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-By Prof.Monika Patil

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1 International Marketing Domestic Marketing: Single market, one set of

customers

Export Marketing: Export products or services

Global marketing: Integrated strategy

Multinational or International Marketing: singlecountry single strategy

E.g

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Peter .F. Drucker No any business can hope tosurvive unless it measures up to the standards setup

by leaders in its field.

E.G :

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Marketing + international Operates in different environment

Application of marketing principles to more than onecountry

It should consider:

1) Customers needs

2) Culture

3) Language 4) Technology

5) Legal factors

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The multinational process of planning & executing the

conception, pricing, promotion & distribution of ideas,

goods & services to create exchange that satisfy

individual & organizational objectives.

-BY American Marketing Association

IM is simply an attitude of mind, the approach of a

company with a truly global outlook, seeking its profit

impartially around the world, home market included onplanned systematic basis.

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CASELET 1

Objective: To understand need of internationalmarketing

Any country that wants to prove to the world that it is a

modern, industrialized nation has to create maximum

market for its product or service. This makes the

countrys economy strong.

What do you think is it right?

How can maximum market be created?

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Export Marketing

Overseas Manufacturing

Working with local partners

Trade agreements

International Marketing Research

Offering consultancies abroad

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Being better than the competitors by responding to their

actions

To identify global customers needs through research Co-ordinating marketing activities i.e. staffing,

responsibility allocation

Try to satisfy global customers.

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1) Political & Legal environment: Rules, regulations,tax & trade laws

e.g. when BJP was in power it proposed a project ofconnecting all rivers across India, but when congresscame into power this project collapsed. So firms inconstruction business were affected.

Legal: E.G. helmet

2) Cultural environment: values, attitudes, ideas,beliefs.

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3) competitive environment: E.G. Pepsi & Coke have a

tough competition which creates competitive

environment.

4) Exchange risk: It is based on current currency.

E.G. 1$=48 Rs In Jan

1$= 40Rs In feb

Profit to Indian company of 8 Rs E.G. TCS & Infosys this loss by 6-7% in 2007 & near

about similar in 2012.

5) Corruption

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6) Property rights & Privacy:

The law operates different for different countries.

E.G. Moser Baer recently launched movie DVDs at thesame rate with which pirates sold them earlier. These

are some tactics companies can use to attract buyers to

genuine product.

7) Terrorism: Kidnapping of workers of foreign

company.

8) Skills & competence gap in knowledge about

customer preferences

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CASELET 2 Objective: To identify challenges ininternational marketing Source: Wall Street Journal In 1984 coca cola was having 6.3% market

share in beverage market. In 1993 coca colalose its market share to 58.8%.

What may be the reasons of losing marketshare?

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CASELET 3

Objective: To understandexchange risk as challenge

Source: Business line 24th Dec 2007

Compact discs maker Moser Baer India saidappreciating rupee has eaten into the firms topline by

12%. The rupee impact is bad. It has wapped out 20 %

of topline.

What may be the reason of this situation?

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Growth in foreign markets

In developing countries both population & income is

growing fast

Few countries are newly industrializing themselves e.g.

China Even if market is not having potential today it is having

potential in future

When east European economies have opened up, there

have been rush of MNCs to establish base in market

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1) Government Actions: govt tax policy, subsidy

2) Competition on global basis: few competitors are

unchallenged. 3) Customers

4) Production resources

5) Technological Markets

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Thank You