THE COMPETITIVE POSITION ABROAD OF PRODUCTS AND MARKETING PRACTICES OF THE UNITED STATES, JAPAN, AND SELECTED EUROPEAN COUNTRIES

Abstract

Introduction Growing internationalization during the past three decades has become one of the most pervasive influences in business today. This is true for both the export manager responsible for positioning a firm's products in various foreign markets and for the marketing executive responsible for managing the competitive interaction of a firm's products with foreign products in a particular domestic market. As a consequence, the impact of national boundaries on the marketplace has continued to diminish. To compete successfully in this broad arena, marketing managers must have a thorough understanding of, and empathy for, the different needs and preferences of consumers in the various markets within which a firm interacts. Consumer attitudes toward both products and the related marketing practices naturally have a major influence on purchase behavior. In addition, consumer attitudes toward products from different countries can be a major factor in determining successful marketing strategies. We will present here a longitudinal analysis of the general attitudes of consumers in a foreign country, Finland, toward the products imported from the United States, japan, and selected European countries. We will also compare these consumer attitudes toward various dimensions of the related marketing mix strategies. It should be noted that the methodology for analyzing export opportunities is applicable by any company for any foreign country.

Citation

Darling, J.R. and Arnold, D.R. (1988), "THE COMPETITIVE POSITION ABROAD OF PRODUCTS AND MARKETING PRACTICES OF THE UNITED STATES, JAPAN, AND SELECTED EUROPEAN COUNTRIES", Journal of Consumer Marketing, Vol. 5 No. 4, pp. 61-68. https://doi.org/10.1108/eb008239