Meaning :
“Marketing activity carried on across national boundaries”.
“International marketing is the process of focusing the resources and objectives of an organization on global marketing opportunities and needs”.-Warren J. Keegan.
International Marketing :
Extension of Marketing activities across the globe is referred to as international marketing.
Marketing is “ the process of planning and executing the conception, pricing, promotions and distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectives.
Basic Entry Decisions :
Which markets to enter?
When to enter the markets?
What scale of entry?
Market Entry Stages:
Timing of Entry
Entry Mode
Market Selection
Objectives of IM :
1.To have overall view of IM scenario
2.To understand effect of business environment on IM
3.To evaluate competitive landscape of IM
4.To acquire new customers
5.Communicating brand value.
Challenges in IM :
•Political and legal differences
•Cultural differences
•Economic differences
•Different currency unit
•Different languages
•Difference in Marketing Infrastructure
•Trade restrictions
•High cost of distance
Opportunities in IM :
•Diversification
•Expansion
•Increase Market Share
•Career Opportunities
•Global Recognition
•Investment Opportunities
•Standard of Living
•Cooperative agreements
•Improve competitive position
•Reaching New Customers
Comentarios