International Marketing: Scope, Concepts, and Strategies

) Unit 40: International Marketing
Submitted on:
Lecturer declaration
International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and key concept of international marketing...........................................................1
P2 Rationale for it to want to market internationally and various routes to market...............2
TASK 2............................................................................................................................................4
P3 Key criteria and selection process.....................................................................................4
P4 Different market entry strategies with advantages and disadvantages..............................5
TASK 3............................................................................................................................................7
P5 Overview of key arguments in the global versus local debate..........................................7
P6 Product, price, pricing and promotional distribution approach differs in a variety of
international contexts..............................................................................................................8
TASK 4..........................................................................................................................................10
P7 Different international marketing approaches client organisation can adopt..................10
P8 Home and international orientation and ways to assess competitors..............................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing is defined as the process through which business activities is
performed as to plan, price, promote goods and services served by business activities to large
number of consumers at international level. Through international marketing business is
expended to various markets and enjoys an advantage to be connected with new consumers. This
leads to expansion and diversification of business operations and provides opportunity to grow
and develop in different markets. Through international marketing globalisation has reached to
competitive level as quality products are served in affordable pricing then it leads to improve
living standards all over the globe (Abuznaid, 2012). In this project report scope and key concept
of international marketing is elaborated. Selection of entry in international markets and key
success factors. Elements of marketing plan to be adopted across international markets.
Organisation and evaluation of international marketing efforts.
TASK 1
P1 Scope and key concept of international marketing
International marketing is focused on the application of marketing principles and strategy
across national borders. Those are the marketing activities applied in other countries. According
to Kotler, ‘Global marketing is concerned with integrating and standardising marketing actions
across several geographic markets’. Scope of international marketing is described as follows-
Export: It is a process where products are produced in one country and exported for sale
out of the national boundaries. For example, Toyota used to produce all motor vehicles in their
local Japanese plants and export to Asian markets and later to North America. Benefit of
exporting goods could be the compensation of local restrictions in terms of space, climate, and
taxation (Aichner, 2014). It has a positive impact on the economy in terms of increased revenue
stream for the government from the taxes, increased employment and additional revenue stream
from the employment taxation.
Import: It is a process during which goods or services are brought in the domestic
market from other countries. Such as the import of tomatoes from Italy to UK. Through imports
facilities that are not available in the domestic markets for business can be introduced and
various facilities gets improved through imports.
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