Marketing management notes

International Marketing

The definition of international marketing:-
"International marketing is the performance of business activities designed to plan, price, promote and direct the flow of company's goods and services to customers or users in more than one country, for profit."
The only difference in the definitions of domestic marketing and international marketing is that marketing activities take place in more than one country. This difference accounts for the complexity and diversity found in international marketing operations.
Marketing concepts, processes and principles are universally applicable and the marketer's task is the same whether doing business in a developed or a developing country.
Business goal is to make profit by promoting, pricing and distributing, products for which there is a market.
The complexity of foreign marketing comes from the range of unfamiliar problems and variety of strategies necessary to cope with different levels of uncertainty encountered in foreign markets.
Competition, culture, government controls, climate, the consumers and the uncontrollable factors frequently influence the profitable outcome of good marketing plans.
The marketer must adjust or adapt to those uncontrollable factors by molding the controllable elements of marketing decisions (the 4Ps) within the framework of the uncontrollable elements of the market (competition, politics, culture, technology etc) in such way that marketing objectives are achieved.
Although marketing principles and concepts are universally applicable, the environment within which the marketer must implement marketing plans change dramatically from country to country or region to region.
References:
Catorea and Graham, International Mar ...
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