Marketing and International relations are interrelated issues. Beyond the need for a global strategy, a marketing plan for a global market, and familiarity with the social values of the people in the specific country you are targeting, marketing also needs to take into account the different media formats used by each culture.
This requires one to know how media tends to function and their audience habits, as well as become aware of the various social and cultural aspects of the country and its people.
- 1 What is marketing?
- 2 What is international relations in terms of marketing?
- 3 The Relationship Between Marketing and International Relations
- 4 Final words
What is marketing?
Marketing is the activities of a company or organization directed toward promoting and selling its products or services, including the growth of a business in which a company is engaged. This includes marketing research and product development, advertising, sales promotion, public relations, business communications, customer service, etc.
What is a good marketing strategy?
A marketing strategy is a document that defines a marketing plan for a specific product or service. It is the written plan created by an organization to determine how it will address marketing activities, including product development, distribution, pricing, promotion, and customer service.
What is marketing management?
Marketing management is the process of managing all marketing operations (sales, merchandising, advertising, etc.) within an organization for the purpose of creating greater satisfaction for the organization’s external and internal customers.
What is international relations in terms of marketing?
International relation is the relation between organizations from different countries. Stockholm School of Economics in Riga (Latvia) is one of the member schools of Erasmus University Rotterdam.
The two universities cooperate in the field of International Relations by organizing international relations modules at Erasmus University Rotterdam, and international exchange programmes for students, researchers and teaching staff.
The Study Center for Baltic and East European Studies at the University of Tartu offers an international Master’s programme in International Relations, which has been developed by the University of Tartu together with the Stockholm School of Economics in Riga.
The programme offers a unique comparative approach to the study of international relations in the Baltic Sea region.
Why do we need international relations? We need international relations because:
a) it is a basis for a successful global marketing strategy, and;
b) because the products, services, and organizational activities are not limited by the physical boundaries of a country.
How can we implement international relations?
There are two main ways to implement international relations. These are:
a) by using the same marketing mix for different countries
b) by using different marketing mixes for different countries.
Which is more beneficial? It is more beneficial to use the same marketing mix in different countries. For example, when you are selling pizza in the U.S. and in Japan, you have to follow the same marketing mix because you are selling pizzas, not in both countries but it is always better to use the same marketing mix in different countries. There are many public relations agencies available around the world as public relations agency Australia.
The most important thing about the marketing mix is the fit of the marketing mix with the culture of different countries. It is true that the marketing mix is universal but some elements are more important in some cultures than in others.
For example, in Japanese culture, Japanese people like to respect their elders and they like to be polite. So it is better to use the same advertising methods but the product package should be different because Japanese people do not like to open a box and find out that the pizza is half-eaten. In Japan, people eat pizza from the box. The same product should be sold in both countries but the packaging should be different.
Developing Marketing Strategies in the International Market
Developing Marketing Strategies in the International Market became one of the most important goals for organizations that developed an international market.
As pointed out by Wagman (2000), if companies do not develop strategies for marketing internationally, they may be at a serious disadvantage because the competition will start developing them and thus enjoy competitive advantages (p. 61).
Moreover, due to cultural differences between countries, there are considerable challenges in designing strategies to be suitable for different markets. However, when a company decides to enter a foreign market, it must be prepared for a series of problems that may arise due to differences in values, attitudes, and languages.
On the other hand, companies can gain competitive advantages by exploiting these differences. So, the main question is whether the strategy chosen by a company will be effective in the international environment.
This study aims to investigate the strategic marketing strategies used by companies operating in the tourism industry. The tourism industry is among the industries that are more likely to operate internationally because tourism is an activity that cannot be limited within national borders.
The Relationship Between Marketing and International Relations
What is the relationship between marketing and international relations? That’s a fair question, considering that it is a relatively new field, only emerging as a sub-discipline of marketing at the start of the 21st century. In fact, one might argue that it has been propelled by globalization and the advent of the internet into existence.
In this area of study, you learn to analyze international marketing and business practices and to examine the processes and consequences of how companies and other organizations do business internationally. You learn about different types of markets and their impact on international marketing and society as a whole.
For example, according to the International Monetary Fund (IMF), the total value of cross-border financial assets (such as stocks, bonds, and bank deposits) was $161 trillion in 2013. This is almost double the amount that was estimated to have been held in 2007, before the global financial crisis (GFC). The IMF also estimates that another $5 trillion in cross-border lending was conducted in 2013.
International marketing is the sub-discipline of marketing that is propelled by globalization. It includes the study of business activities and how they work internationally, including analyzing the relationship between marketing and society, and definitely, the internet has brought international relations to existence.