Question

What are the effects of international operations on marketing strategies and the four ps of marketing?

Answer 1

Everyone who has studied marketing has been introduced to the 4 P’s of the Marketing Mix, which are Product, Promotion, Place, and Price. These 4 P’s were originally presented by E. Jerome McCarthy, an American marketing professor and the author of the influential textbook Basic Marketing: A Managerial Approach.

The 4P’s have served as the cornerstone of modern marketing for the past century. In a nutshell, the 4 P’s are the core concepts for creating the right product at the right price in the right place with an effective promotion.

The idea of 4 Ps of marketing has undergone expansion at various levels with more Ps added by many marketing gurus and experts. There is even a 4C concept floated. However, the 4Ps offer an effective platform for creating the basic marketing foundation.

Inspired by the 4 P’s, I create a new set of 4 P’s for global content marketingfor my book, Global Content Marketing: Plan, Produce, Promote, and Perfect.

There are many challenges that marketers have to deal with while globalizing content. Global content marketing involves dealing with local language and culture which can prove to be tricky in some situations. Asian markets can be the perfect example where the homogeneous advantage that American markets offer is clearly missing. That’s why it is crucial to identify the challenges of scaling content globally, both internally and externally.

In content marketing, it is the words that evoke emotion. When language is a barrier, building emotional connections with your audience can pose more than basic challenges. Also, idioms that have a certain meaning in one country can have an entirely different meaning in another country.