International and General Marketing Essay Example

Introduction

International marketing involves the application of the merchandise principles by businesses to meet the wants and needs of various consumers residing in another country and international marketer's carry out the marketing activities in different countries. Companies open branches in a new nation and allow the subsidiary to take care of the market in the new state and give consideration to the regional customs like lifestyle habits, religion and dietary. On the other hand, general marketing refers to a marketing concept involving conceptualizing and conveying services or products to different worldwide markets hoping to reach the standards of the international marketing community (Feng, Morgan&Rego,2015). It aims at leveraging the experience, products, and assets of the company globally and mostly through digital advertising.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

Differences Between International Marketing and General Marketing

Marketing personnel

In general marketing, the marketing staff is generally different regarding gender, age nature of the work and ethnicity and do their work in the head office in the company. The staff members have diverse skills which when integrated leads to effective production globally and in the company. In international marketing, however, the staff members within the company are not as dissimilar as in global marketing since they mostly hail from the company's county of origin(Feng et al.,2015).

Product or service offering

In general marketing the services and products offered to consumers in the different countries it operates are exact. For instance, insurance companies or banks. On the other hand, international marketing, and consumers are offered different services and products depending on the products suited to that country. For instance, sharia finance products are only provided in Muslim countries.

Promotion tactics

In general marketing, a company airs its ads on radio or TV and ensures that the information reaches worldwide customers and also carries other marketing strategies. For example, the ad aired on 2018 FIFA world cup which was a global event. On the other hand, international marketing ads are made targeting the local markets on TV commercials and Radios (Ptok, Jindal & Reinartz,2018).

Marketing Budget

In general marketing, the companies marketing policy is approved at the corporate headquarters and then taken down to subsequent local branch offices. However, in International marketing, the budget is divided into each of the branch offices.

Conclusion

In conclusion, a company can choose either the general marketing or international marketing as long as the chosen marketing approach fits the mission, vision, brand policy and the operational structure of the business.

References

Feng, H., Morgan, N. A., & Rego, L. L. (2015). Marketing department power and firm performance. Journal of Marketing, 79(5), 1-20.

Ptok, A., Jindal, R. P., & Reinartz, W. J. (2018). Selling, general, and administrative expense (SGA)-based metrics in marketing: conceptual and measurement challenges. Journal of the Academy of Marketing Science, 1-25.