International Marketing: Scope, Strategies, and Global Market Entry

This presentation provides a comprehensive overview of international marketing, focusing on its scope, key concepts, and reasons for companies to engage in global operations. It explores various routes for entering international markets, including licensing, franchising, joint ventures, and foreign direct investment, along with the selection criteria for choosing new markets, such as market concentration, GDP growth, and risk assessment. The presentation also discusses different market entry strategies, arguments surrounding the global vs local debate, and the 4 Ps vs. the distributional approach. Furthermore, it examines international market approaches like the transaction cost approach, standardization/adaptation perspective, and global integration perspective, highlighting the importance of understanding competitors, culture, research, promotion, and placement in both global and local markets. Desklib provides access to this and other solved assignments.

International Marketing

• INTRODUCTION
Scope of international marketing
Reasons to deal internationally
Routes to enter international market
Selection criteria in choosing new market
Market entry strategies
Arguments on global vs local debate
4 Ps vs Distributional approach
International Market Approaches
Various approaches in global and local market
CONCLUSION
REFERENCES
Table of Contents

INTRODUCTION
International marketing is the process of
marketing among many countries which are
export, licensing, franchising, foreign direct
investment and joint venture of the global firms.
They deal in worldwide customers so as to
satisfy their needs by diversifying (Bilro and
Dias2022).

Scope of International Marketing
• Peace among countries
• Decrease risks and increase opportunities
• Technical
• Wide market
• Competency
• Contractual agreements

Reasons to deal Internationally
• Income increases
• Demand fluctuations

Routes to enter International Market
• Licensing
• Franchising
• Joint Venture
• Foreign Direct Investment

Selection criteria in choosing new market
• Market concentration
• Market Diversification
• GDP growth
• Risk
• Short listing
• Test and set up

Market Entry Strategies
• Direct Exporting
• Licensing and franchising
• Joint venture
• Strategic acquisition
• Foreign direct investment

Arguments on global vs local debate
• Research
• Recognising target market
• Partnering
• Execute
• Expertise and resources

4 Ps Vs Distributional approach
• Product
• Promotion
• Place
• Pricing

International Market Approaches
• Transaction cost approach
• Standardization/adaptation
perspective
• Global configuration/ coordination
perspective
• Global integration perspective
• Evolutionary perspective

Various approaches in global and local market
• Competitors
• Culture
• Research
• Promoting
• Placement