The International Marketing Planning Theory Application

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The International Marketing Planning Theory Application

Introduction

International marketing planning theory involves using marketing principles across national boundaries to achieve the objective of an organization. According to the theory, international marketing is the act of directing the flow of a companys goods and services to consumers or users in multiple countries for profit (Samiee and Chirapanda, 2019). The only distinction between domestic and international marketing is that international marketing efforts take place in multiple countries. This seemingly insignificant difference helps to explain the complexities of global marketing processes. Therefore, international marketing operations are geared towards achieving an organizations objectives while operating across the globe.

Lessons from International marketing planning theory

Employees and Customers

The first thing that I learned from the international marketing theory is that it ensures that an organization operates effectively in the international market. As stated in the week six discussion, customers and employees are highly esteemed in contemporary organizations. One of the main stakeholders with high interest in an organization is employees and customers (Samiee and Chirapanda, 2019). Without these stakeholders, it is challenging to achieve organizational goals and this becomes even more important at a global level due to diversity. I have observed some organizations treat people differently based on their culture. However, for the contemporary organization to succeed, it is important to treat employees in the same manner.

I learned that employees respond positively when they are consistently treated with trust, dignity, and respect. They are concerned about their company, their coworkers, and their customers. Employees show that they care by providing excellent service to customers, solving problems quickly, performing well, and cooperating with one another (Samiee and Chirapanda, 2019). On the other hand, employees who are distrusted and discounted are unlikely to provide excellent customer service. As a result, employees who are not fairly compensated, are not given deserved responsibility, or see colleagues not carrying their fair share of the workload cannot consistently deliver effective results.

Digital Marketing

Digital marketing plays an integral role in international marketing. I discovered that marketing efficiency is linked with using digital tools such as Facebook, Twitter, and other digital platforms. Internet marketing is important because it corresponds to consumers purchasing decisions (Samiee and Chirapanda, 2019). I found that an increasing number of consumers use social media marketing. It is important to conduct internet research on product and price research before making final decisions. Internet marketing allows individuals to build relationships with customers and prospects through regular, low-cost personalized communication, indicating the shift away from mass marketing. Marketing managers can use various online marketing to achieve their objectives.

Gender-Sensitive Marketing

International marketing planning theory also talks about adopting effective strategies to enhance marketing. One aspect that improves the efficiency of international marketing is gender-based marketing (Samiee and Chirapanda, 2019). I learned that creating a gender-specific sales environment can significantly boost sales. The majority of contemporary organizations have been quick to recognize this trend. While sales techniques differ from conventional retail, the different needs of men and women are equally important in the contemporary business environment. This is true not only for the aviation industry, which can be gendered, but also for other operations. For example, women usually prefer static images, whereas men can do videos about services or products. Therefore, the interests of men and women should be considered when preparing marketing strategies.

Business Objectives

The international marketing planning theory incorporates the need for business objectives to achieve the organizations mission and vision. I discovered that a marketing plan could not exist in the absence of objectives, just as a business cannot exist in the absence of knowing its purpose or intention. Business objectives drive strategies and actions in an organization to achieve the anticipated objectives (Samiee and Chirapanda, 2019). It guides all the stakeholders of an organization to ensure that they do not lose focus. However, it is important for business objectives to embrace the principles of system dynamics and consider the cyclical development of processes in the economy and society. As a result, it is critical for both the business owner and employees to understand and align their work to objectives fully.

Ethical Marketing

Ethical marketing is among the aspects addressed in international marketing theory. It is impossible to have an effective marketing plan without including ethical aspects. Some of the ethical values included in most plans are corporate social responsibility, adopting the right marketing strategies, and avoiding unethical promotions (Samiee and Chirapanda, 2019). For example, ethical marketing is when a company markets its goods and services, thinking about how its products benefit customers and how it can be socially responsible or environmentally friendly. The main purpose of ethical marketing is to create a positive relationship with the community and other stakeholders in the market. Therefore, ethical marketing is crucial in enhancing international marketing.

Most contemporary businesses take care to run their operations smoothly. With the help of global marketing channels such as Facebook, organizations have been able to work with other businesses across different industries to encourage the best digital marketing practices. It has also encouraged healthy living and discouraged mistreatment in the workplace (Samiee and Chirapanda, 2019). Because customers are integral to the performance of an organization, they have to be considered during decision-making. Organizations tend to be more careful when sending messages through digital channels. In addition, organizations want to make sure their work fits the marketing principles framework. Therefore, modern organizations use ethical marketing to relate well with the people.

Conclusion

International marketing planning theory has played an integral role in understanding the global market. It talks about using marketing principles across national borders to help an organization reach its goal. The theory says that international marketing is when a company directs the flow of its goods and services to people in more than one country in order to make money. Because marketing is done in more than one country, the only difference between domestic and international marketing is that it is done. This seemingly insignificant difference explains why international marketing operations are so complicated and unique. The theory can be used by contemporary leaders and managers to run their operations in marketing effectively.

Reference List

Samiee, S. and Chirapanda, S. (2019) International marketing strategy in emerging-market exporting firms, Journal of International Marketing, 27(1), pp.20-37. Web.

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