Basic marketing concepts tell us that we will sell more of a product if we aim to meet the needs of our target market.
The arguments for standardisation state that the process of adapting the product to local markets does little more than add to the overall cost of producing the product and weakens the brand on the global scale.
As you can see both strategies; using a standard product and an customised product can work just as well.
As with international product decisions an organisation can either adapt or standardise their promotional strategy and message.
Before designing promotional activity for a foreign market it would be expedient to complete a PEST analysis so that you have a complete understanding of the factors operating in the foreign market you would like to enter.
The internet has created further challenges as customers can view global prices and purchase items from around the world. The Place element of the marketing mix is about distributing a product or service to the customer, at the right place and at the right time. Prior to designing an international marketing mix a business should carry out a PEST analysis for every country they would like to operate in.
The organisation produces their product in their home market and then sells them to customers overseas. The organisations sells their product to a third party who then sells it on within the foreign market. Another of form on market entry in an overseas market which involves the exchange of ideas is contracting. The ultimate decision to sell abroad is the decision to establish a manufacturing plant in the host country.
To share the risk of market entry into a foreign market, two organisations may come together to form a company to operate in the host country. International Marketing combines foundational marketing theory and practice and illustrates the latest advances in international trade agreements and legislation with specific reference to the southern African region. When checked, Shutterstock's safe search screens restricted content and excludes it from your search results.
Online Marketing or web marketing is used by companies to sell their products or services directly to people and generally generates an instant response from its audience or potential clients. Online marketing is very important because most customers search online these days for information, products and services as most find it convenient and faster to shop anytime of the day without physically going to your office, agency or store. Online marketing has several benefits to companies as it reduces the cost and increases the efficiency by avoiding all the expenses of having a physical store or office and its utilities. Online marketing is flexible in all its senses and is the easiest and fastest form of marketing since the internet is now becoming a most effective tool for selling a companies products and services nowadays.


For more information as to how online marketing can assist your business to grow, please contact us with your enquiry so that we may follow up with you appropriately. This article talks you through each element of the marketing mix and the arguments for and against adapting it suit each foreign market. In international markets this will involve taking into consideration a number of different factors including consumer's cultural backgrounds, religion, buying habits and levels of personal disposable income. In today’s global world, where consumers travel more, watch satellite television, communicate and shop internationally over the internet, the world is a smaller than it used to be. The right approach for each organisation will depend on their product, strength of the brand and the foreign market that the marketing is aimed at.
Advertising messages in countries may have to be adapted because of language, political climate, cultural attitudes and religious practices. This has increased the level of competition and with it pricing pressures, as global competitors may have lower operating costs. Distribution in national markets such as the United Kingdom will probably involve goods being moved in a chain from the manufacturer to wholesalers and onto retailers for consumers to buy from. This will help them determine what elements of the marketing mix can be standardised and which elements will need adjustments to suit local needs. The most appropriate method will depend on the business, its products, the outcome of its Marketing Environment analysis and its Marketing Plan. Here the Licensor will grant an organisation in the foreign market a license to produce the product, use the brand name etc in return that they will receive a royalty payment. The manufacturer of the product will contract out the production of the product to another organisation to produce the product on their behalf. The government of the host country may give the organisation some form of tax advantage because they wish to attract inward investment to help create employment for their economy. The two companies may share knowledge and expertise to assist them in the development of company, of course profits will have to be shared between the two firms. Examples of this are PPC campaigns which show up as sponsored links in the search engine pages either on the right hand side or at the very top of the page. Apart from generally being very convenient and affordable, it gives opportunities to companies to track results while the advertisement or campaign is in progress and make adjustments accordingly. Online marketing gives an immediate and interactive response between the companies and its customers as they browse their products or services on the web and the selling process is also fast because clients can easily download information or order them right on the spot. Digital brochures or catalogues are cheaper and easier to download than the printed ads and mailing papers. There is nothing that your business cannot do with the help of the internet and it can only be done, if you allow your business, products or services to engage in the arena of online marketing.


In an overseas market there will be more parties involved because the goods need to be moved around a foreign market where business practices will be different to national markets. It may well be that a business is able to use a standard marketing mix in the majority of cases and only need to adjust it on the rare occasion. The Franchise holder may help out by providing training and marketing the services or product. The book is directed at senior undergraduate students of marketing (second- and third-year level) at universities and is also appropriate for postgraduate students. The online catalogue or ads can be updated, edited and adjusted anytime of the day to adapt to the availability of a  product or service and the price so they mirror the changing condition of the market place. Brands such as MTV, Nike, Levis are all successful global brands where they have a standardised approach to their marketing mix, all these products are targeted at similar groups globally. Every aspect of promotional detail will require research and planning one example is the use of colour; red is lucky in China and worm by brides in India, whilst white is worn by mourners in India and China and brides in the United Kingdom. For example in Japan there are approximately five different types of wholesaler involved in the distribution chain. McDonalds is a popular example of a Franchising option for expanding in international markets. International Marketing is the only South African-based textbook written by a team of South African academics and practitioners. In India where a cow is a sacred animal their burgers contain chicken or fish instead of beef. Many organisation adapt promotion strategies to suit local markets as cultural backgrounds and practices affect what appeals to consumers. Businesses will need to investigate distribution chains for each country they would like to operate in. They will also need to investigate who they would like to sell their products and services to businesses, retailers, wholesaler or directly to consumers.
The distribution strategy for each country a business operates in could be different due to profit margins and transportation costs.



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