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Description of Field
Marketing involves the sell of a firm’s products or
services profitably (See Career Field Guide,
Marketing). Global or
international marketing typically refers to a marketing strategy that focuses on
customers, markets, and competition at a global level.
International marketing crosses national political boundaries; it deals
with decision-making in the global market on product, price, customer, and
channel of distribution. A wide
range of institutions are involved in international marketing: manufacturers,
wholesalers, and retailers in the private sector; government agencies and other
public sector entities; and a variety of facilitating institutions such as banks
and shipping companies.
Career Paths and Entry Salaries
Positions in international marketing include a wide
range of roles and responsibilities, from basic market research to promoting a
product in the international market.
A graduate student entering a global marketing career will likely
spend time in market research, market planning, or sales and marketing
management. Market research looks at the
differences between countries and cultures, potential customers’
characteristics, and the demand for a certain product.
Market planning sets future goals and provides direction for future
marketing initiatives. Marketing
managers seek to implement marketing strategies and maintain a competitive
advantage in the constantly changing international market.
Other career paths may involve sales, internet marketing, legal issues
such as intellectual property, and retailing.
Entry salaries depend largely on the type of
marketing work. The average
international marketing position would have a slightly higher salary because
most international marketing jobs are given as a promotion to individuals
already experienced in marketing.
Qualifications Necessary/Application Procedures to Enter Field
The most common way to begin work in global
marketing is by first obtaining a domestic sales position in an international
firm. Many U.S. firms that decide to
expand their business into the global market
choose experienced and qualified personnel from within the firm.
But whether applying from in-house or not, individuals with foreign
language fluency and a willingness to live in a foreign country have an
advantage in obtaining global marketing jobs.
Also, employers will often prefer a solid background in marketing, with
some emphasis on sales management and market research. Though not required, many
companies strongly prefer individuals with an MBA in Communications or
Marketing. Other companies give
preference to individuals with any graduate degree and/or an emphasis in
Marketing and Sales. In addition, skills and experience in leadership and
teamwork, budget management, strategy and program development, and persuasive
writing are all to the applicant’s advantage in the application process.
Sample Employers
Colgate,
http://www.colgate.ca/english/careers/
Demand and Future Challenges of the Profession
New technological developments and increased
globalization provide better information, better access to goods and services,
and thus a higher demand for products on the global market.
Accordingly, the demand and competition for careers in international
marketing will likely continue to increase in future years.
However, many domestic companies make the mistake of
launching their most profitable products into the international market without
taking into account major differences in cultural preferences, political or
legal forces, and economic conditions that have a strong influence on foreign
markets. Poorly planned global
expansions may lead to undesirable consequences for companies with heavy
marketing and sales activities, and thus for employees in those companies.
Resources and Publications for More Information
Careers in International Business,
Edward J. Halloran, Chapter Six: Careers in International Sales and Marketing,
(in the CAS Library) 2003 McGRaw-Hill.
International Marketing,
Philip Cateora and John Graham, McGraw-Hill, 2002 (check to see if this is in
the library)…
Directory of American Firms Operating in Foreign
Countries, 17th Ed., Volumes 1-3. (In the CAS Library).
http://www.knowthis.com/internl.htm
This website targets companies or individuals that
desire further information on various aspects of marketing.
A section on global marketing particularly addresses some of the current
challenges that companies face when taking their product to the international
market.
http://www.thunderbird.edu/corporate_visitors/recruiting/about_employers.htm.
As the #1 International Management Program in the United States,
Thunderbird has extensive information about international marketing employers.
http://www.allbusiness.com/2984639-1.html
Geared towards small businesses, this website also
contains extensive amounts of information, articles, examples, overview—both in
breadth and depth—about various marketing topics, techniques, and strategies.
ECNext provides a directory of market research
reports that may be useful in both understanding what market research entails,
as well as learning about international market research firms.
This page current as of:
April 24, 2008 |
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