What is International Marketing? Introduction to International Marketing.

International marketing is simply the application of marketing principles to more than one country. International marketing refers to the marketing activities performed for the purpose of doing buseness at international level. International marketing is very similar to domestic marketing but differs from the latter on the basis of implication of the firm’s marketing plans. Under international marketing, the firm is not limited to the national boudries. This requires the marketing firms to consider trade policies and trade practices of various countries, governing business in the international markets. What is International Marketing? “At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe”. --Doole and Lowe (2001) .

“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”. Cateora and Ghauri (1999) “International marketing is the application of marketing orientation and marketing capabilities to international business”. ----Muhlbacher, Helmuth, and Dahringer (2006)

. experience and products globally and upon adapting to what is truly unique and different in each country. Johansson (2000) Note: Jonny K. So. managers concentrate on product markets. and Dahringer (2006) Note: Muhlbacher et al delineate international marketing (adapted) and global marketing (standardised). . These lessons will assume that both terms are interchangeable. corporate overview to define the transnational nature of global marketing. The result is a global approach to international marketing. Global/transnational marketing focuses upon leveraging a company's assets.e. groups of customers seeking shared benefits or to be served with the same technology. and will define international marketing as follows: . that is. and there could be some confusion about where international marketing begins and global marketing ends.“The international market goes beyond the export marketer and becomes more involved in the marketing environment in the countries in which it is doing business. Muhlbacher. that is. more of an extension. Helmuth. there is no single definition of international marketing.” ----Keegan (2002) What is Global Marketing? Global marketing refers to marketing activities coordinated and integrated across multiple country markets. Keegan (2002) Note: Keegan takes a strategic. . the differences due to the physical location of customers groups. as with many other elements of marketing. emphasizing their similarities regardless of geographic areas in which they are located. Rather than focusing on country markets. Johansson defines global marketing as a bigger brother to international marketing i.

J. International Edition. form the basis of international trade. IMPORT TRADE An import is any good (e. tariffs and trade agreements. Thomson Learning. Local Marketing. Muhlbacher. Johansson. usually one year . R. International marketing is often not as simple as marketing your product to more than one nation. along with exports. Imports. International Marketing.. a commodity) or service brought in from one country to another country in a legitimate fashion. (2006). Helmuth.International marketing is simply the application of marketing principles to more than one country. and Global Management.[8] Tailoring your marketing strategies to attract the specific group of people you are attempting to sell to is highly important and can serve the number one cause of failure or success. and Ghauri. (1999). and Dahringer. Import of goods normally requires involvement of the customs authorities in both the country of import and the country of export and are often subject to import quotas. Cateora. and Lowe. typically for use in trade. P. and customs in the market they are approaching. (2001). The macroeconomic variable I usually stands for the value of these imports over a given period of time. ideals. 3rd Ed.R. Thomson. L. An import in the receiving country is an export to the sending country. International Marketing . (2000).N. Development and Implementation. When the "imports" are the set of goods and services imported. H. It is a good that is brought in from another country for sale. McGrawHill Publishing Company.K.[8] Companies must consider language barriers. International Marketing Strategy Analysis.. I. Global Marketing . Bibliography Doole. L. Johansson.Foreign Entry.g. [1] Import goods or services are provided to domestic consumers by foreign producers. P. European Edition. 3rd Ed. "Imports" also means the economic value of all goods and services that are imported.A Global Perspective.

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