International Marketing Report: BTEC HND Business, Unit 40, Semester 1

This report provides an introduction to international marketing, differentiating it from local marketing and highlighting its importance for business growth and international relations. It outlines key arguments in the global versus local debate, examining promotion tactics, product offerings, and pricing strategies. The report explores the marketing mix in international markets and describes various international marketing approaches, including direct and indirect exporting, and compares home and international orientations like polycentric and geocentric. It evaluates marketing approaches and competitor analysis, recommending a geocentric approach for business expansion. The report concludes by summarizing the differences between global and local markets and provides references for further study.