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Essay / Research Paper Abstract
This 6 page paper looks at the barrier to international marketing and considers issues such as the use of brands, market entry, internal distribution, payment arrangements, product and promotion, as well as the different legal issues. The bibliography cites 10 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEculmkt.rtf
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Unformatted sample text from the term paper:
ability they provide in terms of added value and increased profit. There are many barriers to international trade, these may be geographical, lingual, political or any number of other barriers.
However, it may be argued that culture is the ultimate barrier. Language and geography may be overcome, the ability to negotiate politically and the increased developments in terms of technology
all decrease the levels of man barriers. However, these do not increase the ability of different cultures to understand each other, to appreciate and become closer as far as culture
is understood. An understanding of language and processes may still create vast chasms of misunderstanding and different of perception. There are a range of different aspects that need to be
considered when it comes to marketing. These include the use of brands and marketing, market placement of goods, the actual infrastructure of distribution as well as the different payment options
and the larger barriers such as international and local trade laws. The development of branding is one area that has gained attention. There are many examples of branding that has
operated successfully with similar images that are designed to be culturally generic, others, such as Pepsi in Japan, where there have been some massive mistakes and marketing has required backtracking
and a new launch with different branding messages. One of the first considerations must be the way in which any strategy is adopted internationally. For any product being sold the
global environment will present many challenges due to the diversity of culture and socioeconomic conditions and the variation in commercial paradigms already in place.
If a company chooses to use a standardised strategy there are many benefits, the economies of scale and a guarantee of consistency are two of the principle attractions (Levitt,
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