REVISION

International Marketing MKT630

Lesson # 45

REVISION

In recent times markets have become truly global. It is increasingly difficult for companies to avoid the

impact of competition from around the world and the convergence of the world's markets. As a result,

an increasing number of companies are drawn into marketing activities outside their home countries.

Modern marketers have to deal with customers who are changing, with channels of distribution that are

changing, and with the technological advances that are changing the nature of their products & services

and requiring them to operate imaginatively & effectively in the emerging markets. The basic nature of

marketing does not change from domestic to international marketing, but marketing outside national

boundaries poses special problems. International marketing, unlike domestic marketing, requires

operating simultaneously in more than one kind of environment, coordinating these operations, and

using the experience gained in one country for making decisions in another country. The demands are

tough and the stakes are high. International marketers not only must be sensitive to different marketing

environments internationally, but also must be able to balance marketing moves worldwide to seek

optimum results for the company.

The purpose of International Marketing subject has been to provide students a perspective of the

international marketing environment and to expose them to the real issues, challenges and opportunities

of conducting business across national boundaries. The course offered students a contemporary practical

knowledge of international marketing and the requisite skills to manage business in an international

context. The major topics focused on understanding international marketing process, comprehending

foreign environments, conducting research in international markets, marketing across cultures and

modes of entry into international markets. The course also covered planning and execution of the

conception, pricing, promotion and distribution of ideas, products and services in international markets.

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