Research Paper on:
Gordon's Gin; International Marketing

Unformatted Sample Text from the Research Paper:
need to consider what approach to take. In this paper we will examine the different considerations that may be included. International marketing When a company has more than one  national market it is likely to take part in international marketing. A good definition comes form Perry (2004) which states that international marketing is "The performance of business activities designed  to plan, price, promote and direct the companys flow of goods and services to consumers or users in more than one nations for profit". This is an holistic definition  and may also be seen as referring directly to the 4 Ps pf product, price, placement and promotion (Kotler, 2003). To appreciate this we can differentiate international marketing from domestic  marketing as when it takes place there is the requirement for the marketers to consider all the markets and environments in which the product is being marketed rather than only  that of a single nation (Perry, 2004). This means many of the uncontrollable elements need to be considered as well as the content and appeal, this encompasses not only culture  and the different product or service perception that may exist, but also elements as the legal, political and economic environment (Perry, 2004). The  approach may vary, with a totally standardised approach, all marketing and advertising the same with a single campaign. If a company chooses to use a standardised strategy there are many  benefits, the economies of scale and a guarantee of consistency are two of the principle attractions (Levitt, 1983). This will result in a single message being used to promote a  brand, and the segments attracted will be the same across the national divides (Levitt, 1983). This may also be seen as a risky strategy, as a single stratagem may also