International Marketing Report: Strategies, Mix and Orientation

This report provides an introduction to international marketing, defining its application of marketing tactics across different countries. It explores the key arguments in the global versus local debate, comparing the size of operations, funding requirements, and associated risks. The report then examines the elements of the marketing mix, using Rowlinson Knitwear as a case study for expansion into the Australian market. It analyzes product, price, place, and promotion strategies. Furthermore, the report outlines different approaches to international marketing, and distinguishes between home and international orientations, highlighting their implications for businesses. The conclusion emphasizes the benefits of entering foreign markets, and the report concludes with a list of relevant references.