The theory and practice of international marketing - B2B (ePub)

In this paper I will show the link between the international marketing theory and practice based on the example of the maquiladora industry located on the US-Mexican border. Furthermore, my research will pinpoint the fact that most of the decisions made by international mangers are a conclusion of the international marketing theory. This is the case starting with the macro analysis of the foreign markets and ending with the individual usage of the "4 P's" regardless of the sector of business.
In the age of globalization many companies want to or are forced by the markets to expand their business to other countries. However, in the early years of the globalization process firms mostly extended their commerce usually on the national level or to the home country' s neighbor markets, but today it does not appear anymore oddly, when a single company owns facilities located across the globe. Concerning this development, the company faces different challenges in each market, which will shape the usage of the marketing-mix. International marketing understood as "the segment of business concerned with planning, promoting, distributing, pricing and servicing of the goods and services desired by intermediate and ultimate consumers" is an important business tool in order to describe the decisions made by many companies across political boundaries.
To be fully able to understand the process of the companies' expansion in terms of international marketing it is very important to begin the analysis with the assessment of the political and economic forces in the world, in the home country and in the particular country, where the business is supposed to be done. These forces create a framework for a company's further decision-making. Therefore, only having the information about the political, economic and legal environment one is able to retrace the reasons for a multinational companies' strategy choice.