Scope and Concepts of International Marketing

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Scope and concepts of international marketing...........................................................................3
Rationale for organisation to want to market internationally and routes to international market
.....................................................................................................................................................4
Opportunities and challenges for international marketing...........................................................5
LO2..................................................................................................................................................6
Key criteria and selection process while selecting international market to enter........................6
Different market entry strategies and their advantage and disadvantage....................................7
LO3..................................................................................................................................................8
Key arguments in the global vs. local debate..............................................................................8
How product, price, promotional and distribution approaches differs in variety of contexts.....8
LO4..................................................................................................................................................9
International marketing approaches organisation can adopt.......................................................9
Home and international orientation and ways to assess competitors........................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing can be defined as performance of business activities through
which business can direct the flow of goods and services to consumers or customers outside
national boundaries. This report will discuss about international marketing and its different
elements in context of Amazon, multinational American technology company, founded in 1994
company is headquartered at Seattle, Washington, US. Amazon operates in different industries
and in this report e-commerce business of Amazon will be contextualised. This report will
discuss scope and concepts of international marketing and rationale that organisation wants to
market internationally. Followed by this report will include key criteria to consider while
selecting international market and different elements of marketing plan and will discuss
international marketing approaches.
LO1
Scope and concepts of international marketing
Scope of international marketing includes-
Export- This is a practice of international marketing in which goods and services are exported to
other country. In this Amazon require to export or its goods to other countries for sale. Amazon
is a retail organisation and this is why exporting is very important element of practices of
Amazon in which goods are exported to other countries.
Import- This is a practice on international marketing in which goods are imported or brought
into one country (Sheth, 2020). In this practice Amazon requires to brought goods or products
from different countries into home country or country where Amazon operates.
Re-export- This involves importing semi-finished goods, then processing them further and
preparing finished goods and exporting them.
Managing international operations- This includes operation of marketing and sales facilities in
foreign countries and establishment or production or assembly facilities in foreign countries. In
addition to this managing international operations and practices in foreign countries.

Key concepts of marketing includes-
Contract Manufacturing- Contract manufacturing is one of the concepts of international
marketing in which businesses from one country create contract for manufacturing with firm of
another country.
Franchising- This involves giving license to organisations so that they can operate on the name
of franchiser.
Fully owned subsidiary- In this organisations establish fully owned subsidiary in international
market for entering into the market.
Rationale for organisation to want to market internationally and routes to international market
There are several reasons because of which organisation want to market internationally
and as Amazon have also marketed internationally and have its existence around world, some
rationale are-
Diversified income stream- This is one of the most important reason for Amazon to market
internationally (Katsikeas, Leonidou and Zeriti, 2019). As per this reason international market
provides different and diversified income streams and on the basis of this Amazon can increase
its income and profit from different areas.
Adapting to demand fluctuations- This is another reason in which marketing internationally
helps in adapting to demand fluctuations that takes place in domestic market. In this demand
fluctuations in domestic market can be compensated through international marketing.
Technology reaches customers in more places- This is another rationale for Amazon that
through international marketing they can take their technology to more places and customers.
India is one of the examples where Amazon took its technology and made it reach to more
places.
Large size of market- International marketing also increases size of market that increases
customers for the company and making it one of the reasons for market internationally.