International Marketing essay

International Marketing essay

International marketing involves marketing efforts that target consumers beyond the local borders. This form of marketing utilizes the common marketing concepts. In other words, international marketing involves selling of your product beyond borders.

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The form of and coverage in marketing a local product is different from that marketing a product or service to be consumed internationally. This is what makes some products more familiar worldwide than others. This paper undertakes to examine the several changes in the nature of international marketing.

In the late nineties, before the world intensively made use of the internet, companies had to spend a lot of money on marketing their products beyond borders. They had to send agents to different countries to market the product. The agent had to incorporate arrangements in the media of the target countries to inform consumers in those countries of the product. However, with the current state of technological advancement, where many people have access to the internet and other mobile devices, international marketing has taken a different level. The internet has taken role in international marketing. Websites are currently being used to market product to people around the world. Organizations can now own and mange websites in which they include information relating to their company and its products. Consumers can also communicate with the company through web commends posted by customers. The websites contain the visual displays of the products of the company and the locations of the company’s outlets. These websit5es are accessible to customers worldwide. Social websites have been used by many firms to reach potential consumers. These social sites are used because many people have access to them. The company can include leads in any website which when the visitor in the social website clicks on the leads, they are redirected to the company’s website.

Other forms of international marketing include use of the print media. There are different publications which contain information about different products and are available to consumers in different countries. There are firms in the United States of America which have teamed up to produce magazines containing information about different products in the U.S market. For example, there are magazines which market cosmetics, cloth lines, sneakers and generally body outfits to consumers. The magazines are available and read in many countries across the world.

Some firms which want additional marketing strategies besides the internet marketing can use agents in the target countries to market their products. The firm must enter in to a contract with the agent to undertake marketing of their products. However, the company has top be careful when contracting a third party to undertake marketing efforts on its behalf in a foreign country. The company should search for reputable agents.

Conclusion

Information and technology has changed the nature of international marketing. Companies can now use the internet to reach many consumers in the world. Organizations can include the information about their products on the websites, and in publications which may be sold or issued freely to customers. These forms of marketing have reduced the cost of undertaking international marketing. International marketing should not only be implemented through the internet, more efforts should be placed on other potential channels to reach consumers. Business networking can be very helpful in international marketing as firms can establish relationships with other firms and consumers to help market products regionally.

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