Scope and Concepts of International Marketing

This report discusses the scope and concepts of international marketing, including exporting, importing, re-export, and managing international operations. It explores the rationale for organizations to market internationally and the routes to international markets. The report also examines the opportunities and challenges of international marketing, as well as key criteria and selection process for entering international markets. It discusses different market entry strategies and their advantages and disadvantages. The global vs. local debate is explored, along with how product, price, promotional, and distribution approaches differ in various contexts. The report concludes by discussing international marketing approaches that organizations can adopt, including centralised and decentralised approaches, and the importance of home and international orientation and ways to assess competitors in international markets.