International Marketing Essay Example | Topics and Well Written Essays - 4000 words

International Marketing - Essay Example The country of origin has been traditionally considered as a major criterion in the development of consumer choices within the international marketplace. It should be noticed that consumer opinions regarding a specific product/ service cannot be precisely estimated and evaluated because they tend to change continuously. Regarding this issue it is stated by Hall (2002, 24) that ‘consumers "change their minds" about a product, then they change their attitude, and then they act’. In other words, marketers cannot rely on the consumer preferences for a particular product/ service in a specific period of time. They would rather have a series of elements that present the trends of consumers within the particular market in general terms (i.e. not specifically at a particular time point). If the above issue is not taken into consideration, the marketing strategy based on the consumer choices made during a specific period (or under a specific social, financial or political framewo rk) are very likely to be proved inappropriate after a specific time period will be differentiated. On the other hand, the introduction and the application of a specific marketing strategy within the international marketplace should be combined with the appropriate research. If not, the marketing strategy attempted to be implemented will be led to a failure. The above issue has been examined by Diamantopoulos et al. who stated that ‘the methodological pitfalls of international research often lead to questionable research results’.