International Marketing

Topics: International trade, World Trade Organization, Marketing Pages: 61 (16567 words) Published: January 14, 2011
Book International marketing

1.Marketing International

International marketing defined
International marketing is the performance of business activities designed to plan, price, promote and direct the flow of a company’s foods and services to consumers or users in more than one nation for a profit.

The only difference between the definitions of domestic marketing and international marketing is that in the alter case marketing activities take place in more than one country. This apparently minor difference accounts for the complexity and diversity found in international marketing operations.

Marketing concepts, processes, and principles are universally applicable.

Business’s goal is to make profit by promoting, pricing and distributing products for which there is a market.

The uniqueness of foreign marketing comes from the range of unfamiliar problems and the variety of strategies necessary to cope with different levels of uncertainty encountered in foreign markets.

Competition, legal restraints, government controls, weathers, fickle consumer, and any number of other uncontrollable elements can and do affect the profitable outcome of good, sound marketing plans. Generally speaking, the marketer cannot control of influence these uncontrollable elements. Marketing principles and concepts are universally applicable. The difficulties created by different environments are the international marketer´s primary concern.

Interesting in marketing: the challenge of modeling the controllable elements of marketing decisions (product, price, promotion, distribution, and research) within the framework of the uncontrollable elements of the marketplace (competition, politics, laws, consumer behavior, level of technology and so forth) in such a way that marketing objectives are achieved. The difficulties creates by different environments are the international marketer’s primary concern.

Frequently, a solution to a problem in country market A is not applicable to a problem in country market B.


Foreign environment
-Economic forces
-Competitive forces
-Level of technology
-Structure of distribution
-Geography and infrastructure
-Cultural forces
-Political/legal forces
Domestic environment
-Competitive structure
-Economic climate
-Political/legal forces
-Firm characteristics
-Channels of distribution

The task of cultural adjustment is the most challenging and important one confronting international marketers. Differences must be learned to avoid misunderstanding that can lead to marketing failures. The international marketing task is made more daunting because environmental factors such as laws, customs, and cultures vary from country to country. These environmental differences must be taken into account if firms are to market product and services at a profit in other countries.

1.2.Importancia del Comercio Mundial

Free international markets help underdeveloped countries become self-sufficient and because open markets provide new customers, most industrialized nations have, since WWII, cooperated in working toward free trade. Such trade will always be partially threatened by various governmental and market barriers that exist or are created for the protection of local businesses. However, the trend has been toward free trade. The future of open global markets lies with the controlled and equitable reduction of trade barriers.

Global commerce thrives during peacetime. We should understand the important role that trade and international marketing play in producing peace.

Boeing which commercial jets in service carry about one billion travelers per year. •The mobile phone industry that promotes global dialogue and therefore peace

International marketing is an important work. It can enrich you,...
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