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    Final On Interanaional Arketing

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    Nidhi Jalan
    This document provides an introduction to international marketing. It defines international marketing as marketing across national borders and notes that it differs from domestic marketing which focuses only within a country's political boundaries. International marketing involves targeting consumers overseas and dealing with additional barriers like cultural and language differences, currencies, customs and tariffs. The document also discusses different orientations companies can take when expanding internationally, including ethnocentric, regiocentric and geocentric approaches. Risks of international marketing include insolvency, regulatory changes, political risks and natural disasters.

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    Final On Interanaional Arketing

    Uploaded by

    Nidhi Jalan
    28 views19 pages
    This document provides an introduction to international marketing. It defines international marketing as marketing across national borders and notes that it differs from domestic marketing which focuses only within a country's political boundaries. International marketing involves targeting consumers overseas and dealing with additional barriers like cultural and language differences, currencies, customs and tariffs. The document also discusses different orientations companies can take when expanding internationally, including ethnocentric, regiocentric and geocentric approaches. Risks of international marketing include insolvency, regulatory changes, political risks and natural disasters.

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    Final on Interanaional Arketing

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    This document provides an introduction to international marketing. It defines international marketing as marketing across national borders and notes that it differs from domestic marketing which focuses only within a country's political boundaries. International marketing involves targeting consumers overseas and dealing with additional barriers like cultural and language differences, currencies, customs and tariffs. The document also discusses different orientations companies can take when expanding internationally, including ethnocentric, regiocentric and geocentric approaches. Risks of international marketing include insolvency, regulatory changes, political risks and natural disasters.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    28 views19 pages

    Final On Interanaional Arketing

    Uploaded by

    Nidhi Jalan
    This document provides an introduction to international marketing. It defines international marketing as marketing across national borders and notes that it differs from domestic marketing which focuses only within a country's political boundaries. International marketing involves targeting consumers overseas and dealing with additional barriers like cultural and language differences, currencies, customs and tariffs. The document also discusses different orientations companies can take when expanding internationally, including ethnocentric, regiocentric and geocentric approaches. Risks of international marketing include insolvency, regulatory changes, political risks and natural disasters.

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    of 19

    INTERNATIONAL MARKETING

    SUBMITTED BY :SURBHI CHOKKAS NIDHI JALAN KANCHI MASTER NUPUR MODI VINIT PALOD 03 11 17 19 22

    SHREE UTTAR GUJARAT BBA/BCA COLLEGE

    INTRODUCTION TO INTERNATIONAL MARKETING

    SHREE UTTAR GUJARAT BBA/BCA COLLEGE

    INTRODUCTION

    What is International Marketing? How is it different from domestic marketing?

    SHREE UTTAR GUJARAT BBA/BCA COLLEGE

    Introduction to international Marketing

    International marketing can be defined as marketing is an internationally competitive environment, whether the market is home or foreign - Thomas L Friedman When there are no boundaries for a company and it targets customers overseas or in another country, it is said to be engaged in international marketing. If we go by the definition of

    Introduction to international marketing

    It is not the same thing as international trade. Only a part of international trade flows represents international marketing. Further, there is a category of international marketing which is not captured by international marketing statistics.

    International marketing is that it is the marketing function of multinational companies

    Further international marketing can be defined as

    Marketing of goods and services across national frontiers The marketing operations of an organisation that sells and /or produces within a given country when That organisation is part of ,or organisation with an enterprise which also operates in a other countries. There is some degree of influence on or control of the organisations marketing activities from outside the country in which sells or produce.

    What is Domestic Marketing ??


    Domestic marketing refers to the marketing plans and strategies that a company implements within its own country. When marketing is done at the domestic level it is considered local and the business is not concerned with potential markets on the international level. This does not mean that the company is not competing against foreign businesses operating within the same country, as competition may be fierce; it simply means they are choosing to concentrate their marketing within the SHREE UTTAR GUJARAT BBA/BCA COLLEGE borders of their own country.

    The marketing strategies that are employed to attract and influence customers within the political boundaries of a country are known as Domestic marketing. When a company caters only to local markets, even though it may be competing against foreign companies operating within the country, it is said to be involved in domestic marketing.

    International marketing

    International marketing involve the targeting of consumers overseas. The strategies used in international marketing are often the same as in domestic marketing but the audience is larger. International marketing is used when companies want to concentrate on exporting goods and services to multiple countries rather than just the country of residence.

    SHREE UTTAR GUJARAT BBA/BCA COLLEGE

    Problems in international marketing

    Debt Unstable countries Protection of intellectual rights Tariff regulations Instability in Foreign exchange markets Non tariff barriers, e.g.:- specification

    Difference between domestic marketing and international marketing


    International marketing

    Domestic marketing

    International marketing has endless opportunities and scope. There is an added incentive of foreign currency that is important from the point of view of the home country as well. International marketing allows use and sharing of latest technologies. international marketing leads to improvement in political relations between countries and also increased level of cooperation as a result. In domestic marketing there are no barriers

    The scope of domestic marketing is limited and will eventually dry up. The benefits in domestic marketing are less than in international marketing. Domestic marketing is limited in the use of technology Domestic marketing has nothing to do with political relations international marketing there are many barriers such as cross cultural differences, language, currency, traditions and customs.

    problem towards International Marketing

    Control Language Red tape Cash flow Logistics Lack of trained staff

    Risk in international marketing.

    Companies doing business across international borders face many of the same risks as would normally be evident in strictly domestic transactions. For example, Buyer insolvency (purchaser cannot pay); Non-acceptance (buyer rejects goods as different from the agreed upon specifications); Credit risk (allowing the buyer to take possession of goods prior to payment); Regulatory risk (e.g., a change in rules that prevents the transaction); Intervention (governmental action to prevent a transaction being completed); Political risk (change in leadership interfering with transactions or prices); and War, piracy and civil unrest or turmoil; Natural catastrophes, freak weather and other uncontrollable and unpredictable events,
    In addition, international trade also faces the risk of unfavorable exchange rate movements (and, the potential benefit of favorable movements)

    Orientation towards International Business

    The degree to which the parent company influences the operations of its subsidiaries varies. Accordingly, top-level managers in companies that are expanding internationally tend to subscribe to one of the four basic orientation or philosophies ethnocentric , regiocentric and geocentric. Let us have an brief introduction towards the above points:-

    Ethnocentric orientation

    An ethnocentric orientation assume that practices that work at headquarters or in the home country will also work elsewhere. The firm which follows this approach follows the same pricing policy throughout the world. The firm need not put in e3ffort to collect information on these market conditions.

    Geocentric orientation

    An GEOCENTRIC ORIENTATION the firm analyses the needs of its customers worldwide and then adopts the best standardized operating practices for all the market it serves. This approach takes into consideration the price co-ordination necessary at headquarters to deal with international accounts and product arbitrage. This approach is the most practical of all because it takes into consideration both global competition and local rivalry in establishing prices.

    Regiocentric orientation

    An REGIOCENTRIC ORIENTATION favors the staffing of foreign operations on a regional basis. This approach might prove to be not so good, when the disparity in product prices from one region to another is higher than transportation costs and duties.

    THANK YOU

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