Page 25 - International Marketing

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BRILLIANT'S Introduction to International Marketing 27

unifying influences. If the analysis of a market focuses on only the unique
or only the similar aspects, it will be a one sided analysis that would
result in developing a marketing program that is either too standardized or
too differentiated. The global marketer needs to identify similarities and
differences to know what to change and what not to change. To do this, an
organization must be structured to respond to the unique aspects of
country markets and at the same time be capable of transferring relevant
experience across boundaries.
6. Product Life Cycle/Market Life Cycle: The concept of PLC is
based on nation that product that is quite absolute in today’s market. The
nation that a product launched and that is it. Today in order to succeed it
is absolutely essential to constantly improve products to increase the
value offered to customers. The market life cycle is a related concept.
Market have value beginning, growth stage, maturity and decline. A
company engaged in global marketing will find that not all markets are at
the same stage of development. It is important to recognize the stage of
market development and match the marketing strategy for the product to
that stage.
Thus, to develop international marketing one of the requirement is
knowledge of languages and customs of different people and how to deal
with them. Every company’s management cannot overule them because
they have no power, at the same time, their neglect would amount to a
loss of business competent management for international marketing calls
for a combination of skills including comprehension, imagination and
courage. 

SIGNIFICANCE OF INTERNATIONAL MARKETING
Q.3. What are the benefits of International Marketing? [MBA 2009]
OR
Describe the significance of international marketing in this
era of globalization. [MBA(FT) 2008]
OR
What is the significance of international marketing?
[MBA(FT) 2006]
Significance of International Marketing
International marketing daily affects consumers in many ways, though
its importance is neither well understood nor appreciated. However, the
benefits of international marketing are as follows: