INTERNATIONAL MARKETING

Features and facets

Presented by
Urvish Prajapati
Published In

 MARKETING MASTERMIND

 July 2009

R Harish- faculty member – ICFAI

business school

 Akshita
Verma – officer - TESCO
Hindustan service center
Meaning

“sellingof good
and services to
consumer in more
than one country”
Importance

 Dramatic reduction in the barriers to trade

 Investment across the nation

 Homozinisation of customer behavior

 Life style

 Technological development
Steps in the transition from domestic to
global market

 Domesting marketing

 Export marketing

 International marketing

 Global marketing
Strategic orientation

 Domestic market extension orientation

 Multidomestic marketing orientation

 Global market orientation

Four pillars for growth of IM

Political
Technolog Personal
Global integratio
ical contacts
Economic n across
integration connectivi
Among nations
ty
nations
Revenue by International Marketing

Examples

 Intel
and Coca-Cola revenue is 75% from
other country

 Hewlett-Packard(HP) and City group revenue

is 60% from other country

 GeneralElectric, Ford Motors and Apple

Revenue is 40 to 50% from other country
Environment

●
Firms characteristics
Controllable ●
R&D
elements ●
Product, Price, Promotion,
●
distribution

Uncontrolla ●
Political, legal and economical competitive

ble ●

●
climate
Political and economical relationship
Environment of foreign company market
elements
Factors to consider before going
international
 Marketing environment like
physical environment(resource, topography, climate)
Economic environment (Population, industry
structure, stage of development)
Political environment(advertising
restriction,tarrif/non terrif barriers, rules and
regulations)
cultural environment(language, behaviour, attitudes)
Cont…

 Risk factors like

Stability of government, protection of property,

stability of currency etc

 Market potential

 How to enter
Important issue

 Selecting the channels of distribution

Direct
Indirect

 Selecting the modes of transportation

Market location, Speed and Cost

Problems Associated with IM

 Long wait for gains

 Modification to product or packaging

 High-Level of Resource allocation

 Delay in receipt of payment

 Adjusting to local requirement

Conclusion

 While international marketing involve

same kind of decision making and
operaton activities as in domestic
marketing, the scale and context are
entirely different.
 International marketing required proper
co-ordination and integration of activities
across different countries.
Thank you