25-06-2012, 01:12 PM
Nature, importance and scope of international marketing
Marketing international session 1.ppt (Size: 362 KB / Downloads: 66)
The nature of international marketing
International marketing consists in identifying and satisfying consumer needs abroad; better than the national and international competitors, under the constraints of the internationalization stage of the firm and the global environment. » (Nathalie Prime)
International and multinational marketing
International marketing means marketing across national frontiers.
Multinational marketing means the integrated coordination of the firm’s marketing activities throughout the world.
Reasons for marketing abroad
Economies of scale and scope
Existence of lucrative markets in foreign countries
Saturated markets in the home country
High R&D costs
International opportunities
Less competition
New trade agreements
Exporting
Exporting means the sale in a foreign market of an item produced, stored or processed in the supplying firm’s home country.
Scope of International Marketing
Though international marketing is in essence export marketing, it has a broader connotation in marketing literature. It also means entry into international market by:
(a) Opening a branch / subsidiary abroad for processing, packaging, assembly or even complete manufacturing through direct investment.
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