Qualified individuals are frequently hired by large corporations to perform a variety of international marketing jobs. Research and analysis, positioning, implementation and design, and logistics and sales are just a few examples. Individuals in the field of international marketing can specialize in different areas or handle all aspects of marketing for a company or country.
Large multinational corporations use international marketing as a business strategy. This method entails making marketing decisions on a country-by-country basis, effectively segmenting the global marketplace into manageable chunks. This type of marketing is most effective when countries have distinct but internally consistent cultures, as the consistency allows for predictable responses to various marketing techniques.
Research and analysis is one of the most important aspects of international marketing. Researchers look at the conditions in target countries to see what aspects of products are valued where they are. Global segmentation is the term for this procedure. Researchers can determine which markets would respond best to their firm’s products and what changes, if any, the firm should make to the products once the conditions in each country have been determined.
Positioning is the process of determining which of the available markets a company should try to sell its product in. It is one of the more creative international marketing jobs. For example, if a company sells a soft drink with a unique flavor that is popular with 15% of one market but 70% of another, it is likely to be more profitable to sell to the second market. Many other factors, such as competition, purchasing power parity, and cultural attitudes, must be considered.
Implementation and design jobs in international marketing are also available. Following the selection of a target market and thorough research of that market, it is common for the product to require several changes. Some products must be modified to comply with local laws or customs. Designers are frequently called upon to create new advertising for new markets.
Logistics and sales are also part of international marketing jobs. Any international venture faces significant logistical challenges in terms of production, packaging, and shipping. For each new market, marketing experts must also decide on a sales strategy. In many cases, the firm will need to consult with local experts to determine the best course of action.
Permanent international marketing staff are common in companies that regularly bring new products to market internationally or have a large number of existing international products. Companies that only occasionally bring products to new markets or export a small number of products hire consultants to deal with problems as they arise. International marketing departments at large companies, in particular, usually have several layers of management, including project managers and executives.