International Marketing: How to Enter a Totally New Market

INTERNATIONAL
MARKETIING

International Marketing
Approach
 The international marketing is exchange of the goods and services all across
the national borders for meeting requirements of customer. It includes analysis
of customer overseas and then identifying the target market.
 The organizational adaptation concept in international marketing involvement is
multidimensional.
 This adaptation of the strategies of international marketing mix includes
changes in the commitment level of organization to the international activities
of marketing.
 The degree to adaptation of international marketing might be considered as
continuum that ranges from standardization of corporate strategies and
marketing mixes all through the world to the local strategies (Watson
et al.
2018).

Continued..
 Adaptation is significant organizational response behavior to the international
environments of marketing and processes.
 Increasing communication among the nations and emerging similarities in the
certain globalized patterns of consumptions are resulting in the higher
standardization degrees by certain organizations.
 Standardization, especially of product, results into economies of the scale that is
associated with the longer production runs.
 The standardization benefits depends upon product and organization’s managerial
and logical expertise.
 Until and unless decisions of marketing are based on the in-depth knowledge of the
changing needs of market, the standardization results in loss of the sensitivity to
international market needs (Sun, Paswan and Tieslau 2016).