Scope and Concept of International Marketing

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Discuss scope and concept of international marketing ....................................................3
P2 rationale for market internationally with explaining various routes for marketing the
organisation............................................................................................................................4
Task 2...............................................................................................................................................5
P3 Selection and key criteria to use while entering marketplace.....................................................5
P4 types of strategies for market entry...................................................................................6
Task 3...............................................................................................................................................7
P5 Important arguments for global and local debate.............................................................7
P6 Investigation of the P's of Marketing mix in different organisational context.................8
TASK 4............................................................................................................................................9
P7 Explantation and analysis of the various international marketing approaches organisation
can adopt.................................................................................................................................9
P8 Compare International and home orientation and ways in order to assess competitors. 11
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing is wider wider and broader concept which requires deep level of
understanding and knowledge. In this competitive era, it is crucial to survive in market for
longer period of time (Al-Henzab, Tarhini 2018). International marketing is defined as
exchange of goods and services in foreign countries. Main aim of this report is to critically
understand importance of international marketing in business. Amazon, a multinational
technology and e-commerce company headquartered in U.S. It deals in large number of products
and services. This report comprises of scope and concept of international marketing, rationale
to become internationally, criteria for selecting international market, different marketing
strategies, overview of global and local debate, marketing mix, international marketing
approachers and orientation level.
TASK 1
P1 Discuss scope and concept of international marketing
International marketing is defined as process of carrying out marketing activities at global
scale. The scope this concept wider & is impacting upon business as well as market accordingly.
There scope of international market is further discussed below-
Ethnocentric- It refers to approach in which parent company fill the vacancy or post
role by employee of parent firm and relocating them to other country.
Regio-centric- It is type of approach in which business create or develop a international
strategies for a particular regions. In relevance of Amazon, they develop strategies in different
countries which are relevant with their businesses and regions.
Geocentric- It is another approach which is used in which strategies of international
business are carried out depending upon geographic regions such as Amazon uses these their
marketing strategy on basis of culture differences .
In international business, it includes wide ranges of applications as well as concepts
such as international legislations, international marketing, international trade, export marketing
that are mostly focused by enterprises when going with international business (Brydges, Hracs,
Lavanga 2018). Moreover, there are various challenges that are being faced in international
marketing & is further discussed below-
Cost structure-

It is major challenge which is faced by Amazon within their international business
because to carry out business activities, large amount of capital is required that leads to a
problem because all financial transactions are to be managed which is time consuming process
(Dubey, Gunasekaran, Childe 2019).
Unfamiliar market situations-
It is another challenges that is encountered within international business. In this, when
business enter into into foreign countries it too time to understand market and consumer
behaviour. Also, unfamiliar market situations arises and which leads to difficulty in doing
business. These unfamiliar market situations results in delay of executing marketing activities.
Government rules and legislations-
It is also another issue of international business in which when doing business into
another country, different government rules as well as legislations are to be followed by
Amazon. It is a difficult tasks which negative impacts upon entity overall structure.
So, above explained matter shows that scope as well as concept of international marketing is
crucial to be understood so that decisions are made appropriately. Further, it is duty of
manager of company to identify & examine challenges that are faced by international
businesses when adapting of international marketing.
P2 rationale for market internationally with explaining various routes for marketing the
organisation
Rationale of Amazon for expanding the business internationally
As international marketing is about planning and serving for international customers
satisfaction and goal accomplishment. Amazon is almost become the world popular brand and
now it want to target some other places which they have not covered yet. As it aid to get the
worlds highest profit margin and market-shears.
Different routes for market internationally
There are multiple routes through which Amazon entered into international market and
which can aid them to enter to some another country's are as follow(.Cateora, Meyer,
Gilly, 2020).
Licensing- This is the process of getting right to establish the business in the particular
area By the exchange of some amount of money and permission leniences.