‘Core Principles of International Marketing’ is a derivative of original content obtained from various sources including content produced or maintained by (i) University of Minnesota Libraries Publishing (licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License), (ii) John Burnett (licensed under a Creative Commons Attribution 3.0 License), (iii) John Burnett under the Global Text Project, (iv) Lumen Learning, (v) , (vi) Centre for Teaching and Learning (CTL) of Universiti Teknologi Malaysia (UTM) Copyright (c) by Dr. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License. Use the information below to generate a citation. Then you must include on every digital page view the following attribution:
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Then you must include on every physical page the following attribution: If you are redistributing all or part of this book in a print format, Want to cite, share, or modify this book? This book uses the Ethical norms not only promote fair and equitable competition, they also set standards for brand stewardship and social responsibility.įinally, the focus of many successful marketers today is to rely on marketing intelligence to guide them toward establishing and maintaining positive customer associations across population characteristics. Ethics, too, transform and adapt to the business environment. Marketers must be constantly aware of demographic trends, especially in multicultural identities, generational differences, consumers with disabilities, and changes in spending. Research shows that companies that build emotional ties through diversity generate more revenue, increase stock price performance, and enhance brand perceptions. This chapter introduces concepts primarily concerned with culture and diversity and the need for businesses to focus more on customer individuality than on customer commonality. Marketers have learned to adjust over time to changes in the marketplace, especially as technology, the environment, politics, culture, and demographics have evolved and altered customer needs, wants, and demands. Marketing reflects an organization’s ethics and values as it communicates, especially with current and prospective customers.
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