This report provides a comprehensive overview of international marketing, exploring key concepts and strategies for businesses operating globally. It begins by defining international marketing and its scope, emphasizing the adaptation of marketing principles across different countries. The report then delves into the rationale for international market entry, highlighting opportunities for increased sales, profit, and innovation. Various market entry routes, such as online selling, retail shops, trade shows, and pop-up shows, are described. The report also examines criteria for selecting international markets, including environmental and competitor analysis, and outlines the market selection process. Different market entry strategies, including exporting, licensing, and joint ventures, are explained with their advantages and disadvantages. Finally, the report presents an overview of the global versus local debate, discussing the challenges and opportunities of both approaches and concluding with the marketing mix framework. The report uses McKinsey & Company as an example throughout the analysis.
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