Page 24 - International Marketing

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26 International Marketing BRILLIANT'S

2. The company in the world: Several
aspects of global marketing are quite distinct Need of International
Marketing
and different than domestic marketing such
as product, market served resources and 1. Strategy
skills. Although each of the country is in fact 2. The company in the
unique, both statistical analysis of the major World
environmental dimensions and managerial 3. Clustering, Segmen-
judgment agree that it is possible to cluster tation and Target
rationally different market environments to Marketing
establish groups of countries that result in 4. Environmental Sen-
clean within-group similarities and between sitivity.
group differences. 5. Unifying and diff-
3. Clustering, Segmentation and Tar- erentiating influences
get Marketing: The characteristics of na- 6. Product life Cycle/
tional markets served differ considerably Market life cycle.
around the globe on many key dimensions.
There is will range of global per capita income, there are clusters of coun-
tries at the bottom, in the middle and at the top. Another important market
characteristics is size. A company that is simultaneously marketing in
large and small markets must be flexible in its approach to organization,
staffing information and control, lest it find itself in the position of enforcing
some unified approach to each of these system areas.
Geography is a clustering criteria of great significance. Countries that
are close to each other have proximity in common. Language and culture
are other market characteristics that differentiate markets. One another
dimension of clustering or segmenting markets is by type of governmental
influences including regulations, tariff, taxes, laws and codes.
4. Environmental Sensitivity: A very useful way of looking at products
internationally is to place then on a continuum of environmental sensitivity.
At one end of the continuum are the environmentally insensitive products,
which do not require significant adaptation to the economic and social
environment of markets around the world. And the other end of the continuum
is the product that are highly sensitive to difference in economic, socio-
cultural, physical and governmental factors in the world markets. A company
with environmentally insensitive products is going to have to spend relatively
less time determining specific and unique conditions of local markets
because the product of the company offers is basically universal.
5. Unifying and Differentiating Influences: This concept is based
on the fact that in every situation there are both unique and similar aspects.
The unique aspects are differentiating influences, the similar aspects are