Lesson 1, Topic 1
In Progress

International Product and Services Marketing

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The international business environment has changed drastically thanks to globalization and market liberalization. Widespread use of electronic channels in marketing and product distribution has intensified competition in global markets. As such, service businesses targeting foreign growth are embracing international marketing strategies to remain competitive.

International Audience:

Services are intangible products generally delivered through interactive channels. They are offered either as primary products or as supplementary components, according to the Management Study Guide. For example, legal representation is a primary service while computer networking is complimentary. International service marketing looks to create awareness of new and existing services in the target markets and public domains of foreign countries.

Cultural Expectations:

International service marketing enables businesses to acknowledge cultural differences when advertising in foreign countries. For example, when the American Family Life Assurance Co. (AFLAC) introduced its famous -Duck- ad campaign in Japan it used a stuffed doll because the use of live animals in commercials was not common practice there. The campaign went on to gain iconic status when AFLAC created the Maneki Neko Duck from the combination of the Duck and Maneki Neko, a famous white cat associated with luck in some Asian countries. AFLAC’s efforts to meet the expectations of Japanese society underscored the significance of aligning service marketing to cultural sensitivities.

International Networks:

Service businesses that build and maintain international networks build close relationships with customers. This allows them to raise sales while expanding their market presence abroad. Taking advantage of Internet-based promotional and networking platforms, such as social media, lets them reap maximum benefits in market penetration strategies. Digital platforms are particularly useful for small and medium-size service companies engaging in international promotion because they are fairly affordable and easily accessible.

Promoting Differentiation: International service marketing is an important platform for brand differentiation among service companies offering similar and related products in foreign markets. Indeed, brand recognition enables service companies to stand out and remain competitive. That makes promotional campaigns that engage the audience while establishing brand awareness as critical as the investment required to operate on an international basis