Lucia Rodrguez Sotero A01150565 International Marketing

Fecha de entrega: 7/02/13

How demography and geography affects international marketing as uncontrollable variables

Today, the major challenge for businesses is to understand the need to have to operate the company in different international environments, influenced by specific variables, as these may vary from country to country. These variables characterized to be uncontrollable, affects significant all the processes in the International Marketing, and even higher marketing mix. International Marketing is related to the broader study of international business but serves special attention as a discipline because the strategies that make possible the change process and development of business relationships in foreign markets are complex and can differ in a big scale from those encountered in domestic marketing. Related areas such as international trade and international economics contribute to the development of the theory and practice of international marketing. (Brady, 2011) Uncontrollable variables act as constraints or barriers to the managers and the way they take decisions about products and services, it changes the perspective of decision makers because establish limitations and raises challenges in the variables we can control. The problem with uncontrollable variables is that we cant predict what will happen and how those affect our marketing strategy. Also we cant know exactly the size of the impact in the other elements of our strategy. At this time we will focus in two variables which are demography and geography. First at all, we have to know the exactly meaning of these concepts; demography is the study of people's vital statistics, such as age, race, ethnic origin, educational attainment, employment status and the place of origin. Moreover geography includes territories such as nations, states, regions, countries and cities. These two terms are a way to segment our market.

Lucia Rodrguez Sotero A01150565 International Marketing

Fecha de entrega: 7/02/13

Geographic segmentation consists: Region: by country, state or city Size of metropolitan area: according to size of population Population density: often classified as urban, suburban or rural Climate: according to weather patterns common to certain geographic area

Demographic segmentation consists: Age Gender Family size Generation: baby-boomers, generation x Income

The main demographic force that businesses should be aware of is the population as they are people who make up the market. First it is important to know the size and growth of the population by countries, regions and cities, analyzing the distribution by age and ethnic mix, by educational level, by family patterns and regional characteristics and movements of the population. (ProMxico, 2010) The important issue is that both demography and geography influences in all the marketing mix, requires us to develop market research to better understand our target market. Although we have clearly which is our target market, this may change according to the geographical area or by site characteristics. Specifically marketers will adapt marketing programs to fit the needs of individual geographic areas, localizing the products, sales effort to geographic differences in needs and wants. Also to develop a better marketing strategy marketers will also study the regional characteristics and aspects of climate as factors of geography segmentation. We have to put effort in understanding the constantly changes of demography and geography, and if we know all the characteristics of all the market, not only our target market, then we will identified in a better way tips in how to get the consumer, then we can evaluate our methods comparing by geographic areas, and discover how much it changes entire the marketing communication.

Lucia Rodrguez Sotero Fecha de entrega: 7/02/13 A01150565 International Marketing One of the challenges that managers may face is the impact of their decisions influenced by uncontrollable variables, that is why we must study the market based on these variables, identifying as important factor in order to have and maintain competitive advantage If businesses consider as relevant topics the uncontrollable variables then they will satisficed better the needs of their target. Also you should study the entire profile of the people who live in certain area, in order to know how to sell your product.

Sources consulted
Barron's Educational Series. (2013). AllBusiness. Retrieved Febrero 4, 2013, from http://www.allbusiness.com/glossaries/geographic-segmentation/49464681.html#axzz2KA6pu9y4 Brady, D. L. (2011). Essentials on International Marketing. New York: Sharpe Inc. Internet Center for Management and Business Administration . (2010). Net MBA. Retrieved Febrero 6, 2013, from http://www.netmba.com/marketing/market/segmentation/ ProMxico. (2010). Mercadotecnia Internacional. Mxico.