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IM UNIT I

IM UNIT I

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Published by fitmbanotes

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Published by: fitmbanotes on Oct 01, 2010
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10/01/2010

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10/01/10archna sukhija (lecturer-IB)
1
INTERNATIONALBUSINESS
UNIT I(OVERVIEW OF INTERNATIONALBUSINESS AND FRAMWORK OFINTERNATIONAL MARKETING)
 
archna sukhija (lecturer-IB)
2
10/01/10
Definition
Kotler defines marketing as “human activitydirected at satisfying needs and wants throughexchange process.”
To be more explicit, “Marketing means workingwith markets, which, in turn, means attempting toactualize potential exchanges for the purpose of satisfying human needs and wants.”
 
archna sukhija (lecturer-IB)
3
10/01/10
Contd.. (1 of 2)
International Marketing can, therefore, be definedas “marketing carried on across national boundaries.”
According to Hess and Cateora, internationalmarketing is “the performance of business activitiesthat direct the flow of goods and services toconsumers or users in more than one nation.”

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