27-08-2012, 02:05 PM
INTERNATIONAL MARKETING
INTERNATIONAL MARKETING.pptx (Size: 256.41 KB / Downloads: 39)
Introduction
What is international marketing?
- “International marketing is the process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations” (Czinkota and Ronkainen)
“International marketing focuses its resources on global market opportunities and threats” (Keegan and Green)
- “International marketing is the motor of the internationalization process of the firm” (Usunier)
- It is a tool used to obtain improvement of the firm’s position in the global market
- Strategy and action, global and local
REASONS FOR COMPANIES GOING GLOBAL
Traditionally many companies have stayed focused in their domestic markets and have refrained from competing globally. They know their domestic markets better and understand that they have to make fundamental changes in globally.
Companies are choosing product in markets other than their domestic market
Domestic markets are saturated and there is pressure to raise sales and profit
Domestic markets are small
Domestic markets are growing slowly
In some industries like advertising, customers want their suppliers to have international presence so that supplies can contribute in most of the markets where the buyer is operating