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NATURE OF INTERNATIONAL MARKETING


NATURE OF INTERNATIONAL MARKETING
 (1) Credit-Oriented: Information marketing is of credit-oriented nature in which developed countries keep a broader share. Because of low purchasing power in developing countries, these countries prefer to purchase goods from those countries who provide them credit facilities and keep their interest rate minimum.

(2) Dominance: Dominance is a common feature in international marketing. Developed countries have a dominant role in world trade who holds 75 percent business of total world trade. Because of technical efficiency and superior quality, they are able to provide best products and services.

(3) Protectionism: Protectionism is a common feature in international marketing. Usually every country tries to increase its exports and reduce its imports. Therefore, planning and implementation of all marketing efforts is done keeping in view this goal.

(4) Political Nature: Political relations between nations also play a vital role in international marketing. Usually developed countries like those developing countries who ready to maintain or fulfill their political and social interest easily.

(5) Comprehensive Risk: International marketing is prone to various kinds of risk. Political risk is one of them. Nationalism of firms without giving adequate compensation is nothing new to international marketing. If the host country government prefers state-run enterprise, the chances for nationalism are more.

(6) Broader Competence: Special and broader competence is required in international marketing; a competence broader than that required for marketing in a specific foreign country and distinctly different from that demanded by domestic marketing management.

(7) Multinational Marketing Management: International marketing is the total of multinational marketing management efforts. In it, various national marketing programmes of a firm are coordinated and integrated in an effective multinational programmes which is a challenging task.

(8) Controllable and Uncontrollable Factors: In domestic marketing, a firm tries to respond its controllable and uncontrollable factors, existed in the environment. It is same in the international marketing, but both the ‘uncontrollable’ and the ‘controllable’ are different internationally which creates many complexities in international marketing.

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