About International Marketing
Each business is committed to achieving corporate success. One of the means is to achieve this through marketing efforts that inform the target market on how products or services are used and the availability of each company (Sweeney, Susan et al. 22). The same applies to international markets, as the target customer can buy only what they know or know about the way the product or service meets their specific requirements. There are two internationally analyzed business articles on the topic of marketing. The first article is “Causality Relationships between Main Branding Variables and International Marketing Strategy: Evidence from MNCs in GCC Market” by Mansour S. M. Lotayif (2016). The paper is focused on identifying some of the variables that directly affect the ability of a business or organization to effectively develop as well as implement a rewarding international marketing strategy (Lotayif). Some of the variables covered in the paper include brand performance, brand orientation, the performance of the brand and brand position in the local market among others. The variables mentioned are directly linked to the ability of the product or services to elicit the desired response regarding the purchase of the product or service by the targeted audience. For instance, a company with a brand that has large and strong market share in the local market can be able to push for its marketing strategy in the international market because the local sales can be able to cater for the extra costs incurred in the international marketing efforts. On the other hand, if a company markets a brand that is performing poorly in the local market, it will be forced to worry about ways of improving the position of the brand as such and increase sales as a mean of ensuring the sustainability of the business. It is also important to stress that even though the particular brand may be successful in the local market, the case may not be the same in the international market because of the cultural, religious or geographical difference of the targeted customers among others (Sweeney, Susan et al. 21).
The second article is “Exploring the Use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention” by Mohammed T. Nuseir (2016). The paper cites the fact that the internet has proven to be an effective marketing tool for business both in the local as well as the international market especially when focusing on specific customers in order to develop brand loyalty (Nuseir). Moreover, internet marketing tools offer businesses the ability to increase the popularity of their brands which is a very important aspect of strengthening customer loyalty. Indeed, there are various companies that have grown and developed into global scale business by utilizing the power of the internet marketing tools. For instance, Amazon, the US company, that has been able to scale the heights of online retailing in the local US market as well as the international markets such as Europe and Asia.
Conclusion
Succeeding in the international market greatly depends on various internal as well external factors which affect the manner of an organization activities performance. A company that succeeds in its sphere in the local market is in better place to realize the global success than the company which is facing major challenges in the local market. Also, there are cultural, geographical as well as legislative considerations that have to be taken into account when venturing into global marketing. This is because different regions will require different communication strategies in order to realize organizational success.
Works Cited
Lotayif, Mansour SM. “Causality Relationships between Main Branding Variables and International Marketing Strategy: Evidence from MNCs in GCC Market”. International Journal of Business and Management, no. 12, 2016, p. 140.
Nuseir, Mohammed T. “Exploring the Use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention”. International Journal of Business and Management, no. 11, 2016, p. 228.
Sweeney, Susan, Andy MacLellan, and Ed Dorey. 3G Marketing on the Internet: Third-Generation Internet Marketing Strategies for Online Success, vol. 1. Marketing Publications, 2015.
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