СДУ хабаршысы - 2007

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Open Access
The Rise of International Marketing
(Suleyman Demirel University, 2007) Gokhan Karahan
This paper discusses the growing importance and influence of international marketing in the modern globalized world. Using everyday examples, it illustrates how consumers unknowingly engage with international markets through products and services originating from various countries. The study defines international marketing as the process of identifying and satisfying customer needs across national borders, distinguishing it from simple export activities. It highlights the significance of cultural awareness in marketing, supported by examples of cross-cultural blunders made by global companies. Furthermore, the paper explores how the Internet has empowered small and medium-sized enterprises (SMEs) and individuals to engage in international marketing, creating equal opportunities for competition regardless of company size. It also examines the re-emergence of China and India as major players in the global economy, with increasing capabilities in branding and market expansion. The paper concludes that effective international marketing requires cultural sensitivity, strategic planning, and the ability to adapt to technological advancements and global competition.