The International Marketing

Imperative
Chapter 1
What is International Marketing?
The process of planning and conducting transactions
across national borders to create exchanges that
satisfy the objectives of individuals and organizations.
Simple Definition of
International Marketing
International Marketing is the performance of
business activities that direct the flow of goods and
services or ideas to customers or users in more than
one country for a profit.
How international marketing is
different form domestic marketing?
Countries are different and international markets are
the set of macro-environmental factors (different
laws, cultures, demographics, religion, beliefs and
values).
The range of problems confronted by a manager in
an international market is wider and more complex.
International marketing must find ways to work within
the limits imposed by government intervention in the
international trade and investment system
Also, international transactions involve converting
money into different currencies.
International Marketing
Questions
How will my idea, good, or service fit into the international market?
How can marketing contribute to economic development and
improvement of society?
Should I obtain my supplies domestically or from abroad?
What marketing adjustments are or will be necessary?
What threats from global competition should I expect?
How can I work with these threats to turn them into opportunities?
How can we get the price mechanism to work?
What are my strategic global alternatives?
World Trade Importance
World trade has grown from $200 billion to more than $7 trillion
in the past three decades.
The Iron Curtain is gone and capitalism has replaced the old
economic doctrines.
Free flow of goods, services and information
Firms invest on a global scale.
Cross-sourcing has made production much more efficient.
Sharing of new technologies have changed the way we do
business
Increasingly more difficult to define where products come from.
New trading blocs are emerging.
Global Linkages
Global linkages bind countries, institutions, and
individuals more closely than ever.
World trade opens up entirely new business horizons.
Meeting International
Challenges
New strategies need to be envisioned
New plans need to be made
The way of doing businesses needs to be
changed
Governments, firms, and individuals need to
respond aggressively with innovation, process
improvements, and creativity

To become successful an
international marketer needs:
An awareness of global developments
An understanding of their meaning
An adaptation to the environment
Strategic Marketing
Marketing Managers Task
To plan and execute programs that will ensure a
long-term competitive advantage for the company.
Marketing Managers
Supporting Tasks
Determine the specific target markets.
Manage the marketing mix in order to best satisfy the
needs of individual target markets.
Marketing Management
Place
Distribution
Policy
Price
Pricing
Policy
Promotion
Communication
Policy
Product
Product
Policy
Target
Market