in the United States and Canada along with the industrialized countries of Western Europe and the Pacific Rim, including Japan, South Korea, and Australia. However, advertising spending is increasing rapidly in China and in several Latin American countries, such as Mexico and Brazil.12

More and more companies recognize that an effective promotional program is important for companies competing in foreign markets. As one international marketing scholar notes:

Promotion is the most visible as well as the most culture bound of the firm's marketing functions. Marketing includes the whole collection of activities the firm performs in relating to its market, but in other functions the firm relates to the market in a quieter, more passive way. With the promotional function, however, the firm is standing up and speaking out, wanting to be seen and heard.13

Many companies have run into difficulties developing and implementing advertising and promotion programs for international markets. Companies that promote their products or services abroad face an unfamiliar marketing environment and customers with different sets of values, customs, consumption patterns, and habits, as well as differing purchase motives and abilities. Languages vary from country to country and even within a country, such as India or Switzerland. Media options are quite limited in many countries, owing to lack of availability or limited effectiveness. These factors demand different creative and media strategies as well as changes in other elements of the advertising and promotional program for foreign markets.

Just as with domestic marketing, companies The International Environment engaging in international marketing must carefully analyze the major environmental factors of each market in which they compete, including economic, demographic, cultural, and political/legal variables. Figure 20-2 shows some of the factors marketers must consider in each category when analyzing the environment of each country or market. These factors are important in evaluating the potential of each country as well as designing and implementing a marketing and promotional program.

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Creating an Online Business Plan

Creating an Online Business Plan

Your online business plan needs to make sure it addresses the management and administration structure in other words your organization’s breakdown. Online businesses often have a simpler organization structure than a traditional business, but that’s not always the case, and it must be clearly defined.

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