INTERNATIONAL MARKETING

By Y. Rama Devi

International marketing definition 

³The performance of business activities designed to plan, price, promote and direct the company¶s flow of goods and services to consumers or users in more than one nation for a profit´

International marketing environment

Importance

± ± ± ±

Keep pace with competition Reach a larger market Reap higher profits Prolong the lifecycle of the products

Drivers of International Expansion 
    

Competition Regional Economic and Political Integration Technology Improvements in Transportation and Telecommunication Economic Growth Converging Consumer Needs

Firm specific drivers

Intro

Growth

Maturity

Decline

Sales

Sales Profits

Obstacles to Internationalization 

 

Self reference criterion Government barriers Barriers imposed by international competition

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