INTERNATIONAL MARKETING

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Table of Contents
Introduction................................................................................................................................3

An understanding of how marketing contributes to business strategies in an international

context....................................................................................................................................4

Evaluation of entry to a selection of international markets and definition of the key success
factors...................................................................................................................................10

How elements of the marketing plan can be adapted or standardised across international
markets.................................................................................................................................16

An understanding of how to organise and evaluate international marketing efforts...........20

Conclusion................................................................................................................................25

References................................................................................................................................26

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Introduction
The largest international retailer in Britain with offices in Westminster, London is Marks &
Spencer. It was originally formed in 1884 by Thomas Spencer and Michael Marks. It is a
renowned multinational company and is a member of the FTSE 100 index and shares on the
London Stock Exchange (Bradley, 2009). In specific, the company offers home goods,
clothing and goods for premium food. In November 2008, it also introduces popular branded
items such as Kellogg's Corn Flakes. The finest M&S refrigerator and home appliance and
extremely tasty food around the globe were promised (M&S, 2020). The corporation planned
to promote its business in Europe, the Middle East and Asia in its physical shops and online
shop.

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An understanding of how marketing contributes to business strategies in an
international context
Concept, Benefit and Scope of International Marketing

International marketing applies to the marketing mechanism by which advertisers move

across their business countries' national boundaries or places. The authority of a nation
imposes certain laws and administrative rules on the movement of goods to the other country,
such as movement transit, border licences, visa issuance, export legislation and regulatory
actions, etc. International marketing has now evolved internationally into digital marketing
through digital blessing (Bradley, 2009). In this context, digital marketing is gaining
popularity through wireless networks as global marketing. The Research and Technology
methods to marketing systems such as marketing blends, 4P concepts, etc. are preserved.

In this new and globalised world, foreign marketing advantages are beyond definition.
Globalisation has made our lives and practises easy such as connectivity, industry,
transactions of income, exchanging of capital, etc. The advantages of foreign marketing
include various innovations in several countries such as the growth of infrastructure, housing,
immigration and emigration (Mayrhofer, 2012). It encourages us to deliver more goods,
better treatments and better care for doctors worldwide. As foreign marketing in recent years
primarily involves Internet marketing, the company approach has been very cost-effective.

Nationally and internationally, international marketing has a wide variety. Indeed,

international marketing is global marketing for diverse goods such as cosmetics, research,
education, food, medications, clothes, embellishments, healthcare and other viewpoints. It has
expanded internationally and people can now participate in profit generation internationally.
Before ever, it made life better.

Levels of International Marketing

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 Figure 1: Levels of International Marketing (Bradley, 2009).

Domestic marketing

Domestic marketing takes place on the frontiers of one county. There are too many nations
around the world that have legislatures in states or county regimes. One state can buy goods
from the same nation into another state. They supply their own manufactured goods for profit
within their borders. In general, small companies such as the supermarket industry,
convenience store, enterprise or corporation with their boundaries functionalised domestic
marketing.

Export Marketing

The marketer markets its business and goods through this marketing system internationally
or in other countries. Another county provides or delivers goods to one country's corporate
jurisdiction. In the country, it is getting more lucrative for sellers to develop genius business
careers. Mark & Spencer is an internationally accredited export corporation (Mayrhofer,
2012).

International marketing

International marketing is now being online marketing internationally with the blessing of the
online. International marketing is thus becoming popular via Internet connexion as global
marketing. The marketer expects to advertise his company worldwide. Mark & Spencer is a

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multinational distribution firm that produces globally renowned goods for clothes, food,
home appliances and branded products.

Global marketing

Global marketing is a related consideration for international marketing that is not targeted at
any single region, while international marketing seeks to sell their goods through their nations
(Bradley, 2009). It can be characterised that the tourism business is worldwide marketing
where the marketer does not want the citizens of a certain country to visit their own countries
and benefit from them.

Significant in selecting the appropriate international market

For an organisation that wishes to join the world economy, the option of the right foreign
market is important. Firstly, choosing the right market assists firms in creating messages that
cater to them in particular. Secondly, the correct option of the market concentrates on the
potential of the sector (Bradley, 2009). Thirdly, selecting the best market lets the organisation
meet the desired audience. The best market choice would be cost-effective investment tactics.
Lastly, if a corporation will pick the best competition, the firms can succeed effectively.

Different routes to market products internationally

Various routes for selling goods are addressed and analysed in an international context as
follows:

Initial Study

First of all, consumer wishes and desires and transactions habits, like Marks and Spencer.
Why people like to buy, where to buy, where to find items, for example. The corporation
would then assess its budget and the capacity to produce goods to the target and prospective
clients. The organisation picks routes depending on the finding.

Direct Sales

The way the goods are specifically sent to the target and prospective buyers is by direct
marketing. There are also no intermediaries on this path between the sellers and buyers
(Schmidt and Wülfert, 2010). The key benefits of this root are dynamic goods that help to

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develop personal relationships and engage the customer with the brand. Yet this path needs
additional personnel and more expenses. It also needs time.

Wholesale

This is the way to market the goods to a wholesaler, reseller or manufacturer who then stocks
them. It is one means of exporting vast volumes of goods at lower prices. It is also simple for
firms to easily change the goods. This eliminates the time and resources required on these
roads for the supply chain. However, the gross margin in this path is smaller. Furthermore,
this path will complicate sellers and buyers.

Distance Sales

This means that goods are distributed by direct mail via brochures and catalogues, web pages
and telemarketers to consumers remotely. This is the most affordable way to market goods to
foreign buyers (Bradley, 2009). This path is also ideal for repeat orders for the goods that
need to be repeatedly illustrated. But trust in brands and businesses via this route is very
difficult to create.

Online Sales

This means the distribution of goods online, such as via the internet, the advertisement of
businesses and the auctioning of eBay. This path reduces costs and funds the organisation 24
hours a day (Schmidt and Wülfert, 2010). This path also presents the prospect of reaching a
larger audience. This path can also be offered through a direct website. But building trust and
drawing on traffic is very difficult.

Channel Mix

The firms are marketing their goods to consumers on separate routes on these routes. For
example, Marks and Spencer will use their websites to merge direct sale from their stores and
online sales. This path offers better ways to draw and meet the public. This path also leads to
distribution tactics. On this lane, however, the management of multiple channels is difficult
for companies.

Mark & Spencer's finding of macro and micro analyses on the Chinese market
describes multiple obstacles and opportunities

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International marketing gives an organisation, both micro and macro-environmental causes,
some opportunities and obstacles. The microenvironmental variables directly impact
companies such as the efficiency of staff, employee relations, customer loyalty, the influence
of stakeholders, and engagement of suppliers and so on. These aspects affect the international
growth of corporations. International marketing offers some benefits to the sector, such as
shipping, telecommunications, logistics, networking, export and import, etc. Moreover,
foreign marketing is calculated by macro-economic and social effects on corporate success
from some macro-environmental influences, including greater powers from other countries or
firms (Bradley, 2009).

Opportunities

Marketing globalisation capabilities in the global business village are one of the most
significant resources foreign marketing provides to a company. The growth of marketing
helps the group to advertise its companies around the globe. Many major marketing
organisations have globally established their organisations through marketing development
(Czinkota, Ronkainen and Moffett, 2011). International marketing gives any company the
ability to advertise its industry internationally with its brand reputation. Brand reputation is
not confined to the boundaries of a region, it tends to expand marketing into a wider area of
the global market. Because the well-known brand stays at the forefront of the consumers'
inquiries on the internet, it makes search engines the company and the internet rank.

Challenges

In the conduct of your business, each company should find out its overview of the problems it
faces. The marketer knows his limits, shortcomings and problems with his companies. In
their executive operations, there are many forms of government challenges to companies such
as unfair taxation of the corporation (Schmidt and Wülfert, 2010). The foreign competition
from the marketer worldwide includes numerous barriers. The seller provides its consumers
with various facilities which can impact other companies' development.

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Evaluation of entry to a selection of international markets and definition of
the key success factors
The international market selection process includes several steps

Phase 1: Identifying international marketing goals

Firstly, export marketing goals must be developed by Marks and Spencer. It must also set
targets for maximising operations on the global market where its business wants to expand.
Marks and Spencer have SMART objectives to be developed in this case (Czinkota,
Ronkainen and Moffett, 2011). This requires specific, measurable, achievable, reliable and
time-consuming objectives.

Phase 2: Selection of country

Marks and Spencer should choose to develop the country as the international market. As
global marketing encompasses almost all developed countries in the world, it is targeted at
country launch by several business approaches such as franchising, licensing, direct export
and recruitment agents, ambassadors and representatives across the countries targeted
(Schmidt and Wülfert, 2010). In the targeted countries, the company establishes segments to
promote its business. The segmentation is made up of demographics that include gender,
religion, age, marital status, employment, income, colours and education, social classes,
creeds of the population, the reference group and the cycles of family life.

Phase 3: Preliminary Screening

For a company to enter an international market, several factors likeability in this market
sector should be taken into consideration. The marketer requires international standards such
as management capacity, financial capacities etc. to lead an international enterprise (Peter and
Olson, 2010). Before starting their business globally, Mark & Spencer adopted their
management skills as their primary functional activity. It guarantees the right working
environment and disciplines through strong management control in the industrial
environment. Any enterprise must consider its financial capital before beginning a venture.
Screening phase requires wages, the building of roads, processing of goods, the collection of
raw materials etc.

Phase 4: In-depth Screening

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Marks and Spencer should determine the environmental conditions of the global economy. In
certain parts on the world, Nature has its shades. That is why different countries in the world
have different environments than others. Climate encompasses various aspects such as global,
religious, legal and fiscal. Marketers would first be required to gain foreign marketing
expertise. It is very important to gain marketing expertise for entrepreneurs before choosing
the market. It contains ideas, marketing blends and marketing techniques of all sorts. The
corporation can also examine national conditions. Mark & Spencer also checked the items for
which customers also hunger through their creative managers. While this is an official
consideration as the foreign marketer chooses the market, it primarily has an impact on profit
for the company. That the corporation has to pay the government taxes and will only make
money for it (Peter and Olson, 2010). Mark & Spencer aims at fostering their company in the
distant corner of their current nations. This provides usually clothes, food, everyday needs,
makeup, and mode. They concentrated on new strategic formulas for the promotion of new
products in their company. But due to the company's recent results, they will adjust their
market plan.

Phase 5: Shortlisting of Market

Based on the findings of preliminary screaming and a thorough market review, Marks and
Spencer should list the foreign markets on which they plan. Moreover, Spencer and Marks
should make a shortlist of their goods and services' target market and consumer
segmentation.

Phase 6: Evaluation & Selection

To pick a foreign business market, Mark & Spencer managers must do so more times. Any
partnerships, building, manufacturing commodities, direct international companies etc. were
made and evaluated. Marks and Spencer will need to evaluate the scale, competitive value,
and development of the sector (Peter and Olson, 2010). The goal of the opening up of foreign
business lies behind all attempts and discussions. International business needs an assessment
of the scale of the companies, which applies to customers or investors, often retailers or
manufacturers of their goods. Size is defined in this regard before the foreign company is
started. Some criteria such as growth are specified in the choice of the international market
for entry. The recent history of global market growth needs to be estimated. The marketer
prefers the company that continues to expand (Czinkota, Ronkainen and Moffett, 2011).

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Phase 7: Marketing Research

The competition is checked at a smaller level in this phase. This means that Marks and
Spencer must first introduce their goods to a global market. Only a few weeks/months of
launch, consumers and the industry receive reviews.

Phase 8: Business development

Marks and Spencer could improve their development on a large scale after gaining input and
testing. It can then periodically conducts demand analyses and, if necessary, make small
adjustments in its goods.

There are several entry strategies like ownership strategies in the International Market

Figure 2: Different market entry strategies (Czinkota, Ronkainen and Moffett, 2011).

Entry Analysis

In the first step, an overview of the exiting and/or future market is necessary for the
international sector. The foreign company must first determine the scope of the market's
profits and revenues. The expense can then be measured, where the costs here include sales
costs, product prices and other costs involved with consumer delivery of goods. Next, the
corporation must assess the land and asset valuation (Peter and Olson, 2010). For
corporations to purchase properties or property on the global market, knowing property and
land values is important. First, the organisation can analyse the possible and current viability

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and how much benefit can be derived in future. Finally, corporations must recognise the
possible business threats for the organisation.

Exporting Approach

When a foreign firm wishes to sell companies on the world market, the firms should use
either overt export policies or indirect export policies for export policies. The organisation
will deliver directly to consumers by direct exports. The direct sale means here that in the
export chain there are no other parties. The marketer takes a range of steps towards entering a
foreign sector, including the most operating global marketing export. It is known as the best
way to become a global competitor. It is functionalised in two forms, indirect and direct.
Indirect export mechanism of goods is a domestic mechanism whereby laws and policies are
maintained by the company (Fifield, 2016).

Foreign Production

If a foreign firm wishes to export internationally, a range of techniques may be employed.

Licensing technologies could be the first technique. It will be very convenient for
multinational companies to enter into global commercialisation for the first time by using this
methodology of contracts (Fifield, 2016). Franchisees' market strategy can be rendered by
permitting the manufacture, fabrication, manufacturing, marketing of, and sales of the
original goods, by a well-known, international brand or by some kind of commodity, to a
home or abroad corporation. A proper example of franchisees worldwide would be Mark &
Spencer. This helps many firms in Germany and internationally to import and sell their
goods.

Strategies of possession

A foreign corporation may apply different techniques as ownership strategies. Three forms of
international partnerships, such as strategic international alliances, consortia and joint
ventures as cooperative arrangements, may be listed (Peter and Olson, 2010). The rest of the
advertisers are welcomed into the foreign sector through a joint venture. Firstly, a Joint
Venture Approach may be adopted that encourages the group to seek funding in the market
from third parties. This approach was used by Mark & Spencer to grow their market
internationally. This approach encourages franchisees to engage in the manufacturing of their
goods. The drawback of this approach is that the joint venture capital deals make it easier to
grow companies. The downside is that the company requires to offer the joint venture a fixed

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interest, which reduces the business benefit. Secondly, the organisation will create a joint
partnership with other businesses (Fifield, 2016).

Exit Strategies

As termination plans, an organisation identifies the reasons for closing the organisation. The
cause can be political, economic, social, technical, legal or ambient. Since the triggers have
been found, firms have to enter the whole arrangement with their global industry players.
Then it should sell at fair prices its current items, goods, and properties. She can finally close
her company. The benefit of this tactic is that it will save the organisation from large losses.
Tesco shuts its shops on the American market, for example, because its risks and losses are
minimised. The downside of the solution, along with customer base and sales, is that it
sacrifices brand and brand reputation.

How elements of the marketing plan can be adapted or standardised across

international markets
An overview of the key arguments in the global marketing strategies in comparison to
local marketing debate

a. The business farms are categorised according to their location and other factors which
affect the life of the business method.
b. The economic climate at home differs from the business environment abroad. This market
environment has many variables that affect the systems of the market, scope by which
foreign firms can be regarded, such as climate, fiscal, legal, or political factors (Fifield,
2016).

c. The Multinational Corporation faces a variety of obstacles such as political coherence, the
social component of the purchase of goods and legal actions to develop the world's
business.
d. The foreign climate transcends national borders, as well as activities, are employed and
the impact on the country is not limited. The world climate has an effect both at home and
abroad.

A multinational response to tax challenges levied by the government can be taken by an

organisation. The organisation should consider the coherence of the organisation. The very
large costs of transfer of goods into the distant countries of the world were solved by Mark &
Spencer. It encourages advertisers to do their job without worrying about consumers who

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steal or fraud. There are various ways of exporting goods without tax or basic taxation, as
well as the legal assistance base so that advertisers are free to complain about their loss of
freedom to sell products.

In different size and environmental international marketing, the marketing mix

technology differs

Figure 3: Marketing Mix (Loth, 2006).

Product

Each country has a culture and a heritage of its own. Therefore, the action of buyers and
buying preferences in foreign environments varies from market to market. People in Europe
prefer jeans, for example, where women love long clothes in Asian countries such as India,
Bangladesh and Pakistan. In this regard, Marks and Spenser should examine cultural and
conventional influences, purchasing behaviour, shifting client preferences and perceptions in
that specific market before designing a product for the foreign market.

Promotion

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Countries are also different for advertising campaigns. In industrialised countries, for
example, digital marketing (in particular social media marketing and mobile marketing) is
now more common than in developed countries. In developed countries, like Bangladesh,
media marketing (like TVs and newspapers) is still popular. Digital technologists and
marketers in the developed world are only in their early stages. The key focus is on quality
goods in the developed world where consumers opt for less costly, higher quality products in
the developing countries (M&S, 2020). This is why advertisers in emerging countries need to
deliver more discounts and affordable goods than in developed countries. Customers in
developed countries do not differ in their purchasing hours, but women in developing
countries often tend to purchase goods during the day. Therefore, advertisers should also base
their marketing campaigns on time.

Price

Consumer purchase ability relies largely on its wages and disposable wealth. People's salaries
differ across countries. The wages and disposable income for citizens living in developed
countries such as Bangladesh are for example higher than in the European countries and the
U.S. and Canada. Moreover, the economic aspect of a given nation often influences citizens
who purchase power (Mayrhofer, 2012). For example, the UK faces an economic crisis
because of the Brexit problem which reduces disposable people’s revenues in the United
Kingdom. So now, rather than ever, consumers choose to buy fewer.

Place

The place is a big marketing combination which the marketer takes very much into
consideration. The demands of goods are different everywhere, society and culture. In
developing countries such as the USA, the UK and Canada, online sales, for example, is on a
drastic trend of growth. It is only in the first stage in developed countries, though, that people
love to physically buy from shops. Furthermore, the supply chain infrastructure ranges from
country to country.

An understanding of how to organise and evaluate international marketing

efforts
Different international marketing approaches for Marks & Spencer

Foreign market pricing

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In the foreign economy, effective pricing practises having an important role to play. In
developing market place, people's wages, disposable income, monetary rate, cost of revenue,
local taxes and competency prices, Marks and Spencer should consider a variety of factors in
developing price strategies. Marks and Spencer will establish various approaches as pricing
techniques. These include premium, penetration prices, price skimming, cost-effectiveness
pricing, prices on the goods, psychological prices, value pricing in commodity categories,
regional prices, pricing for captive goods, optional pricing of products and price for the
economy (M&S, 2020). Marks and Spencer can also create a range of export pricing
techniques (prices for marketing managers), transfer prices, cash payments and
standardisation vs. change. They are also available.

Usage of emerging media and marketing instruments

Businesses in today's digital business world use multiple innovations today to improve their
overseas distribution and advertising activities. The primary division of technology is
hardware and software. .Marks and Spencer will, as hardware, use many communications
technology and networking resources, like computer system (Mayrhofer, 2012). Marks and
Spencer, on the other hand, will use smartphones, personal devices, cloud storage and social
media as apps. Marks and Spencer can be used extensively in social media (mostly Facebook,
YouTube, Twitter and LinkedIn) to connect with their goal and future promotion. The Marks
and Spencer Cloud Storage will store their databases and provide their staff and clients with
internet facilities. Marks and Spencer will be used to market its products to consumers
through email (mainly smartphone) and mobile services such as WhatsApp and Imo.

Global business and human resources

Recruitment of trained candidates and outstanding client services are one of the great
marketing tools. Marks and Spencer also ought to recruit professionals and skilled persons
from varying backgrounds in education and culture on the foreign market. Marks and Spencer
were willing to recruit their workers from the local labour force on the world market (M&S,
2020). For starters, if Marks and Spencer want to employ their citizens for their Indian
market, they need to employ Indian local workplaces to save their costs and efforts. It must
also provide appropriate preparation and growth to expand its foreign competition and
changing customer expectations for its personnel's expertise and experience.

Tap into untapped markets

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The firms evaluate from time to time their foreign business. This is attributed to the constant
changes in the market world by many external environmental influences such as political,
economic, social, technical, legal and environmental influences. Ultimately, these variables
change industry dynamics, market demand and consumer demand. Therefore, Marks and
Spencer ought to periodically carry out an appropriate business study. Under these situations,
it may carry out consumer reviews and/or interviews, evaluate customer requests and
concerns and purchasing behaviour.

Stages of foreign marketing engagement

A variety of approaches will contribute to foreign marketing participation. Marketers may not
also physically invest in overseas marketing instead of franchisees. International marketing
occasionally reflects a common international marketing strategy, where marketers only
export goods over a variety of festivals and occasions. Another solution for advertisers to
regular international marketing is that they should only do business on the international
market across days or years (Mayrhofer, 2012). Direct overseas global marketing can be a
corporation. The multinational supermarket business Mark & Spencer is the world’s biggest.
It has shops in over 100 countries. Global word marketing is connected to marketing on the
Internet. Nowadays, technology as well as blogs or social media start-up business and events.

Difference between the home and international orientation

International Orientation Home Orientation

For goods exporting around the globe In the country's borders and territories, home
without any borders, a marketing method is orientation is an effective marketing system.
created. All foreign marketing efforts have Nationally, both approaches to sales
been established to sell goods worldwide. All marketing gain local consumers' interest. The
of these techniques are ranked worldwide. marketing guidelines are focused on a small
Different nations, counties and world states region. In this market plan, regulatory control
engage in international marketing. For risk is very simple. There are fewer taxation and
management, the government is seriously other drawbacks (Mayrhofer, 2012). The
evaluating multinational market methods. orientation of the home is focused on one
Many countries are focused on foreign country. Risks and threats are far less of
orientation. The likelihood of threats and domestic orientation. Investment or money is
difficulties are much smaller in international less required here than in other countries.
orientation. The amount of money is
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tremendous than a local corporation.
Table 2: Home vs. Foreign Orientation.

Concurrent evaluation applies to real and future rivals' strengths and disadvantages.
Companies like Marks & Spencer can use a range of methods that are listed below to evaluate
their competitors:

Competitor Recognition

Marks and Spencer's first job is to recognise foreign rivals. There may be current or new
rivals. Competitors may both be overt and indirect. Competitors may be principal, secondary
and tertiary in other words. In addition to local industry directories and chambers of
commerce, news and marketing records and fairs and exhibition clients, Marks and Spencer
will learn clues from rivals on the international market (M&S, 2020). This study allows
Marks and Spencer to detect gaps in corporations' methods in attracting consumers ' attention
to their goods. It would then classify advertising campaigns run by very successful firms.
Next, we would recognise legislative gaps and business-related environmental concerns. .It
will then define strategies for handling risks for the numerous organisations around the
world. 

Analyse productivity and competition

At this point, Marks and Spencer must evaluate each competitor’s competitive competition
and circumstance. SWOT analyses are the best way for evaluating each competitor’s abilities,
vulnerabilities, risks and opportunities. This process allows Marks and Spencer to take steps
to undermine its rivals, to gain visibility into emerging patterns and their business interests.
This move would allow Marks and Spencer to define locations for company start-up,
advertising strategies, client loyalty, customer engagement etc. The goals and priorities of
competitors should then be established, and factors decided which made business competitors
successful; the factors should be listed according to their importance.

Action against risks and utilisation of rivals' opportunities

Marks and Spencer should recognise competitors' possibilities and risks on this list. It will
help Marks and Spencer find areas in which they can align their skills to the realities of their
market climate. This method would help Marks and Spencer recognise the similitude in the
company's priorities to handle the business globally. It would then help to follow common

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approaches implemented globally or in a particular region by foreign corporations. Next, it
will help to create close collaboration between different international business development
organisations. It can also help to identify variations in principles, ideals and procedural
operations between different firms and fluctuations in currency values.

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Conclusion
This paper analyses the possibilities and core concepts of foreign marketing in this first
pages. The second segment explores why international marketing is concerned and describes
the various aspects in which the markets can be modified to international marketing. The
third section assesses foreign marketing admission requirements. Those uses tactics and their
examples are discussed in stage four. The fifth stage deals with major domestic and foreign
marketing controversies. The sixth segment deals with the foreign marketing mix. The
seventh part deals with multinational approaches to marketing. The 8th segment addresses the
contrast between domestic and international guidelines.

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