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MARKETING
COURSE 1- Introduction in International
Marketing
Lecturer –Camelia Kailani, PhD Marketing
ASSESSMENT
1. Globalization vs internationalization
2. Trends which shape the international business today
3. What is international marketing?
4. International marketing task
5. Differences between domestic marketing and international
marketing
6. Stages of international marketing involvement
7. Orientations in international marketing – EPRG model
8. Types of enterprises in international marketing
What is globalization?
GLOBALIZATION VS INTERNATIONALIZATION
Whether or not a company wants to participate directly in
international business, it cannot escape the effect of the
ever-increasing number of domestic firms exporting,
importing, and/or manufacturing abroad
International marketing
International marketing is consists of the activity,
the performance of business institutions, and processes
activities that satisfy the across national borders
needs of consumers or users that create, communicate,
in more than one nation for deliver, and exchange
a profit. offerings that have value for
stakeholders and society.
The marketer’s task is the same whether doing business in
Amsterdam, London or Kuala Lumpur.
The goal of a business is to make a profit by promoting, pricing
and distributing products for which there is a market. If this is
the case, what is the difference between domestic and
international marketing?
The only difference in the definitions of domestic marketing
and international marketing is that the marketing activities
take place in more than one country. This apparently minor
difference accounts for the complexity and diversity found in
international marketing operations.
A transaction takes place across national borders
highlights the difference between domestic and
international marketing. The international marketer
is subject to:
a new set of macro-environmental factors
different constraints
to quite frequent conflicts resulting from different
laws, cultures, and societies
The difference is made by the the environment
within which marketing plans must be
implemented – it can change dramatically from
country to country.
Marketing Controllables
• marketing mix
Domestic Uncontrollables
economic forces
competitive forces
Foreign level of technology
Uncontrollables
structure of distribution
cultural forces
Self-Reference Criterion
The task of cultural adjustment is perhaps the most
challenging and important one confronting international
marketers
they must adjust their marketing efforts to cultures to which
they are not familiar.
1.Ethnocentric Orientation
There are no changes in product specification,
price and promotion measures between native
market and overseas markets.
Costs Benefits
Ineffective planning due to poor
Simple organization
feedback
Fewer innovations Greater communication and control
Lack of flexibility and responsiveness