International marketing involves operating across a number of foreign country markets in which not only do the uncontrollable variables differ significantly between one market and another but the controllable factors in the form of cost and price structures opportunities for advertising and distributive infrastructure are also likely to differ significantly.
It is these sorts of differences that lead to the complexities of international marketing.
International marketing is defined and interpreted depends on the levels of involvement of the company in the international marketplace. International marketing could therefore be:
- Export marketing, in which case the form markets its goods and services across national political boundaries.
- International marketing, where the marketing activities of an organization include activities, interest or operation 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 centre in their own right, in which case the term multinational or multi-domestic marketing is often used.
- Global marketing, in which the whole organization focuses on the selection and exploitation of global marketing opportunities and marshal resources around the globe with the objective of achieving a global competitive advantage.
International Marketing
