discussion question #1

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Paper Topic: discussion question #1 International Marketing mix is the appropriate combination of the Product Price Place and Promotion to make the company ‘s products or service attractive enough to get a competitive advantage in the host country in to achieve it ‘s desired objectives such as market penetration , increasing market share , uplifting the locals or social marketing

A manager may not be able to standardize the marketing mix worldwide because of differences in the environmental forces Bibliography Effective marketing by Doglas J lincon page (11-21 Drucker Peter effective marketing (20 onwards Annexure For extra reading or reference The amount of change depends considerably on the product type and the degree of market penetration desired by the manager Product : The Company may have three option of mass standardization partial standardization or complete modification (globalization ) for its products

Hence the appropriate international marketing mix could mean mass standardization , partial modification or globalization based upon the motivations and constraints of the company to enter into the new international market as reflected in its Rough Of Magnitude (ROM ) projections and the predestined International marketing plan made after a thorough secondary and primary market research interpretations and intuitions on the prevailing culture of the target country , the political and financial climate , the demography , government policies , the bilateral treaties , individual tastes etc

Appropriate choice to be made thorough analysis of the prevailing needs , existing competition /government regulations International marketing managers prefer to standardize the marketing mix regionally or worldwide because there can be considerable cost savings by marketing the same product , using the same promotional material and the same advertising

Managers prefer to standardize the marketing mix regionally or worldwide because of the considerable cost savings from marketing the same product , using the same promotional material /same advertising

A standardized marketing mix is easier to control , and less time is spent preparing the marketing plan During the initial phase most companies might like to start with just exports which would Have to be governed by EXIM policy both home and Abroad to influence pricing

A standardized marketing mix is easier to control , and less time is spent preparing the marketing plan

Price : The pricing could be based on the cost based or marginal cost based models etc depending upon the extend of price sensitivity in the host market e

The mix can vary from place to place situation to situation and time to time as here the Environmental Opportunities and Threats (ETOP analysis ) of not just the home country but also the host country become significant

g some of the African countries are quite price sensitive due to non existence of the middle class

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