Marketing Comparison:  International and Domestic

Australia and the United States

Arlene Smith

University of Phoenix-Online

Marketing Comparison:  International and Domestic

Australia and the United States

As defined by the American Marketing Association,Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (AMA, 2004,  2). The definition is applied to any product, business firmin any targeted country.

Marketing is the core of any business venture. Two basic functions are derived from marketing: 1) to retain and sustain present customer base, and 2) to develop new and/or improved customer relations. Focusing on these two aspects is the essence of marketing. The plan for why, whom, how, and whensurrounding the product, service, or idea all develop and stem from marketing ideas and concepts. Marketing is a process, a plan developed to identify, foresee, and satisfy customer needs and desiresno matter the product or service, the business, or the country. Whether the market is a domestic or international venue, marketing activities are essentially the same; however, must be tailored to the unique attributes of the product and the country of target.

Mercadeo es un proceso, un plan desarrollado para identificar, prever y satisfacer las necesidades y deseos de los clientes, sin importar el producto o servicio, el negocio o el país. Ya sea el mercado doméstico o terreno internacional, las actividades de mercadeo son esencialmente las mismas; sin embargo, deben ser adaptadas a los atributos únicos del producto y el país del mercado meta.


Cultural Influences

Understanding the principles of culture as well as the individual cultural diversity and similarities of target locations allows marketers to recognize that one standardized strategy can never reach an entire global market. Marketers must recognize cultural differences and similarities within objectives, strategies, and in communicating with international markets, as there are different values, attitudes and buying behaviors.

Australia is an open-minded and comprehensive society, a nation built by people from many different backgrounds. Vietnam, China, Greece, and the United Kingdom are among the top 10 countries that Australians have migrated. Much like the United States, Australia is a mosaic of many nationalities. Cultural diversity has become a touchstone of Australia's national identity. Cultural diversity in Australia is attributed to 90% of the population lives in urban areas, resulting in exposure to many different forms of thinking, acceptance, and educational opportunities. Comparatively, 80% of Americans live in metropolitan areas (United States of America, 2007, p.2).

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Australians tend to be proud of their heritage as they view themselves as a nation that convicts and working people built into a wealthy, educated, and democratic society in a callous and harsh land (Commonwealth of Australia, 2007, p. 2). This resonance will not accept antagonistic, flamboyant, or arrogant behaviorsocially or in business environments. Most Americans are patriotic and consider their country a guardian of democracy and freedom (United States of America, 2007, p. 2). Americans have a tendency to be forthright and blunt and appreciate candid associates.

Australians are sociable and affable and hold lifes enjoyments as a paramount ...

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