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Essay / Research Paper Abstract
A 7 page paper. With increasing numbers of companies taking on a more international focus, many businesses are attempting to streamline their marketing activities in order to be able to take advantage of the cost savings potential of designing only one major marketing approach for the purpose of serving in several national markets. With the differences between cultures of the countries, though, it is possible (and easy) to offend the people of one while being successful with the people of another using the same basic marketing scheme. The paper suggests analyzing the character traits and culture of each country's people, then building a marketing approach based on those traits that are common to all, such as expected levels of formality. Bibliography lists 7 sources.
Page Count:
7 pages (~225 words per page)
File: D0_IntlMktg.doc
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Unformatted sample text from the term paper:
market, Russian Federation First Deputy Prime Minister Gennadi Burbulis lamented recently in the Washington Post. There are millions of people living in Moscow, and there is not one dishwasher....Such
goods and services would obviously sell....Come, make them and sell them" (Moore 64). Both experience and common sense dictate that one standard marketing approach costs less to conduct than several
very different ones targeted to several specific groups. As business in all areas becomes more competitive, however, companies must make their marketing programs as cost-effective as possible. The
problem arises when a company is marketing its products in several national markets. One of the certainties of multinational marketing is that almost every country outside our hemisphere would
be immensely offended at the very marketing approach to which the American public has become accustomed. The Russian First Deputy Prime Minister was certain that dishwashers would sell well
in Russia, at least to the people who have enough money to buy them, but Amana, Whirlpool and all the rest of the countrys dishwasher manufacturers would find it difficult
to successfully market their products in Russia in the same manner they do here. At least one company learned the importance of acknowledging and accommodating local custom and viewpoints.
Tremendous success here does not necessarily equate any measure of success abroad, as Disney learned while it took the French site of Disney World to take three years to show
its first profit (Passport France 18). Euro Disneys failure to show a profit "was due, in large part, to the shortsightedness of its American creators, who were convinced that
what had worked for their theme parks in the U.S. and Tokyo would work just as well in Europe. Implicit was the belief that any cultural differences would be
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