Marketing As A Career

Marketing reasearch analysis collect, analyze, and interpret data to determine potential
sales of a product or service. To this end they prepare reports and make
recommendations on subjects ranging from prefrences of prospective customers to
methods and costs of distribution and advertising. They research available printed data
and accmulate new data through personal interviews and questionnaires. Knowing what
customers want, why they want it, and what price they are willing to pay for it have
always been concerns of manufacturers and producers of goods and services. With
growth in industry and increased competition for manufactured products, businesses
begian to use marlketing research to measure public opinion. Emphasis on marketing
research did not really occur until after World War II. From this point, however, new
knowledge of techniques and increased uses of the findings have developed at a rapid

One area of marketing research is company service and products. Here marketing
research analysts collect data on brand name, tradew mark, product design, or packaging
for current products or products in expiramental stage to measure consumer likes and
dislikes. Also included. Also oncluded in this aspect of marketing research are studies
of the services and products of competitors. Another area of marlketing research issales
methods and policies. Here, the marketing research analyst is concerned with detailed
studies of the firm’s sales records. A firm’s international marketing program must
generally be modified and adapted to foreign markets. This international marketing
program uses strategies to accomplish its marketing goals. Within each foreign nation,
the firm is likely to find a combination of marketing environment and target markets that
are different from those of its own home country and other foreign countries. It is
important that in international marketing, product, pricing, distribution and promotional
strategies be adapted accordingly. In order for an international firm to function properly,
cultural, social, economic, and legal forces within the country must be clearly
The task of International marketing is more difficult and risky than expected by
many firms. One of the most controlling factors of international marketing is
management. It is very important for managers to recognize the differences as well as
similarities in buyer behavior. Many mistakes can occur if managers fail to realize that
buyers differ from country to country. It is the international differences in buyer
behavior, rather than similarities, which cause problems in successful international
marketing. An international marketing manager is a manager responsible for facilitating
the exchange of products between the organization and its customers or clients.
Sometimes an international marketing manager will find difficulties in completing the
exchange of products. Many surprises in international business are undesirable human
mistakes. An international corporation must fully understand the foreign environment
before pursuing business matters. Problems constantly crop up and many times have
unexpected results. Sometimes these unexpected results are unavoidable. Other times
they are avoidable. To be sure those avoidable situations do not occur, international
marketing managers must be aware of cultural differences.
Cultural differences take place among most nations of the world. Differences in
culture are one of the most significant factors in an international company. All
nationalities posses unique characteristics, which are unknown to many foreigners. Many
of the top international businesses are unaware of these cultural differences. It is very
important to understand these cultures in order to market a product successfully. As an
example, different nationalities have different beliefs on how business matters should
take place. Where some countries prefer to work with a deadline other countries can take
this as being offensive. Many countries feel it is an insult to be asked to work under a set
time period. A country may feel that a deadline is threatening and may feel backed into a
corner. On the other hand, other countries try to expedite matters by setting deadlines. To
be effective in a foreign market it is necessary to understand the local customs. Knowing
what to do in a foreign country is as important as knowing what not to do. Failure to
understand local customs can lead to serious misunderstandings between business
people. The simple rejection of a cup of coffee can lead to total confusion. The decline of
an invite is sometimes considered an affront. To avoid making blunders, a person must
be able to discern the difference between what is acceptable behavior and what is not
acceptable behavior. Violations of a local custom can be insulting, and can cause
uncomfortable situations. To be a successful manager of international marketing, one
must be able to discern the differences as to what must and must not be done. It is almost