Page 20 - Skills Needed for Effective International Marketing: Training Implications
P. 20


                       national boundaries" (Jeannet and Hennessey 1995, 8).  Cateora (1993)

                       concurs that international marketing is the "performance of business activities

                       that direct the flow of a company’s goods and services to consumers or users in

                       more than one nation for a profit" (9).  This same point of view is expressed by

                       Taoka and Beeman (1991), that international marketing is more than just an

                       international version of the marketing task.  It "includes the determination of

                       worldwide as well as country-specific strategies" which include how "global

                       control and coordination will be maintained" (373).

                              On the other hand, several authors have aligned the field of international

                       marketing with the general concept of marketing.  According to Albaum et al.

                       (1994), the only differentiation between the definition of international marketing

                       and the general definition of marketing is that "goods and services are marketed

                       across political boundaries" (4).  They go on to say that this difference, however

                       minor it may seem, requires a different approach to marketing management,

                       solving marketing problems, developing marketing policies, and implementing

                       marketing programs.  A similar perspective has been stated by Daniels and

                       Radebaugh (1995), that "marketing principles are no different in the international

                       arena [than marketing in general]," however, differing environments in various

                       countries "often cause managers to overlook important variables or to

                       misinterpret information" (607).  Ball and McCulloch (1996) agree that the basic

                                                      © 1998 Ralph Jagodka
   15   16   17   18   19   20   21   22   23   24   25