Characteristics and significance of marketing

1. Differences in marketing environment. There are some differences in economy, politics and culture among countries, so the market demand is very different, which requires that marketing decisions should be tailored to local conditions.

2. Complexity of marketing system. The participants who make up the international marketing system come from their own countries, host countries and third countries, which is more complicated than domestic marketing.

3. Uncertainty in the marketing process. Due to the differences in the environment, international marketers cannot accurately grasp the situation of foreign markets, and it is difficult to carry out effective marketing activities.

Meaning:

1, open up a broader market.

Can open up a broader foreign market; It can bypass tariff and non-tariff barriers and enter foreign markets smoothly; Market internalization can be achieved through internal transactions between parent companies and subsidiaries and between subsidiaries.

2. Give play to the competitive advantage.

Avoid the sharp edge of domestic market competition and look for new living space abroad; Can prolong the product life cycle and give play to the competitive advantage; Can exercise and improve the competitiveness of enterprises.

3. Get wider resources.

Enterprises can obtain natural resources, technology, information and other resources by participating in international competition.