Introduction to International

Marketing

Diksha Bedekar
What is International Marketing?
 International marketing is simply the application of
marketing principles to more than one country.
However, there is a crossover between what is
commonly expressed as international marketing and
global marketing, which is a similar term.
 International Marketing is the performance of business
activities that direct the flow of a company's goods and
services to consumers or users in more than one
nation for a profit.
 International marketing (IM) or global marketing refers
to marketing carried out by companies overseas or
across national borderlines
Domestic Marketing
 Research data is available in a single language
and is usually easily accessed
 Business is transacted in a single currency
 Head office employees will normally possess
detailed knowledge of the home market
 Promotional messages need to consider just a
single national culture
 Market segmentation occurs within a single
country
International Marketing
 Research data is generally in foreign languages and
may be extremely difficult to obtain and interpret
 Many currencies are involved, with wide exchange
rate fluctuations
 Head office employees might only possess and
outline knowledge of the characteristic foreign
markets
 Numerous cultural differences must be taken into
account
 Market segments might be defined across the same
type of consumer in many different countries.
Challenges for International
Marketing
 Political And Legal differences
 Cultural Differences
 Economic Differences
 Currency Differences
 Language Differences
 Trade Restrictions
 High cost of distance
Reasons for Marketing abroad
 Economy
 Existence of lucrative(Profitable) markets
in foreign countries
 Saturated markets in the home country
 High R&D costs
 International opportunities
 Less competition
 New trade agreements
 Expansion of the Business activity
 Domestic Recession
 Monopoly Power
 Strategic Vision
 Govt. Policies and Regulations
Pillars of IM
 Global economic conditions

 Enhanced political conditions

 Better technology connectivity

 Better relations across the nation

 International Stages

• Domestic Market
Domestic • Where the origin of the company is in the domestic market
Company

• Where the only strategy is the Extension.

• Marketing mix which are developed for the home market
are extended into foreign market
International
Company

• Being present in many countries

• Where the co formulates the unique strategy for each of
Multinational the country.
Company
Driving forces of Int Marketing
 Collection of information
 Promotion of the products
 Negotiation with the customers
 Ordering
 Managing Inventories
 Risk Bearing
 Delivery of Goods( Time, Place)
 Payment collection
 Title Transferring
Pre-Export Requirements
 Setting up an appropriate business
organization
 Choosing appropriate mode of operation
 Naming the business
 Selecting the product
 Making effective business correspondence
 Selecting the markets
 Selecting prospective buyers
 Selecting channels of distribution
 Negotiating with the buyers
 Processing an export order
Registration of Exporters
 Registration with Reserve Bank of India
(Prior to January 1st 1997)
 Registration with Regional Licensing
Authorities (obtaining IEC code no)
 Registration with Export Promotion
council(in order to get the
benefits/concessions)
 Registration with sales tax authorities(as
sales tax is not applicable for exports)
Thank You!