Aspects of International Marketing
1. How can you measure political risk & instability? Are they also a matter of perception?
2. What aspects international marketing are most affected by political instability in a country?
Aspects of International Marketing
International Marketing: is the performance of marketing activities in more than one nation.
Basic Objectives of International Marketing
a) Targeting international customer: segmenting, targeting and positioning the international customer.
b) Finding global customer need: understand similarities and difference in customer group across countries.
c) Satisfying global customer: adapting marketing mix to satisfy customer need across the countries and regions.
d) Better than competition: monitoring and responding to global competition by offering better values.
e) Maintain relationship: maintain long term relationship with foreign customer and other business parties.
f) Coordinating world business: integrating business activities and implementing them across the countries.
g) Global environment: consider and analysis the internal and external factors of the foreign countries.
h) Business orientation: expand market, goodwill, profit
Domestic vs. International Marketing
Major Issues Domestic International
Area Limited Broad
Control Easy Complex
Buying & selling Domestic views International views
Objectives Local demand Foreign demand
Transaction All levels Distribution level
Terms of trade Not necessary Depends on it
Exchange rate Not necessary Basic foundation
Documents Simple Document oriented
Research Initial research Continuous research
Tariff barriers Not problems Great problems
Business risks Easily identify Difficult to identify
Mobility of FP Moveable
2. What aspects international marketing are most affected by political instability in a country?
Aspects of International Marketing
International Marketing: is the performance of marketing activities in more than one nation.
Basic Objectives of International Marketing
a) Targeting international customer: segmenting, targeting and positioning the international customer.
b) Finding global customer need: understand similarities and difference in customer group across countries.
c) Satisfying global customer: adapting marketing mix to satisfy customer need across the countries and regions.
d) Better than competition: monitoring and responding to global competition by offering better values.
e) Maintain relationship: maintain long term relationship with foreign customer and other business parties.
f) Coordinating world business: integrating business activities and implementing them across the countries.
g) Global environment: consider and analysis the internal and external factors of the foreign countries.
h) Business orientation: expand market, goodwill, profit
Domestic vs. International Marketing
Major Issues Domestic International
Area Limited Broad
Control Easy Complex
Buying & selling Domestic views International views
Objectives Local demand Foreign demand
Transaction All levels Distribution level
Terms of trade Not necessary Depends on it
Exchange rate Not necessary Basic foundation
Documents Simple Document oriented
Research Initial research Continuous research
Tariff barriers Not problems Great problems
Business risks Easily identify Difficult to identify
Mobility of FP Moveable