International Marketing - Coursework Example

Reflective Essay and At the beginning of the semester, the teacher gave all the an outline of what was expected in the course. As indicated in the outline, we had to conduct numerous discussions in class, and every student was expected to participate to earn some marks. During the semester, we conducted various discussions in various marketing topics in the weeks of the semester. International marketing was among the core topics that we covered in class. Bedour, Fatemah, Lulwa, and Mubarak made presentations about international marketing in different weeks. I also contributed using the knowledge that I gained from reading external articles. International Marketing Bedour Ibrahim was the main presenter for this topic, and he discussed three international marketing strategies that include adaptation, think global act global, and standardization. Bedour argued that organizations have to apply the think global act global strategy for them to survive in the international market (Fletcher, & Brown, 2005). This is because the needs of customers are diversified in the market and they change according to changes in consumer preferences. The presenter also discussed the process of standardization arguing that it is a strategy in which companies use similar packaging, price, place, and promotion techniques in all its international markets (Mooij, 2004). Bedour gave an example of Coca-Cola Company, which uses similar packaging, distribution, and manufacturing formula in all its countries. Ibrahim helped us to define adaptation as a strategy where companies adjust their techniques in the international markets according to the needs of consumers in that market (Mooij, 2004). I realized that these are other international marketing strategies such as the use of social media platforms that companies can use to popularize their products when I read the article by Cordella (2011). Social media enables companies to inform customers across all markets about new products, prices, and promotions. The consumers then discuss the company’s strategy on the network, and this enables organizations to get feedback and improve on the weak areas in their business. Social media strategy recognizes that consumers are superior and this means that they have to be given space to contribute their ideas and propositions (Cordella, 2011). Globalization of Markets Mobarak Alshemeri discussed the issue of globalization of market using the argument for and against Tedd Levitt’s ideas. Mobarak argued that consumers in the whole world are appreciating the standardization of products because according to Levitt, ‘differences in culture, taste, and preferences are occurrences of the past (Usunier, & Lee, 2005). Alshemeri supported this argument using an example of Chinese food and western music that needed and preferred by consumers across various regions in the world. The presenter also argued against standardization and Levitt’s arguments by postulating that they ignore competition and the diverse needs of consumers in the international market (Usunier, & Lee, 2005). Mobarak argued that companies should balance adaptation and standardization instead of using only one of them. This is because a balance of the two enables firms to enjoy benefits of the two strategies, and this leads to improved performance. As I read from Cordella (2011), standardization and adaptation may be used solely by various companies depending on the products that they produce. For example, Coca-Cola has succeeded using standardization since the company penetrated the international market. If the organization changes its brand, consumers may be negative about the change, and they may reject the product contrary to what the company would expect. On the other hand, if organizations such as Starbucks stick to standardization strategy, they may lose high sales in international markets. Therefore, companies have to conduct market research to determine consumer preferences and the best strategies to use to market their products (Usunier, & Lee, 2005). I also read in the article that globalization of markets is possible only when companies use the latest technology. This is because in the absence of technology, organizations would not be able to expand their operations to markets outside their central location. Opponents of standardization also argue that the strategy discourages local companies from developing. This is because standardization offers companies a base for competition meaning that those organizations that do not meet the set standard may be eliminated from the market (Cordella, 2011). Therefore, it means that standardization is harmful in the long run because it drives firms out of the market leading to decreased economic growth in a country. Standardization also hurts the poor consumers because they have to pay an equal price with the rich people to acquire products. The poor may also refrain from purchasing standardized products if they cannot afford the high prices that organizations charge for them. This deters companies from earning the additional sales and profits that they would fetch from the poor members of the society (Spence, 2011). Dimensions of National Cultures Lulwa Al-Dabasi discussed the topic about various dimensions of national culture. The presenter argued that even if a country is said to be one, the cultures of the citizens may differ. This difference is essential for marketer because it enables them to understand consumer behaviour in a nation. Lulwa argued that information about various dimensions of national culture may be found in newspapers, televisions, and magazines. Lulwa gave an example of power and distance as one dimension of national culture. The presenter argued that when a society comprises of a high power/distance, it means that there are differences among consumers. This may also signify that there are consumers who are more power over others meaning that they can direct the less powerful individuals (Summers, & Smith, 2006). Lulwa also argued that low levels of individualism/collectivism indicate that citizens of a country are highly connected. The presenter also informed us that high scores of male gender in a society indicate that males are superior to females. However, the two genders are involved in constant communication where females aim at proving that they are equal to men (Fletcher, & Brown, 2005). Lulwa stated that when the male/female score is low in a society, individuals concentrate on developing relationships with one another. Lulwa gave an example of Kuwait that has 90% of power/distance, 80% uncertainty/avoidance, 25% individualism/collectivism, and 40% masculinity/femininity. These statistics indicated that Kuwait is a collectivist and feminine society that avoids uncertainty and accepts power (Spence, 2011). However, Lulwa gave a personal opinion that the power/distance percentage of Kuwait has decreased from the time these statistics were collected. I also read that Trampenaars argues that national culture may be observed from the scale of achievement/ ascription. The achievement scale argues that the attitude of individuals depend on their latest accomplishments. Ascription, on the other hand, gives individuals status depending on their age, kinship, and gender. Trompenaars, therefore, argues that businesses have to employ different leadership and management styles in different regions because of the national differences that exist among different countries. According to Trompennars, efficient leadership is the one that integrates opposite forces and solves difficulties successfully (Usunier, & Lee, 2005). High and Low Context Communication Culture The discussion about high and low context communication was led by Fatemah Salah Salem. The presenter differentiated high context from low context cultures, which are ways of identifying patterns of communication in a certain community. Fatemah informed us that high context cultures are those that are mostly characterized by collectivism, for example, in the Japanese and Chinese cultures. High context communication is the one that is internalized among individuals of a society and it enables them to develop strong relationships (Summers, & Smith, 2006). In this pattern of communication, individuals choose words carefully and they do not code their conversations; symbols are also included in conversations and they are easily understood by the communicating parties. Fatemah also argued that apart from Asia, this pattern of communication is also common in Africa, Italian, Spanish, and French cultures (Summers, & Smith, 2006). Low context communication, on the other hand, is the one that involves parties with weak bonds, and the language is explicit to enable individuals to understand ideas. The use of explicit language enables parties who do not understand symbols to comprehend the conversation. Low context pattern of communication is common in societies that value individualism more than collectivism (Kittler, Rygl, & Mackinnon, 2011). The individualism causes the weakness of the bonds between members of the community. Fatemah argued that this pattern of communication is common in United States, Germany, Australia, and New Zealand (Summers, & Smith, 2006). Fatemah originates from a collectivist society that values groups and uses high context communication. In her own opinion, Fatemah thinks that Kuwait’s pattern of communication is a balance between high and low context patterns. I read from Kittler, Rygl, & Mackinnon (2011) that high context societies are more persuaded by advertisements than low context communities. The authors argue that marketers need to use numerous images and few words when advertising products to high context societies. Other components that may be included in adverts aiming to persuade this society include variation of the voice, gestures, and facial expressions. The discussions that we have had in this class have enabled me to improve on my research skills. I have learned how to find information from credible sources such as books and journals. The discussions have also enabled me to learn how to work as a team and communicate efficiently with team members. This is because we interacted with one another and asked questions during presentations. I have also gained knowledge of the international marketing arena, national cultural dimensions, communication patterns, and globalization of markets. I can differentiate between high and low context communication patterns, and this means that when I interact with individuals from societies using the two modes, I can adapt easily. References Cordella, A., 2011. Emerging Standardization. International Journal of Actor-Network Theory and Technological Innovation (ijantti), 3, 3, 49-64. Fletcher, R., & Brown, L., 2005. International marketing: An Asia-Pacific perspective. French Forest: Pearson Education Australia. Kittler, M., Rygl, D., & Mackinnon, A., 2011. Special Review Article: Beyond culture or beyond control? Reviewing the use of Halls high-/low-context concept. International Journal of Cross Cultural Management, 11, 1, 63-82. Mooij, M. K., 2004. Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks, Calif: Sage Publications. Spence, M., 2011. The Impact of Globalization on Income and Employment: The Downside of Integrating Markets. Foreign Affairs, 90, 4, 28-41. Summers, J., & Smith, B., 2006. Communication skills handbook. Milton: Wiley & Sons. Usunier, J.-C., & Lee, J., 2005. Marketing across cultures. Harlow, England: Financial Times/Prentice Hall. Read More