international marketing

International
Marketing

EXECUTIVE SUMMARY
International marketing is refers to the utilisation of marketing principles to satisfy the
needs and wants of consumers from various international markets. Business organisation adopt
international marketing to create strong international presence. Market entry strategies, routes of
market entry, criteria for selection, market orientation and differing approaches to product, price,
promotion and distribution strategy are considered during global expansion to adopt effective
international marketing practices. This along with various arguments for global and local
marketing are provided in this report.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY .................................................................................................................................4
TASK 1............................................................................................................................................4
P1 Scope and key concepts of international Marting.............................................................4
P2 Rationale for international marketing along with market routes.......................................5
TASK 2...................................................................................................................................7
P3 Evaluation of criteria considered during the selection of an international market ...........7
P4 Different strategies of market entry..................................................................................8
TASK 3............................................................................................................................................9
P5 Main arguments for global versus local ..........................................................................9
P6 Investigation of ways in which product, price, promotional and distribution approaches
differ in various international situations ..............................................................................10
TASK 4..........................................................................................................................................11
P7 Expatiation and analysis of international marketing approaches ..................................11
P8 Comparison of ethnocentric and international orientation and ways for competition
assessment ...........................................................................................................................12
CONCLUSION ............................................................................................................................13
REFRENCES ................................................................................................................................14

INTRODUCTION
Business organisations aim to expand their business operations and create strong presence in
various international regions in order to gain success and survive in the corporate world for a
long time period. In order to ensure high profitability in foreign markets, business organisations
utilise different marketing strategies which attracts a large number of consumers for the
company. This report is based on the US based multinational company and the role international
marketing played in expansion of the company to India. The respective organisation operates in
the e-commerce industry and created a strong international presence in India with the help of
effective marketing. This report includes description about scope and key concepts of
international marketing and the rationalisation to market international. In addition to this various
routes of international marketing are also provided in this report. Apart from this criteria and
section process used during selection of an international market are provided in this report along
with various type of market entry strategies. Main arguments of the global versus local debate
are also given in this report.
MAIN BODY
TASK 1
P1 Scope and key concepts of international Marting
International marketing is defined as the selling and buying of products and services from
one country to another countries. It is also known as exchange of products and services between
the countries for a business trade.
Scope: The scope of international marketing is very wide and also has a huge meaning in
marketing context. Business cannot survival in international market without an internal plan.
Globalization plays a vital role in marketing sector as it allows the organisation to enter into
different countries to cater the market (Baker and Saren, 2016). Promoting products and services
internationally helps rising up the international markets and even bargaining power of buyers
also increases which has change the shape of the world. In reference to the selected firm, scope
of international marketing is mentioned below-
 Imports: Imports are considered as the easiest form of international market as it allows
to import from one country to another for selling in the domestic market. In context to
the chosen company the company is widely importing goods and services.