each foreign nation, the company is likely to find a combination of marketing environment and target markets that are different from those of its own home country and other foreign countries. Before that we should know that marketing can defines as ‘the process of finding out what people need and want, then producing a product or service which meets those needs and wants, and doing better than the competitors’ . On the other hand, International marketing can be ‘marketing activities in which a business reduces reliance on intermediaries and establishes direct involvement in the countries in which trade takes place’ .

There are many benefits to marketing a company's products or services globally, but the decision to go international must be made carefully, because there are a lot of problems or challenges that companies can face it to be internationally. However, the advantages of being internationally are:

 Increasing sales and profits with additional revenues.

 Developing the International trade technology.

 Reduce dependence on existing markets.

 New approaching into consumer behavior.

 Alternative distribution strategies.

III. Unique challenges of B2B International Marketing

1. Distance

 Lack of face to face Liaison / Interaction

 Difficult to build report (personal relationship)

 World Time Zone differentials

 Different working / weekend days

 Increasing reliance on technology for effective global communication

 Postal delays and courier cost

One of the most difficult challenges of international marketing is the distance, because companies should take care about above factors to success in their business internationally without any errors.

2. Lack of knowledge of target country

 Geography of the country and distances.

 Transport costs

 Language barriers

 Preferred agents or distributors

 Competitor activity

Countries are differing from each other and their locations are more suited than other for business.
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