er provides insight into international marketing and specific examples of mistakes companies have made in the past at marketing their products on foreign grounds.
In the 21st century introducing new products into the international market is a basic necessity of any company trying to increase its sales and customer base. International marketing efforts require American businesspeople to at least gain a basic familiarity with the customs and practices of the country in which a company is considering doing business (Kammeyer, 2006). The discrepancies in the characteristics of a foreign customer include different taste and preferences, different lifestyles and altogether a different culture (Exploring International Markets, 2007). Marketing analyst must take these factors into consideration as they develop marketing plans and campaigns which incorporate penetration of international markets.
There are many variables and elements that must be considered within a marketing plan to introduce new products into a different country. Some of the main factors that must be considered are listed below:
Culture influences the behavior, views, customs and values of people, thus culture must be considered in the creation of marketing campaigns. In Asia red ink symbols a message from the dead. any written messages with ads in this market should never include red ink to avoid disrespectful messages. Racial and ethnic implications can cause great misunderstanding and lead to disastrous blunders. In 2002 A&F introduced a T-shirt which became very popular and created a lot of controversy, since they displayed slogans and stereotyped images of Asians (Direct Newsline, 2002). The campaign was launched nationally by the company. By creating such a racially offensive product this company hurt it chances of launching its products in the future to the Asian market which in the year 2000 produced $3,331 billion in GNP (Schneider, 2002).