International Marketing Research

This report focuses on international marketing research, analyzing the changes in consumer consumption and buying behavior. It also explores the strategic marketing activities adopted by international marketers. The report highlights the importance of understanding consumer behavior and developing appropriate marketing strategies.

International
Marketing Research
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Critical analysis and evaluation of the changes in consumer consumption and buying
behaviour.....................................................................................................................................3
Evidence of strategic marketing activities adopted by international marketers..........................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
International marketing is defined as the application of different marketing principles for
satisfying the varied needs and desires of people residing across the national borders. In most
simple words international marketing is the mixture of those activities that are conducted for
more than one Nation and marketplace (Cateora and et. al., 2020). The current report
acknowledges the international marketing research where a critical analysis is conducted in
relation with the changes taking place in consumer consumption and buying behaviour.
Moreover according to the research conducted about the consumer behaviour, evidence strategic
marketing activities that are adopted by international marketers are identified and elaborated.
MAIN BODY
Critical analysis and evaluation of the changes in consumer consumption and buying behaviour
Consumer behaviour refers to the actions and the specific and significant decision
making process of the people belonging to separate countries and regions in the globe purchase
goods and services for personal consumption. Consumer buying behaviour on the other hand
on referring to the study of this specific targeted customers and how they behave while making
their buying decisions that are important for satisfying their needs and desires.
According to the current scenario of different markets around the globe it is significantly
said that the social trends are fluctuating making the economy and people's buying behaviour
dynamic as well. That means nowadays people are becoming more aware and their demands are
regularly changing which is causing use change in their buying behaviour and patterns.
Therefore, it is important for businesses belonging to separate industries for thoroughly
evaluating and analysing the changes taking place in the consumption and purchasing decision of
individuals in order to develop appropriate international marketing strategies and plans.
A Critical evaluation and analysis of the changes taking place in consumer construction and
buying behaviour is conducted underneath on overall basis focusing over all separate industries
and sectors (Vellas, 2016).
 Stay loyal- According to the survey conducted the UK consumers are responding well
towards advertising campaigns that are conducted by businesses especially on social
media. That means digital technology and devices are imposing a huge impact on
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consumer buying behaviour in the United Kingdom. It has been identified that
advertising through social media is not just helpful for brand and Goodwill but it also
helps the business in improving sales. Therefore it is now suggested to the businesses that
they should stopped channel of marketing where they are available to customers on both
of the platforms physical and virtual. This marketing strategy will allow the business to
be in close contact with their customers by providing them the desired services and
products at an ease and according to their preferences.
 Sustainable products- Another trend which is identified and globally exist as of
sustainable products and services. According to the current environment and increasing
global warming people are becoming more and more aware about their responsibilities
for saving the world and the environment. Therefore a very prominent factor which
influences the consumer’s consumption and buying behaviour as is sustainability. Almost
every individual is looking for those products and services which are produced with
sustainable means and resources (Zikmund and et. al., 2017).
Evidence of strategic marketing activities adopted by international marketers
Strategic international marketing basically involves the 4 P’s of the marketing mix plan
that is product, price, place (Distribution) and promotion (Communication strategies) which are
concentrated towards the most important and specific areas of marketing that is needed to be and
conducted by every individual Organisation in National and international marketplaces.
The marketing mix is a tool which is composed of 4 P's that are working together in conjunction
with one another focusing over developing strategic evidence based marketing strategy for the
specific organisation allowing it to efficiently conduct marketing activities that are required in
order to spread awareness among people and most specifically to targeted audience about the
offerings.
A Strategic marketing activities which is adopted by international marketers and businesses is as
follows:
 Product- The first element of the strategic marketing plan is product which refers to do
the products and services that is being offered by the respective business entity designed
according to preferences of targeted audience most satisfying there needs and wants. The
product that is ring developed by the businesses should be through sustainable means as it
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is identified that most of the consumers make their purchasing decision according to the
sustainability criteria of items and services.
 Price- The next element is price which reflects over what consumers are willing to pay
for the specific products and services. The marketers and the marketing professionals of
the businesses need to consider the cost criteria which has been incurred in the production
process. According to the survey and the current consumer behaviour friends it is said
that the pricing should be competitive enough by keeping it low and adding value to the
customer and their expectations. It has been identified that almost 38% of British
shoppers purchase from Amazon as they believe that it provides the cheapest prices. Price
factor makes Amazon the market leader and therefore it is always considered by the
marketers to develop a competitive pricing strategy according to the industry and the
trends that are running in it (Surdu, Mellahi and Glaister, 2018).
 Place (Distribution)- The third element of marketing mix tool which is thoroughly
evaluated and considered by international market is while developing their evidence-
based strategic marketing plan is of place which is also known as distribution channel.
The element highlights the most appropriate region for the specific offering and the
distribution channel should be efficient enough that offered products and services are
accessible to everyone whoever requires it. The place what the distribution channel
strategy that is being adopted by international marketers is according to the targeted
market and segment of the society. That is it is important for researching and identifying
the appropriate area in which the most efficient buyers are located for opening the
physical outlet and becoming accessible to every possible consumer.
 Promotion (Communication Strategy)- The last strategic activity of marketing that is
being focused by international market is of the promotion and communication. One of the
most important and essential element of marketing mix is promotion. The promotional
strategy allows the business to get in close contact with the customers bye adopting
appropriate promotional channels and tools (Ghauri, Grønhaug and Strange, 2020). It is a
way of communicating to the customers about the offerings and spreading awareness
amongst the marketplace. Promotional strategies according to the consumer buying
behaviour that is being adopted by the international marketers is mostly focus over
sustainability criteria of the product or the service and highlighting towards the
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sustainable means that are used in producing and manufacturing the end product. Also
social media is considered the most efficient promotional tool for both the international
and national marketers allowing them to reach to the maximum people and targeted
audience (Lamberton and Stephen, 2016).
CONCLUSION
The above report concludes that international marketing research needs to be conducted by the
marketers in order to understand the consumer’s consumption and buying behaviour along with
identifying their appropriate needs and desires. The current trends in consumer buying behaviour
that leads them towards a particular purchase in decision affects the marketing activities that is
conducted by businesses. Therefore, strategic marketing activities are conducted accordingly for
attracting the largest amount of people and changing them into potential buyers of the products
and services that is being offered by businesses.
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REFERENCES
Books and Journals
Cateora, P. R. and et. al., 2020. International marketing. McGraw-Hill Education.
Ghauri, P., Grønhaug, K. and Strange, R., 2020. Research methods in business studies.
Cambridge University Press.
Lamberton, C. and Stephen, A. T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Surdu, I., Mellahi, K. and Glaister, K., 2018. Emerging market multinationals’ international
equity-based entry mode strategies. International Marketing Review.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Zikmund, W. G. and et. al., 2017. Marketing Research: Asia-Pacific Edition. Cengage AU.
Online:
UK CONSUMER BEHAVIOUR: WHAT DO THR BRITISH WANT?, 2020. [Online] Availale
Through: <https://www.wordbank.com/us/blog/market-insights/uk-consumer-
behavior//>
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