I.

Assessing the contribution of leading mainstream marketing journals to

the international marketing discipline

I. ABSTRACT
Growing globalization in recent decades has been responsible for the
emergence of a new stream of research focusing on international
marketing. However, compared to domestic marketing knowledge,
this field has received relatively less attention from mainstream
marketing journals. The purpose of this paper is to report the
findings of a study that assesses the contribution of leading
mainstream marketing journals to the international marketing
discipline. This can assist in identifying possible gaps in the
international marketing literature that have to be filled by future
research on the subject. It specifically helps: to reveal the actual
involvement of these influential journals as outlets for publishing
research that focuses on international dimensions of marketing; to
identify the characteristics of scholars publishing international
marketing articles in such journals; to evaluate the methodological
content of these international marketing‐related articles; and to
establish trends regarding the evolution of the international
marketing field from the standpoint of leading mainstream journals.

II. REACTION
International market research is a key piece of successful export
planning. It is important to critically review and assess demand
for your product, as well as factors related to a given export
destination. The information will maximize your company’s efforts
while keeping the export plan cost and time-efficient. 

III. REFLECTION
 Marketing usefulness or relevancy is linked to need you need to
consider the needs of your specific audience for instance you may
ask question that pertain to different stakeholder group such as how
manager can optimize their digital media expenditures, how
consumers maximize their welfare in the context of information
overload, how government can implement nudges that promote
citizens willingness to vaccinate. Blogs are great content marketing
platform for brands because they’re relatively easy to set up easy for
audience to discover via search and have a long tail in terms of
remaining viable for future customer. Another easy to activate
content marketing method is social media, brands interrupt the
user’s experience when scrolling.

IV. RELATED TO THE FIELD OF WORK

The objective is to make profit by selling products or services.
International marketing is trading of goods and services among
different countries the procedure for marketing, the planning and
executing of price, promotion and distribution of products and
services. Service Company generates revenue by trading on services
and not on physical commodities a transportation rental company is
the best example of service company. Business operate in global
economy that require specific marketers to understand consumer
behavior. International marketer are business professional who
create brands that appeal to foreign consumer, conduct market
research in different countries, and invest in various advertising
channel.
REFERENCES
https://www.emerald.com/insight/content/doi/10.1108/02651331011076563/
full/html
https://www.trade.gov/international-market-research#:~:text=International
%20market%20research%20is%20a,plan%20cost%20and%20time%2Defficient.
I. Industry type, culture, mode of entry and perceptions of
international marketing ethics problems: A cross-cultural
comparison

II. ABSTRACT
The authors investigate the differences in ethical perceptions
of Australian and Hong Kong international managers. Ethical
perceptions are measured with respect to different industry
types, cultures and modes of entry into international markets.
Mode of entry refers to how firms select to enter foreign
markets. Modes of entry include: exporting (indirect or direct),
contractual methods (licensing and franchising) and via direct
foreign investment (joint ventures and wholly-owned
subsidiaries). It was determined that culture and mode of
entry have a significant effect on the perception of ethical
problems.

III. REACTION
With faster communication, transportation and financial
flows, the world is rapidly increasing. Cultural differences can
affect entry strategy decision such as the choice of the target
country market, the choice of candidate product and its
adaptation to foreign market.

IV. REFLECTION

Culture is defined simply as the learned distinctive way of life

of a society. Each country has own traditions, cultural norms
and taboos. When designing global marketing strategies,
companies must understand how culture affect consumer
 reaction in each international markets. In turn they must also
understand how their strategies affects culture. The most
important reason to understand cross cultural communication
is to improve relations with the diverse group of people we
encounter. If left ignored, communication differences will
inevitability leads to various types of miscommunication which
may lead, in turn, to conflicts and cause uncertainly.

V. RELATED TO FIELDS OF WORK

The difference in approach may explain why certain Asian

negotiators, whose negotiating goal is often the creation of a
relationship, tend to give more time and effort to negotiate
preliminaries. In cross cultural negotiation, one should always
try to apply the method of principled negotiation. This require
separating people from the problem and focusing on their
interest.

VI. REFERENCES

https://www.slideshare.net/AbdulBasid1/cross-cultural-
issues-in-international-marketing
https://link.springer.com/article/10.1007/BF00876258
I. Flavored Alcoholic Beverages: An International
Marketing Campaign that Targets Youth

II. ABSTRACT
Flavored alcoholic beverages (FABs) were first
introduced into the alcohol market in the early 1980s in
the form of wine coolers. FABs are sweet, relatively low
alcohol content beverages that are designed for “entry-
level” drinkers. The alcohol industry has introduced new
products and production methods to expand the
category's popularity. Research suggests that they are
popular with underage drinkers, particularly teenage
girls, and that the industry uses marketing practices that
appear to target youth. FABs are now marketed
globally, and their production and marketing vary by
country based on national regulatory restraints. In the
United States, industry representations that the
products are malt beverages for regulatory purposes
appears to violate many state laws because the alcohol
in the FABs is derived from distilled spirits.
Recommendations for regulatory reform, including new
legal definitions of FABs, increased taxes, and
restrictions on availability, are applicable at both
national and state levels.

III. REACTION
This study targeted the teen age , in the Philippines
must of the heavy drinkers are highschool and up to
colleges, there are some places that full of bars like in
BGC Makati where famous because of its expensive bars
and alcoholic drinks. For this campaign will be a popular
 because some of the teens are not heavy drinkers so
they perfectly fit for these type of alcohol drink.

IV. REFLECTION
 Moreover, alcohol companies capitalize on their well-
established distilled spirits brands by extending those
brands to the FAB market. For example, Smirnoff Vodka
shares its brand name and logo with the FAB Smirnoff
Ice . Ambiguity about what constitutes a FAB makes it
likely that youth incorrectly categorize many brands
and, therefore, that existing estimates of FAB
consumption are inaccurate.

REFERENCES

https://www.researchgate.net/publication/
7595306_Flavored_Alcoholic_Beverages_An_Internatio
nal_Marketing_Campaign_that_Targets_Youth
https://link.springer.com/article/10.1057/
palgrave.jphp.3200037