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INTERNATIONAL MARKETING

INTERNATIONAL MARKETING

       International marketing deals essentially with the trade patterns among the various countries of the world. It also considers the trade policies and trade practices of the various countries as these govern the buyer-seller relationship in the international market. Terpastra has called international marketing “It is comprehensive in that it covers the problems of marketing across national boundaries as well as those arising from marketing within a number of different national markets. It treats at length the situation of the domestic firms which is exporting, but also analyse in detail the need of those firms which assemble, license or produce in foreign market. In other words, international marketing considers the full range of international marketing involvement from the exporter to the multinational firms.”

        According to Hess and Cateora, “International marketing is the performance of business that direct the flow of goods and service to consumers or users in more than one nation.” This definition explains that international marketing is different from domestic marketing in the sense that exchange takes place beyond the frontiers in it and in which different market and consumer are involved. It makes the process of international marketing more complicated.

      Philip Kotler has the same view, Like Keegan, Kotler has also used the term global marketing instead of international marketing. According to him, “Global marketing is concerned with integrating or standardizing marketing actions across a number of geographic markets. This does not rule out adaption of the marketing-mix to individual countries, but suggest that firms, where possible, ignore traditional market boundaries and capitalize on similarities between markets to build competitive advantages.”
     
Wash feels that international marketing is the shorthand expression for the special international aspects of marketing, and defines international marketing as “the marketing of goods and service across national frontier and marketing operations of an organisation that sells and produce within a given country when, that organisation is part of or associated with an enterprise, which also operates in other countries; and there is some degree of influence on or control of the organisation’s marketing activities from outside the country in which it sells and or produce.”

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