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Marketing

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UNIVERSIDADE DO VALE DO ITAJAÍ – UNIVALI

ACADÊMICO: ÍTALO ZORZAN VELASQUES

PROFESSOR: CAIO SANTANGELO

Marketing Internacional

Marketing internacional ou global marketing refere-se ao marketing executado por empresas transatlânticas ou fronteiras nacionais. Esta estratégia usa uma extensão das técnicas utilizadas no país principal da empresa. De acordo com a associação americana de Marketing o “marketing internacional é um multinacional processo de planejar e executar a concepção, colocar o preço, promoção e distribuição de ideias, bens e serviços para criar trocas que satisfaçam objetivos individuais e organizacionais”. “Em contraste com a definição de marketing apenas a palavra multinacional adicionada”. Em palavras simples o marketing internacional é a aplicação dos princípios de marketing além das fronteiras nacionais. No entanto, há uma transição entre o que é geralmente expressa pelo marketing internacional e global de marketing que são palavras iguais.

Segundo Philip kotler, reconhecido como uma das maiores autoridades mundiais em marketing atualmente, o marketing é “um processo social e gerencial pelo qual indivíduos e grupos obtêm o que necessitam e desejam através da criação, oferta e troca de produtos de valor com outros”.

Já alguns autores definem marketing internacional e global de marketing diferente:

• "Em um nível muito simples do marketing internacional implica a empresa fazendo uma ou mais do mix de marketing além das fronteiras nacionais. Para uma empresa de nível muito complexa implica em produção estabelecida para plantas no exterior e coordenar estratégias de marketing em todo o mundo.”.

• "O Marketing Internacional é a oferta de atividades comerciais que direciona o fluxo de bens e serviços da empresa para os consumidores ou usuários em mais de uma nação pelo ganho.”.

• "Marketing Internacional é a orientação e implementação de recursos de marketing para os negócios internacionais.”.

• "O mercado internacional excede o comerciante de exportação e envolve mais no ambiente de marketing nos países em que faz negócios.”.

• "Braço de Marketing Global/multinacional para empregar efetivamente os investimentos, produtos para a experiência de uma empresa a nível mundial e também adaptá-lo ao que é realmente único e diferente em cada país.”.

• "Marketing global remete para as atividades de marketing que são coordenadas e integradas nos vários mercados desses países.”.

Marketing internacional muitas vezes não é o mesmo que vende o produto para vários países. As empresas precisam cuidar da barreira do idioma, os ideais e hábitos nos mercados em que se aproxima. Adaptação de estratégias de marketing para atrair um grupo específico que está a tentar vender é muito importante e pode ser o causa número um de um fracasso ou um sucesso.

Diferenças entre nacionais, internacionais e marketing.

Há muitas diferenças entre marketing interno e internacional de marketing como um cultural, político, religioso, habitual, as diferenças ideológicas e muito mais. Por causa das barreiras de linguagem, é mais difícil de obter e interpretar informações de pesquisa em marketing internacional. Mensagens publicitárias tem que cuidar de muitas diferenças culturais entre os países. Que inclui diferenças de línguas, hábitos, expressões, gestos, ideológicos e muito mais. Por exemplo, nos Estados Unidos, afirma a rodada "ou" feita pelo dedo polegar e indicador sinal significa "OK", enquanto o mesmo sinal de países mediterrânicos representa o "zero" ou "pior". Na Tunísia é entendido a "Eu vou matar você", logo como um gesto de consumo japonês significa 'dinheiro'.

Definição de Marketing Internacional

Todos os dias, a comercialização está a ganhar maior importância, tanto em nível de macro como micro. Neste contexto de globalização, empresas são sujeitos a muita concorrência de outras empresas mesmo provenientes de mercados estrangeiros. Neste sentido, existem muitas empresas que fazer para não perder quota de mercado, é forçado a ir para fora.

Uma primeira aproximação ao que é o Marketing Internacional seria a estratégia que permite tirar maior proveito das oportunidades oferecidas pelos mercados externos e lidar com a concorrência internacional.

Mas esta abordagem está um pouco aquém. Em seu início, a empresa responde a clientes estrangeiros, mas não procura-los, ou seja, ter uma atitude passiva (chamada passiva exporta). No entanto, segundo avança na internalização, a empresa procura essas ordens, comete, investe, ou seja, realiza atividades de marketing internacionais.

Podemos expandir a definição e dizer que é uma técnica de gestão de negócios através do qual a empresa pretende ganhar um lucro, aproveitando a oportunidade oferecida pelo mercado externo e a lidar com a concorrência internacional.

Função do marketing internacional

A principal função do marketing internacional é realizar atividades mercadológicas e gerenciar o fluxo de bens ou de serviços desde uma empresa até aos seus consumidores ou usuários, em mais de um país, levando-se em conta a diversidade cultural, racial e social de cada região ou pais. Esta função teve início nos primórdios da era mercantilista, quando começou a haver movimentos comerciais entre nações. Claro que nesta época não havia uma ciência organizada para orientar esta atividade

Diferenças entre Marketing nacional e Marketing Internacional

Ao elaborar o Marketing nacional devemos levar em conta vários aspectos, Mas quando falamos de mercados internacionais, alguns desses aspectos adquirem maior complexidade, existem certos aspectos da Internacional Marketing e não são abordados no Marketing nacional.

Meio ambiente

O ambiente internacional é muito mais complexo do que o ambiente doméstico. Obviamente nos mercados internacionais vamos encontrar diferentes leis e regulamentos legais, línguas e gostos diferentes, bem como várias infraestruturas..., Portanto, o estudo do ambiente é bastante mais complexo.

Concorrência

Também será muito mais complexa porque nos mercados internacionais, haverá um maior número de concorrentes e a oferta de produtos e serviços será muito mais extenso e, em muitos casos, desconhecidos para a empresa.

Seleção de mercados

Ele é exclusivo para o mercado internacional.

Seleção do formulário de entrada

Também é exclusiva. Para penetrar os mercados, há diversas maneiras: sozinho, ou com o apoio de um parceiro e cada um deles implica um nível de investimento diferente, maior ou menor compromisso com o mercado, mais ou menos riscos e maior ou menor aproximação ao cliente final.

Conclusões

É preciso “pensar globalmente e agir regionalmente”, ou seja, já que o marketing internacional tem todos os componentes do marketing tradicional, desde a necessidade de planejamento, estudo de mercado e de tendências, definição de produtos, e estratégias de comunicação, mas exige uma adaptação às distinções com relação a aspectos como: diferenças sociais, raciais, regionais, situação política, econômica, respeito às regras internacionais e cambio, é necessário realizar uma profunda pesquisa em relação ao país em que irá comercializar para prever todas as situações e elaborar o plano de marketing mais adequado àquela situação.

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