The Scope of International Marketing (Pdf)

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International Marketing
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Scope and key concepts of international marketing..........................................................1P2 Rationale for an organisation to want to market internationally and describe routes tomarket.....................................................................................................................................3P3 Key criteria and selection process that used by company to consider international market toenter........................................................................................................................................4P4 What market entry strategy is and example of different strategies that available to anorganisation and includes advantages and disadvantages......................................................5TASK 2............................................................................................................................................7TASK 3............................................................................................................................................7P7 Various international marketing approaches which adopt by company...........................7P8 Compare home and international orientation and ways to assess competitors, outlyingimplications of each approach...............................................................................................7CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONInternational marketing is most useful activity to promote operations and functions ofhotels on a global level. It focuses on creating experience and relationship with customers whichinspires customer loyalty to reach out new buyers. Hence, it assists to make hotel's success increative way (Cavusgil, Knight and Rose, 2014).In the present report, Marriott hotel has been selected which leading in global lodgingcompany with more than 6700 properties in 130 nations. Therefore, new designs anddevelopment of the business ascertain successful results.For gaining insight information of the present report, it covers range of sources to defineinternational marketing and main differences that considered to local marketing. Furthermore,scope and key concepts of international marketing also develop to successful operate in differentareas. Moreover, it contains market evaluation and strategies to make recommendation in thebusiness. At last, home and international orientation implement in each approach of marketing.TASK 1P1 Scope and key concepts of international marketingIntroduction to the organisationMarriott is international hotel brand which lead in different areas of operations in severalcountries. They have continuously invented ways through customer attraction can be buildsuccessfully to provide several opportunities that are associated to grow business. There aregenerally conduct operations on the basis of five core values such as put people first, pursueexcellence, embrace change, serve to the world and act with integrity. The chosen hotel considerhistoric shift in 1957 so that world's first motor hotel opened by them. Leadership also transfersuccessfully to hospitality industry in successful manner (About Marriott,2018). They considerdifferent types of accommodation services with luxury and necessities. Management follow flatstructure through they can make appropriate communication level and deal in international areas.More than 50000 employees work in all different areas and stores of the world. As a result, scaleof operations are very wide of the chosen business.Difference to local marketingIn order to considers international marketing it defines as marketing action that areinterconnected and merged in multiple country markets (International marketing, 2018). In other1
words, international marketing is the application of marketing principles to satisfy varied needsand wants of different people across the national borders (International Marketing,2018). Therefore,it includes several programs that assists to deal with more profitable outcome (Richter, Sinkovicsand Schlaegel, 2016). Furthermore, it is determines as global approach of international marketingwhich focusing on country markets that is differences due to physical location of customergroups, managers concentrate on products, etc.Difference between international and local marketingBasisLocal marketingInternational marketingAreaLocal marketing consist in only singlemarket.While, international marketingconsider deals with severalcountries and markets.Policies andstrategiesIn local marketing of Marriott thereare same policies and strategiesadopted to operate functions andoperations(Asseraf, Lages andShoham, 2018).However, in internationalmarketing there are differentpolicies and strategies adopted inpromotion of products andservices.BarriersIn this marketing, the chosen businesshas no or less barriers to obtain andinterpreting data as per customerdemand and marketing trends. This isbecause, they exists in same market sothat it assists to understand each other.On the other hand, in thisperspective, Marriott face issueand problem of language, policies,etc. (Difference Between Domesticand International Marketing,2018).Scope and key concepts of international marketingInternational marketing defines as performance of business activities that are designed inplan, price, promote and direct with flow of goods and services. In concept, it can be determinesas application of marketing principles to satisfy varied needs and wants of different people.International marketing also consider higher scope because it assists to maintain peace inparticular country and reduce risks as well with development of opportunities.2
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