“International Marketing Manager?!”…this could be something many people think when reading this Title.
A general believe is that in a highly globalised world people become all the same around the globe. This is mainly due to the influence of the internet and social networks, where people across the world connect, and share their interests.
However, even though we are increasingly similar, we have differences. These differences among consumers are immensely underestimated by people doing business in international markets.
The environment of consumers contributes significantly to their beliefs, interests, and behaviour. The international markets might have differences in political, economic, socio-cultural, and technological aspects. An analysis of these factors helps marketers to apply an appropriate International Marketing strategy. Marketing activities such as pricing, advertising, or distribution change within cultures due to different perceptions.