According to Isobele (2008), in the book, International Marketing Strategy, International Marketing is defined as the movement of a firm’s marketing strategy that uses one or more marketing mix decisions across national boundaries. It involves the firm in establishing manufacturing or production facilities around the world and coordinating marketing strategies across the globe. Where the marketing activities of an organization include activities, interests or operations in more than one country and where there is some kind of influence or control of marketing activities from outside the country in which the goods or services will actually be sold. Sometimes markets are typically perceived to be independent and a profit center in their own right, in which case the term multinational or multi domestic marketing is often used. (Isobele et al, 2008) For Example, Toyota that operates in 150 country markets, with 18 countries as its manufacturing country. Such manufacturing company then acts as the main HQ of that specific area, each focusing its different marketing strategy that is designed for designated areas for the area. Whereas for the market environment, as defined by Kotler (2006), is a term that refers to factors and forces that affect a firm’s ability and its marketing strategy to build and maintain a successful relationship with customers.
Political environment encompasses factors and trends related to governmental activates and law & regulations that affect the marketing practice. The political environment is closely tied to the social and economic environments that create nationalistic spirits. The nationalistic spirit that exists in many nations has led them to engage in practices that have been very damaging to other countries' marketing organizations. For example, foreign governments can intervene in marketing programs in the following ways: •
Contracts For The Supply And Delivery Of Goods And Services •
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