International Marketing

The main aim of this essay is to analyse the measures and changes a company has to make in their marketing strategies in order to expand their business in international markets. Moreover， the essay has discussed the influence of cultural change and lifestyle on the marketing strategies of the domestic brands that have expanded their business in international markets. The essay has further discussed the change in marketing tools including pricing， advertisement， packaging， and promotional activities of the product in national marketing to make it effective in international markets.

It has been stated that exporting products overseas can provide a number of opportunities to the organizations. It helps the companies in increasing their customer base and ultimately the profits. Organizations are however required to gain a proper understanding of the sales opportunities that may prove to be good for their business. The marketing strategies of such organizations also change with respect to the region where the products are being exported （Ganotakis and Love， 2011）. The change in the marketing strategies is due to the differences in the cultural backgrounds and preferences of customers of different countries. A number of customers around the world consider their cultural practices as an important attribute that shapes their buying decision. Thus， it is imperative for organizations to take a high consideration of the cultural factors that govern the environment of the countries in which the products are exported.

Successful exporting begins with an appropriate marketing strategy. The strategy must however be a reflection of the ways in which the strengths of an organization can be used to gain an edge over its competitors. A need for change in the marketing strategy of companies when they export their products overseas has also been found. This need is primarily due the changes in the societal cultures and customs of different regions of the world.An example of this is the marketing strategies adapted by the company PepsiCo to market its soft drinks in Denmark. Pepsis website of Denmark has been designed in accordance with the cultural preferences of the customers. The low context culture of Denmark is a reason for the simplicity and static nature of Pepsis website of Denmark. However， the Mexican website of Pepsi portrays an image of the culture of the country which emphasizes on being more formal than casual. This is evident from the images of the models used in the Mexican website of Pepsi. The models are wearing formal attires which are a reflection of the Mexican culture.

The packaging design of the products is an important element that attracts the attention of the customers. Thus， it is imperative for organizations to package their products in accordance with the preferences and needs of the customers. Companies that export industrial products are required to package their products keeping in minds factors such as usage， protectiveness and buying habits

Pricing is an important part of the marketing mix of a product. Thus， the pricing strategies developed by the companies play an integral role in increasing the level of importance that customers associate with a particular product.

It has been stated that the cultural differences that prevail in the external environment of the companies that export in overseas countries must be given a high amount of attention. The reason for this is that the marketing strategies used for the promotion of these products changes in accordance with the cultural differences. The customers are found to associate a high amount of value to their cultural preferences and this is the major reason which enables the companies to change their marketing mix in accordance with these factors

When a company starts exporting its products to the overseas country， a lot of changes are likely to be catered in its national marketing strategy. It has been studied from the essay that every country has its values and patterns specific to their culture. The first change that needs to be catered is the price of the product. In addition to this， advertising strategy should be according to the culture of the country they are entering in. Different advertising strategies including Tvcs， electronic advertising， media， newspapers， magazine etc are used by different counties according to their culture. The social advertisement in different countries differ according to the preference of concern industry therefore the social advertisement of a brand in Denmark differs in Mexico and other countries and is designed according to the preference of the relevant customers. Moreover， because of cultural differences the size and colour of packaging is also diversified according to the cultures. It has also been studied that the companies need to know about the existing competitors in the particular market they are exporting their product in. Thus companies are required to take in the considerations discussed in the essay.

作者簡介：閆靖雯（1994-），女，漢族，籍貫：河南洛陽，單位：新鄉醫學院三全學院，研究方向：市場營銷。