A firm’s international marketing program must generally be modified and adapted to foreign markets. This internationalmarketing program uses strategies to accomplish itsmarketing goals. Within each foreign nation, the firm islikely to find a combination of marketing environment andtarget markets that are different from those of its own homecountry and other foreign countries. It is important that ininternational marketing, product, pricing, distribution andpromotional strategies be adapted accordingly. In order foran international firm to function properly, cultural, social,economic, and legal forces within the country must beclearly understood. The task of International marketing ismore difficult and risky than expected by many firms.One of the most controlling factors of internationalmarketing is management. It is very important for managersto recognize the differences as well as similarities in buyerbehavior. Many mistakes can occur if managers fail torealize that buyers differ from country to country. It is theinternational differences in buyer behavior, rather thansimilarities, which cause problems in successful internationalmarketing. An international marketing manager is amanager responsible for facilitating the exchange ofproducts between the organization and its customers orclients. Sometimes an international marketing manager willfind difficulties in completing the exchange of products.Many surprises in international business are undesirablehuman mistakes. An international corporation must fullyunderstand the foreign environment before pursuingbusiness matters. Problems constantly crop up and manytimes have unexpected results. Sometimes theseunexpected results are unavoidable. Other times they areavoidable. To be sure those avoidable situations do notoccur, international marketing managers must be aware ofcultural differences. Cultural differences take place among most nations of theworld. Differences in culture are on...
