marketing64

WHAT IS INTERNATIONAL MARKETING?

International marketing is the marketing of goods, services, and information across international boundaries. The home firm’s domestic approach may be ineffective, counterproductive, or illegal in foreign markets.

CHALLENGES OF THE INTERNATIONAL MARKETING ENVIRONMENT

1.    Culture
2.    Markets
3.    Data
4.    Politics
5.    Governments
6.    Economies
7.    Finance
8.    Business
9.    Control 
 
MOTIVES FOR INTERNATIONALISATION            (Albaum et al, 2007)
Internal motives are those that arise from stimuli within the firm, while external motives are those that arise from stimuli outside the firm.
Reactive motives are those that arise simply in response to some occurrence in the environment, while proactive motives arise from the executives actively seeking new opportunities.
                
   

However, Solberg (1997) argues that with limited international experience and a weak position in the home market there is little reason for engaging in international markets. Instead organisations should attempt to improve their position at home. Companies may seek ways to increase its net worth to attract partners for future buyouts.  

THE INTERNATIONAL MARKETING STRATEGY PROCESS

1.    Understand the environmental influences on firms international markets
2.    Segment international markets, identify and analyse opportunities.
3.    Develop appropriate strategies for SME’s and global players
4.    Decide market entry strategies and determine product portfolio’s
5.    Build added value through communication, distribution and pricing