International Marketing

International marketing identifies with marketing directed at the worldwide scale, international marketing is also known as the Global marketing. Businesses take and reconcile commercial merits associated with global opportunities, global differences and global similarities in meeting the pre-determined objectives (Cateora et al, 2010 p. 111). Global competition is a reality; globalization and socialization has opened up the world into a global village, meaning that people around the world are able to communicate in real time. Global markets with time has opened up, adapted to the fast rate of change, markets has become integrated and technologies has minimized the global distances.

Country of Origin (COO) effect identifies with the country of production, manufacture or growth in which a product or a service identifies with. There are a number of international treaties and national laws that govern COO effect. In marketing, it is argued that COO differentiates products depending on particular attributes from similar products produced by the competitors. Consumers consider products different depending on COO, as inclined to durability, reliability and quality among other aspects. The purchase patterns of products and services depends on issues of ‘animosity countries’, ‘association countries’ and ‘affinity countries’, in the sense that the attributes shapes the choice and evaluations of the products and services by the consumers (Maher et al, 2010 p. 419). There are a number of stereotypes on COO that affect the business operations.

Country of Origin Effect (COE) affect all product types and countries in a direct or indirect manner, it is argued that COE is part of psychological effects common in unfamiliar and new products in the market. A brand name in such circumstances plays a critical role in ensuring sustenance of the organization, as consumers deliver acceptance and recognition of the product or service with time. A sound example identifies with the Japan made cars, the organization had a negative image at the initial stages, but this has changed with Japanese cars taking a significant share in the international market.

Consumer Animosity (CA) exists in a number of ways, CA is subdivided into stable animosity, personal animosity, national animosity and situational animosity (Consumer Animosity (CA), 2013 p. 4). It is argued that consumers with animosity attributes towards a particular nation are characterized with low purchase abilities on products made by the countries in question (Maher et al, 2010 p. 422). Taking at a stable animosity between China and Japan, it was noted that Japanese automobiles dropped its shares significantly in China after a territorial dispute. Chinese people organized anti-Japanese products. Toyota dropped its shares by forty nine percent, Honda dropped its shares by forty one percent and Nissan dropped its shares by thirty five percent (Consumer Animosity (CA), 2013 p. 6). China in the recent decades has been involved in conflicts with a number of nations, such nations in return has shown animosity on products and services made in China. South China Sea Territorial disputes have led to CA among Philippines, China, Malaysia, Vietnam, Indonesia and Brunei (Consumer Animosity (CA), 2013 p. 10).

Civil law and common law are part and parcel of the international marketing, it has been noted that the laws regulates the business operations depending on the jurisdictions (Posner, 2004 p. 67). Common law is practiced by United States, Australia, Sri Lanka, Barbados, Bangladesh, Canada, South Africa, Hong Kong, Scotland, Singapore, Malaysia, India, Ireland, Pakistan and New Zealand among others. Civil law is practiced in Japan, Greece, South Korea and Portugal (Common Law & Civil Law, 2012 p. 6). Common laws and civil laws are critical in defining the trademarks; under the common law, a trademark is part of the party using or launching an idea or a product/service; under the civil law, a trademark is part of the party which at one time or another registers an idea or a product/ service (Common Law & Civil Law, 2012 p. 8). Trademark is influenced by the global business.

Each and every organization in the twenty first century must adapt to changes in order to remain relevant as competitive pressures takes shape. It has been noted that competition in products and services made in China, India, Brazil and Malaysia has been on the rise as domestic market opens up to the international markets (Consumer Animosity (CA), 2013 p. 1). Findings have shown that organizations have noted with concerns on the market opportunities that lay in wait in the world. A number of products have been designed to deliver price sensitivity while others deliver quality sensitivity among other models. Global competition is about delivering superior products and services that offers value to the consumers.

Global marketing is an evolutionary shift as organizations initialize on domestic marketing and then extend the same to the international marketing. International marketing requires a clear understanding of global distribution and operations, global finance, global competition, global management of human resources, government relations, resources allocation, international business logic, distributed technology management and development, inter-firm management, international risk management, joint ventures, international exports and imports and on the issues of foreign direct investments. The elements of global marketing identifies with product, price, placement and promotion; which are part of the ‘Four P’s’ marketing plan.

International marketing is taking a new shape with technological advancements, in the sense that new products and services are ever being launched in the market. It is argued that organizations must devise models of adapting to the changes in order to remain relevant in the competitive world (Cateora et al, 2010 p. 599).

List of References

Cateora, P. et al (2010). International Marketing. 15th ed. New York: McGraw-Hill/Irwin. 109-661.

Common Law & Civil Law. (2012). Common Law & Civil Law: International Marketing. Marketing and Law. 1 (1), 2-9.

Consumer Animosity (CA). (2013). International Marketing. Consumer Animosity (CA). 1 (1), 1-15.

Maher, A. A. et al. (2010). International consumer admiration and the persistence of animosity. Journal of Consumer Marketing. 27 (5), 414–424.

Posner, R, A. (2004). Law and Economics in Common-Law, Civil Law, and Developing Nations. Ratio Juris. 7 (1), 66-79.