What Is International Marketing Research?

International marketing (international marketing) is a trade activity in which a company provides products or services it provides to foreign customers in accordance with the needs of foreign customers, and ultimately earns profits. This international business behavior is affected not only by the development of the world economy and technology, but also by the political, social, cultural, legal and other marketing environments of the countries or regions of the target market. Therefore, the meaning of international marketing also progresses with the changes and development of society. Before World War II, international marketing was mainly based on the export sales of products; after World War II, with the strengthening of capital internationalization activities, developed countries' overseas investment expanded, and they have directly organized production and overseas operations Sales, this overseas investment behavior and foreign production behavior are also included in the scope of international marketing. ^[1]

International Marketing

International marketing refers to the

In terms of the development of international marketing entities, international enterprises, they can be divided into two major categories: production-oriented international enterprises and trade-oriented international enterprises.

(1) Development of production-oriented international enterprises

Production enterprises mainly include enterprises that produce goods or provide services, such as manufacturing enterprises and service enterprises.

(2) Trade-oriented international enterprises

Many countries have established trading companies that have been engaged in international business activities since the beginning of economic development, such as the US export trading company and China's import and export professional companies.

CrossMarketing provides a low-cost channel for any business, including home-based small businesses, large businesses, or franchise stores, to reach more potential by integrating resources such as time, money, ideas, events or presentation space. client. Cross marketing has become an important part of corporate cooperation, and even the basis for mergers and acquisitions to occur. Cross-marketing is not only applicable to large enterprises. As long as certain conditions are met, companies of all sizes can carry out cross-marketing within a certain range to help companies stand out in the fierce market competition; maintain a balance of cash flows during the off-peak season; inspire People s motivation to shop more; to reach more potential customers more often with the same or reduced costs; to cultivate trust with customers and communities.

The cultural risk of enterprises in international marketing has the following four characteristics: 1. Cultural risk is objective . Its objectivity essentially originates from different countries. Cultural differences between regions. E.g. Consumer demand. Values and ways of thinking are based on the cultural background of the country in which they are located. The objectivity of cultural risks requires international marketing strategies to meet the needs of consumers in different cultural backgrounds. Cooperate with cultural differences from different cultural backgrounds.

2. Cultural risks are dual-effect . Risk is a

1. Cross-cultural training strategies.

Cross-cultural training for international marketers is an effective way to prevent and resolve cultural conflicts, and its purpose is to strengthen people's ability to respond to and adapt to different cultural environments and promote intercultural communication

(I) Product Innovation

Michael Porter said that innovation is the source of business existence and development. Innovative marketing concepts, on the one hand, require that the production of the enterprise must meet the changes in consumer demand and the consumption laws of the international market, and better meet consumer demand; on the other hand, the production of the enterprise must be ahead of consumers and guide consumption Demand, creating consumer demand, that is to say, the company's international marketing concept must change from "adapting consumption" to "creating consumption" and from "shared market" to "creating market". In the international market, a large number of innovative and fast-growing new companies have emerged, constantly replacing those that lack innovation and efficiency.

In the international market, marketing innovation should first be innovation in marketing concepts (such as green marketing, knowledge marketing, and cultural marketing), followed by product innovation (such as product standard innovation, product quality innovation, and product packaging innovation), and once again Method innovation (such as online marketing, interactive marketing, complementary marketing). For example, on the one hand, research and production of green products can meet the changing needs of consumers' consumption concepts, which is in line with international development trends. On the other hand, the buyer's market can be transformed into a seller's market. Because the demand for green products in the international market is increasing, but there are fewer products that truly meet the green requirements, there are huge business opportunities in the international market, and demand exceeds supply. The concept of continuous innovation can enable enterprises participating in international marketing to reach a higher level and open up a wider world.

(Two) corporate image

Internationally, the image of a product is equal to the quality of the product, the quality of the product is equal to the value of the product, and the value of the product is equal to the price of the sub-product. A good corporate image helps to enhance the company's international competitiveness, a good corporate image helps to create a good external marketing environment, and a good corporate image helps to create the best international marketing performance. Under the conditions of modern international competition, due to the general improvement of product quality and technology and the increasing number of product types, it is difficult to occupy the competitive advantage of the international market by quality and service alone.

In the international market, only those companies with a good corporate image and a good product image have lasting vitality and will be favored by consumers and the public. If an enterprise does not have its own advantages and brands, and does not have a good reputation, there will be no international competitiveness at all, and it will eventually be eliminated in international competition. Some people think that the competition among enterprises has changed from the competition of commodity power and marketing power to the competition of image power. Image power is a basic condition for enterprises to participate in international competition. Shaping a good corporate image and carrying out effective image marketing have an important role to play in improving the competitiveness of the enterprise and promoting the economic benefits of the enterprise.

Enterprises should pay attention to the use of various strategies when establishing their image, for example, clever use of certain social events to establish their corporate image, the use of public welfare activities to establish their corporate image, the use of celebrities to establish their corporate image, and certain reference organizations or concept leaders To establish an image for the company or product. In short, with the rapid development of science and technology, an enterprise must be able to occupy a place in the fiercely competitive international market and seek to grow and develop. Its international marketing strategy must conform to the laws of modern consumption, and image marketing in place is essential.

(Three) resource integration

International marketing integration by enterprises includes internal integration and external integration. Internal marketing integration refers to "restructuring corporate behavior and market behavior with consumers at the core, using various forms or communication methods in a coordinated manner, delivering consistent product information with a unified goal and a unified image, and achieving a two-way relationship with consumers. Communication, quickly establish the position of product brands in the eyes of consumers, and establish long-term close relations between product brands and consumers. " The external integration of the company's international marketing means that the company must abandon the traditional concept of "marketplaces such as battlefields", and the success of competition is based on the concept of international marketing based on the failure of rivals. It is a win-win strategic alliance that combines with competitors to carry out complementary marketing, joint marketing, actual resource sharing, and complementary advantages. An enterprise, no matter how big, cannot produce a product that meets the needs of all consumers.

With the transition from the seller's market to the buyer's market, consumers have gradually matured, consumer demand has become more rational, and consumer psychology has become more stable. People's consumption is increasingly pursuing fashion, focusing on their uniqueness, and tending to personalized consumption. Consumers' individual needs gradually disappear. The target market for corporate marketing has also evolved from all consumers into consumer groups in each market segment. The development and change of modern consumption law urgently require that companies not only take consumer demand as the starting point, but also guide demand and create demand, that is, the company regards the attention of people, the release of human personality, and the satisfaction of human personality needs as a company to explore international markets Core. Establish a more personal connection with consumers, keep abreast of international market trends and customer needs, and provide customers with a personalized consumption service. The company conducts joint marketing with other domestic and foreign enterprises and implements specialized production, which can not only meet the diversified needs and personalized needs of consumers, but also obtain the economies of scale of mass production, so as to maximize consumers' product Satisfaction. Of course, joint marketing by enterprises can also reduce waste, save resources, optimize the use of resources, and ultimately achieve sustainable development.

(4) Communication information

In traditional marketing, companies communicate with consumers one-way, and introduce consumers and products to consumers through one-way media advertising and product catalogs. Consumers are in a passive position to accept these product information, and companies cannot obtain consumer feedback in a timely manner. The one-way flow of information between enterprises and consumers hinders the timely and accurate understanding of consumers' personalized needs. Through two-way communication of information, consumers can also design or propose changes to the product to meet their special requirements according to their own needs and hobbies, and then transmit the information to the manufacturer, and the manufacturer quickly produces according to the customer's customization. In this way, whether in production or sales or advertising, consumers can participate widely to a large extent, not only can they gain psychological self-esteem and pride, but they can also show their unique personality. This marketing method is fully in line with modern consumption laws.

At present, more and more international marketers are investing huge sums of money to establish their own information processing systems in order to be able to analyze customer demand trends, and then formulate measures to keep old customers and open new customers. Enterprises can also spread their product information on the Internet in a multimedia manner, so that consumers can query the information about the company and products online and conduct pre-purchase evaluations. In this way, enterprises conduct one-to-one marketing through two-way communication, thereby creating new market demands with consumers. It can be expected that establishing friendly relations with customers through information marketing will become the mainstream concept of international marketing. Every international marketing company should be soberly aware that in the fierce international market competition, without mastering consumer information, it is impossible to understand consumer consumption patterns, and it is impossible to formulate international marketing strategies that conform to actual conditions. Therefore, for international marketing companies, nothing is more important than grasping information about consumer buying behavior.