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4 Phases of International Marketing Involvement

Decent Essays

When company has decide to involve in international marketing, they have to do study and analysis of market potential in the country they interested to do business so that they can decide the level of involvement they would like to commit. There are 4 phases of international marketing involvement; which are no direct foreign marketing, infrequent foreign marketing, regular foreign market and international marketing.

In no direct foreign marketing stage, the company may not actively involve in international marketing. But yet there are still have possibility of the product to sell in oversea through the distributor or wholesaler without the knowledge of the producer. The next stage is infrequent foreign marketing, where company may …show more content…

Company may not necessary have to follow the process and stages by stages when entering international marketing. This is depending to the market potential and the capability of the company to decide which stages they would like to go.

Define and discuss the idea of global orientation.

Expand business globally is common today in order to expand sales and gain profit. However there are a lot of obstacles in doing business in other countries due to macro factors such as political, economical, social and cultural and technological issues. So it is important for company to understand the idea of global orientation.

Global orientation is defined as a means of operating by which a company acts as if all the company’s markets in a company’s scope of operations including the domestic market were approachable as a single global market, with the company standardizing the marketing mix where culturally feasible and cost effective. In order to do businesses in global market, company has to have global way of thinking. The design of the product and the name of the product must be globally accepted. So product standardization is also an important issue for company to go global.

Example of company that applied the idea of global orientation is Coke the carbonated drink company. Coke is a globally accepted brand and the product is standardizing around the world

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