Scope and Concept of International Marketing

This report discusses the scope and concept of international marketing, including the rationale for enterprises to market internationally and the various routes to market. It also examines the opportunities and challenges in the international market and provides recommendations for market evaluation criteria and selection process. Additionally, it explores the global vs local debate, analyzes the differences in products, pricing, and promotional distribution methods in international markets, and determines how to adapt the marketing mix in different international contexts. Finally, it discusses international marketing approaches, evaluates competitor analysis, and provides recommendations on company structure for maximizing international opportunities.