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CHALLENGES IN INTERNATIONAL MARKETING


CHALLENGES IN INTERNATIONAL MARKETING

        Many problems and challenges are arise in international marketing in which unfamiliarity with foreign market, law, cultural, diversity, language difference, fashion buying pattern etc. are main. But these problems may also arise in domestic marketing in fact, there is no basic difference between domestic marketing and international marketing because the principle of marketing are universal. Some difference are arise due to special problems or feature of international marketing. Kotler, in this context opines that “most companies would prefer to remain domestic if their domestic markets were large enough. Manager would not need to learn other languages, and laws, deal with volatile currencies, face political and legal uncertainties, on design their product to suit different customer needs and expectations. Business would be safe and easier.” A. C. Neilson a marketing research organisation, has developed the following list of reason for the failure of American marketing efforts markets:

(i) Failure to adapt the product to the market.

(ii) Failure to garbage the underlying impact of customs, traditions and racial and religious difference.

(iii) Failure to exploit markets in the proper sequence.

(iv) Failure to enter potentially profitable markets because of personal repugnance towards political institutions.

(v) Failure to appreciate difference in the connotation of words in the language of the foreign market.

(vi) Failure to understand difference in advertising.

(vii) Failure to achieve a domestic personality, that is, a personality acceptance to foreign.

(viii) Failure to understand and weigh correctly the relative importance of the various types of retailers for distribution of the product.

(ix) Failure to grasp the consumer’s attitude towards the relationship between price and quality.

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