Comparison of Marketing: International and DomesticAustralia and the United StatesAs defined by the American Marketing Association, "Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and to manage customer relationships in a way that benefits the organization and its stakeholders” (AMA, 2004). The definition applies to any product, business company… in any target country. Marketing is the core of any business Commercial. Two fundamental functions arise from marketing: 1) retaining and sustaining the current customer base and 2) developing new and/or improved relationships with customers. Focusing on these two aspects is the essence of marketing , who, how and when... surrounding the product, service or idea... develops and derives from marketing ideas and concepts Marketing is a process, a plan developed to identify, predict and satisfy the customers' needs and desires... regardless of the product or service, the company or the country. Whether the market is national or international, marketing activities are essentially the same; however, it must be adapted to the unique characteristics of the product and the destination country. Cultural Influences Understanding the tenets of culture as well as individual cultural diversity and similarities of target locations allows marketers to recognize that a standardized strategy will never achieve an entire global strategy. market. Marketers must recognize cultural differences and similarities in goals, strategies and communication with international markets, as different values, attitudes and purchasing behaviors exist. Australia is a compassionate and open-minded society, a nation built by people from very different backgrounds. Vietnam, China, Greece and the United Kingdom are among the top 10 countries where Australians have emigrated. Just like the United States, Australia is a mosaic of many nationalities. Cultural diversity has become a cornerstone of Australian national identity. Cultural diversity in Australia is attributed to the fact that 90% of the population lives in urban areas, resulting in exposure to many different forms of thinking, acceptance and educational opportunities. By comparison, 80% of Americans live in metropolitan areas (United States of America, 2007). Australians tend to be proud of their heritage as they see themselves as a nation that convicts and works in a wealthy, educated and democratic society where convicts and workers live. a callous and harsh land (Commonwealth of Australia, 2007). This resonance will not accept antagonistic, flashy, or arrogant behavior… socially or in work environments. Most Americans are patriotic and consider their country a guardian of democracy and freedom (United States of America, 2007).