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Marketing Comparison: International And Domestic

Running head: MARKETING COMPARISON

Marketing Comparison: International and Domestic
Australia and the United States
Debra C. Howard
University of Phoenix-Online

Marketing Comparison: International and Domestic
Australia and the United States
As defined by the American Marketing Association,"Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" (AMA, 2004, 2). The definition is applied to any product, business firm…in any targeted country.
Marketing is the core of any business venture. Two basic functions are derived from marketing: 1) to retain and sustain present customer base, and 2) to develop new and/or improved customer relations. Focusing on these two aspects is the essence of marketing. The plan for why, whom, how, and when…surrounding the product, service, or idea… all develop and stem from marketing ideas and concepts. Marketing is a process, a plan developed to identify, foresee, and satisfy customer needs and desires…no matter the product or service, the business, or the country. Whether the market is a domestic or international venue, marketing activities are essentially the same; however, must be tailored to the unique attributes of the product and the country of target.
Cultural Influences
Understanding the principles of culture as well as the individual cultural diversity and similarities of target locations allows marketers to recognize that one standardized strategy can never reach an entire global market. Marketers must recognize cultural differences and similarities within objectives, strategies, and in communicating with international markets, as there are different values, attitudes and buying behaviors.
Australia is an open-minded and comprehensive society, a nation built by people from many different backgrounds. Vietnam, China, Greece, and the United...