International management for china - Essay Example

The intention of this study is marketing as “the process of planning and executing the conception, pricing, promotion, and distribution of ideas and goods, and services to create exchanges that satisfy individual and organisational objectives” while according to Ambler & Xiucun marketing makes a fundamental contribution to long-term business success because a firm’s survival depends on its capacity to create value, and value is defined by customers. Marketing is thus an activity that involves negotiations and considers how to influence and carry out negotiations in order to facilitate exchange.

According to Hofstede too it is essential to understand the differences and similarities between cultures which would enable the decision maker to do business with a given culture. In recent times, however, the global market concept has emerged which is characterized by general business practices and standardized consumer preferences. This would imply that the key to success rests in the firm’s ability to standardize the product offerings. It also implies that cross-cultural or cross-national markets cease to exist.

However, the experience of the international retailers differs from this. Retailers have a long history of opening branch outlets across national boundaries. Substantial operation in international sector by retailers is only a recent phenomenon. Structural changes took place in retail sales which led to increases in the sales of the large firms and decline of the small firms. The growth of the large firms was also due to expansion in international markets.