Universidad Tecnológica de El Salvador
A Short Course in International Marketing
Book

A Short Course in International Marketing

Approaching and Penetrating the International Marketplace

Jeffrey Edmund Curry
World Trade Press, 1999
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Editorial Rating

7

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Recommendation

Trade professional Jeffrey Edmund Curry provides a solid introduction to the principles of worldwide marketing. This book, with its simple definitions of basic marketing terms, will be most appreciated by lower-level employees at companies with newly expanded, global horizons. Newcomers to international business will find information on a wide range of key topics: understanding the role of governments, developing products for the foreign market, doing market research, preparing for market entry, developing distribution, advertising and promotion, making your initial contacts, staffing the new market, evaluating performance and creating a marketing plan and market audit. getAbstract recommends that executives of companies with global ambitions read this book and pass it along to the people who’ll execute new cross-border strategies.

Summary

Stepping Across the Border

Marketing and sales are often confused. Sales is the end result of the process of marketing – the point at which the goods or services are given to a customer in exchange for money or other valuable consideration. Marketing is the entire commercial process that leads to this point.

In moving beyond your country’s borders, you will need a marketing plan that estimates your potential in an international market. This action budget, which is subject to change over time, should have short, medium, and long-term components. Traditionally, marketing includes:

  • Making contact.
  • Merchandising
  • Pricing
  • Promotion
  • Distribution
  • Human resources.

Begin with product awareness, whether you are marketing to a single consumer or large corporation. You need to develop product affinity, preference, confidence and, finally, product purchase.

Common mistakes in marketing include universality and personalization (thinking other groups will like your product because one group or one individual does), price blindness, quality default, cultural myopia, poor timing and packaging ploys (where you ...

About the Author

Jeffrey Edmund Curry, M.B.A., Ph.D., has taught management development, international finance and economics in both the U.S. and Asia. He is the author of Passport Vietnam and Passport Taiwan, books on international economics and negotiating.

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