International Marketing: Scope, Concepts, and Strategies

International
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
P.1. Analyse the scope and key concept of international marketing?.........................................3
P.2. Explain the rationale for an organisation to want to market internationally and describe
the various route to market they can adopt ?...............................................................................4
P.3. Evaluate the key criteria and selection process to use when considering which
international market to enter?......................................................................................................5
P.4. Explain with the help of examples, different market entry strategies including advantages
and disadvantages of each ?........................................................................................................6
P.5. Present an overview of key arguments in the global and local debate ?..............................7
P.6. Investigate how product, pricing, promotional and distribution approach differ in variety
of international context?..............................................................................................................8
P.7. Explain as well as analyse various approaches of international marketing which company
can adopt?....................................................................................................................................9
P.8.Compare home and international orientation and also way to access competitors outlining
the implication of each? ...........................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Global marketing is an activity which involves various marketing related principles and
also cover the practices which are most effective in large level in International border to increase
Organisation presence in large areas of working. The organisation that was selected in this
assignment is Amazon as it is most famous multinational technology brand which had its
headquarters in Washington that concentrate on digital streaming, cloud computing, artificial
intelligence, e commerce. This organisation was founded by Jeff Bezos. It is founded on 5th'
July' 1994. The topics which were cover in this assignment are description of scope & key
concept related to international marketing , rationale of company who wants to do business
globally. Also make description to different routes to market which they follow. And also
describe what are the key criteria and selection process use by the company when considering at
the time to take entry in international market. It also describe that different market entry
strategies covers disadvantage & advantage . The report also covers the topic such as overview
of key argument in domestic as well as global debate. How marketing fix distribution approach
differ in international context are also include in this project. Various international marketing
approaches which is adopted by organisation is also explain. Comparison between home as well
as on international orientation and way to access competitors outlining the implication of each
are also done in it(Armstrong, 2018)
MAIN BODY
P.1. Explain the scope as well as key concept to marketing at global level?
SCOPE OF INTERNATIONAL MARKETING:
Today, markets and businesses are present in modern era which involves most dynamic
environment . As per current scenario context international marketing has large scope for
business expansion. Both modernisation & globalisation helps the businesses to facilitate with
good interaction and leads to enhanced the scope of international marketing. Export:It is just opposite to imports, here organisation sell their products and services to
international business as well as to their franchises after that importing party sold their
items in different locations of domestic market ( Armstrong, 2018)

 Import: This is most simplest and common method of international marketing. In this
products are imported by business from different areas of foreighn market than sale these
products to potential buyer in domestic market (Bertoli, 2019) Contractual agreement: It is great expansion opportunity to company by taking entry
into contractual agreement with overseas partner. As Contractual agreement tends to
enable organisation to expand business in global market with joining hands to foreighn
partners.
KEY CONCEPT OF INTERNATIONAL MARKETING Domestic marketing: Such type of marketing focused on making promotional plan and
organisation presence in home countries domestic market. International trade: Marketing notion is concerned most with developing effective flow
of services and goods in various different nations and also holding proper present various
market places (Cateora, 2020)
 Comparative marketing:In market , various marketing systems are present which
marketers use mostly. When comparison is done between concepts & systems with aim
of ascertaining differences and similarities it's called comparative marketing.
P.2. Describe the rationale in context to organisation to take entry in international market
and also guide different route to market which adopt by the company?
There are few specific reasons due to which Amazon expands globally. As these reasons
are explain in below bullet points-
 Key aspect of international business marketing for Amazon is to diversify revenues by
attraction other sources and also tends to introduce products for the purpose to diversify
audience base (Charter, 2017)
 Another reason is that to increase scope of Amazon by increasing their area of operation
and move towards different countries to work
As per the above rationales methods to take entry in market are suggested to Amazon to
move to different market of different locations.
 Franchising: This method is choose by most of the companies. As per this concept
Amazon will allow global organisation and owners of business to set their shops or