INTERNATIONAL MARKETING

Unit I
Definition of International Marketing, International Dimensions of Marketing, Domestic
v/s International Marketing, Process of Internationalization, Benefits of International
Marketing. Political Environment- Political Systems, Political Risks, Indicators of
Political Risk, Analysis and Measures to minimize Political Risk. Legal Environment-
Legal Systems, Legal Form of Organization, Multiplicity of Legal Environment, Bribery,
Branch v/s Subsidiary, Counterfeiting, Gray Market. Cultural Environment- Culture and
its Characteristics.

Unit II

Marketing Research, Marketing Information Sources, Marketing Information System, Market

Analysis, Foreign Market Entry Strategies – Exporting, Licensing, Joint Ventures, Strategic
Alliances, Acquisitions Franchising, Assembly Operations, Management Contracts, Turnkey
Operations, Free Trade Zones

Unit III
Product Policy and Planning- Product Design and Standardization, Developing an
International Product Line, Foreign Product Diversification, International Branding
Decisions, International Packaging, International Warranties and Services. International
Pricing Strategy- Role of Pricing, Price Standardization, Pricing Decisions,
Price Distortion, Transfer Pricing, Counter Trade, Terms of Sale, Methods of Financing and
Means of Payment, International Channels of Distribution – Channel Members, Channel
Management, Retailing in International Scenario, International Physical Distribution

Unit IV
International Promotion Strategies- Promotion Mix, Promotion and
Communication, Personal Selling, International Sales Negotiations, International
Advertising – Patterns of Global Advertising, Global Advertising Regulations ,
Advertising Media, Standardized International Advertising, International
Organizational Control

SUGGESTED READINGS
1) Onkvisit .S,Shaw.J - International Marketing (Pearson, 3rd Ed.)
2) Cherunilam F - International Trade and Export Management (Himalaya, 2007)
3) Varshney R.L, Bhattacharya B - International Marketing Management (Sultan Chand &
Sons, 9th Ed.)
4) Czinkota - International Marketing (Thompson, 8th Ed.)
5) Cateora Graham - International Marketing (TMH, 10th Ed.)
6) Jain S. – International Marketing (Thomson)