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Marketing can be described as a set of processes that are undertaken by an organization to create, communicate and add value to the products that the organization deals with (Kotler, Philip, Keller, and Lane, 2005). Marketing aims to create awareness and a relationship with the customers in a manner that will be beneficial to the organization and the stakeholders. Marketing does exist as an activity of an organization, and it is ever-changing by new trends and technology in the field. As Kotler, Philip, Keller, and Lane (2005) note, in style marketing represents the way the society develops, and it is dynamic as it is ever going through changes. It offers new products and services to customers using new techniques and communication media. The marketing business is big and always growing. According to the American marketing association (AMA), marketing is whereby planning and carrying out the processes of promotion, pricing, and distribution of marketing ideas, services, and goods are undertaken to create sales that do satisfy the organization’s objectives (Kotler, Philip, Keller, and Lane, 2005).
International and Domestic Marketing Comparison
Marketing is one of the most fundamental elements for success for any business organization. For this case, an organization needs to have a marketing department in which will gather and analyze the market into which the organization is to distribute its products or services.
International marketing ensures that countries dispose of their excess produce and in turn purchases what they do not produce from other countries. For this case, the relationship between two countries is enhanced as a result of the two countries trading together. Different countries apply different marketing strategies in ensuring their excess produce is marketed and sold to other countries. This paper will compare and contrast the marketing of Kenya and the United States.
Marketing in Kenya
Kenya being a developing country specializes mainly in agricultural produce. The country is located along the Indian Ocean and it is in the East of Africa. The economic status of the country is low, however; the country’s economic growth is rising after a new political government was elected in the year 2002.
Unlike in the United States where most of the marketing strategies are online, Kenya being a developing country just specializes in the traditional way of marketing. They rely on commercial attaches working under the foreign affairs department to market their products internationally. In such case, these attach work hand in hand with high commissions in foreign countries in identifying countries where the country can market its products.
The favorable climate in Kenya ensures the country always gets good yields as far as coffee, tea and other crops such as horticultural products are concerned. Most of their agricultural produce is exported to European countries, Middle East, and even to the United States.
The peace and stability of a country are very important as far as international trade is concerned. However, Kenya has been enjoying a favorable and stable political ground more so since the newly elected government came to power four years ago. Many countries have enjoyed peace and stability in the country thereby marketing of agricultural products from Kenya has been promising.
Marketing in the United States
The United States is one of the most developed countries in the world has been using the most advanced strategies in marketing their produce. Unlike Kenya that has been specializing in marketing agricultural products internationally, United States has specialized in producing electronic goods and other machinery which are marketed and sold to other countries in the world.
The country has enjoyed a peaceful and stable political government over the years this has ensured that international trade with other countries favorable. Although the September 11, 2001 attack that shock the country indeed affected the economic influence of the country; everything has now stabilized. Since then, the country has beefed up security countrywide and there are no chances of such terrorist activities occurring in the country any longer. This has made marketing of goods and services in the United States and the countries GDP has continued to rise steadily.
The United States and Kenya being on two different statuses as far as development is concerned, marketing in these two different countries is different. Whereas the United States is regarded as a developed nation, Kenya is usually in the category of developing countries. However, the common marketing feature in the two countries is that the market they produce internationally.
Since the United States is developed even as far as technology is concerned unlike its counterpart Kenya, most of its marketing is carried out online. Both domestic and international trade most of them are transacted online unlike in Kenya where they use the traditional way of trading which is the direct sale where a buyer visits the seller.
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Kotler, Philip, Keller and Lane (2005): Marketing Management; Prentice Hall, New York.
Mark, D. (2001): Principles and Practice of Marketing; 3rd Edition of Chartered Institute of Marketing, Washington, U.S.