Thinking of operating in an International Market? You already are!

1. What is Internationalisation of
markets?
by
Eileen Conlan
Marketing Consultancy Services

2. International Marketing
“International marketing is the performance of
business activities designed to plan, price, promote
and direct the flow of the company’s goods and
services to consumers or users in more than one
nation.”
(Cateora et al, pg.9)

3. Q: What do these companies
have in common?
A: They used to be American
companies.

4. (uncontrollable)
Foreign
Environment
(uncontrollable)
Domestic Environment
(controllable)
Firm characteristics
Promotion
Product Price
Channels of distribution
Research
Environmental
(uncontrollable elements)
Country market A
Environmental
(uncontrollable elements)
Country market B
Environmental
(uncontrollable elements)
Country market C
Political/
Legal
forces
Competitiv
e Structure
Economic
climate
Structure of distribution
Level of
technology
Competitiv
e Forces
Economic
Forces
Political/
Legal forces
Cultural
Forces
Geography
and
Infrastructure
The International Marketing Task

5. Global Awareness involves:
• Knowledge & understanding of cultures & history
• Reviewing world market potential
• Having knowledge & understanding of global
economic, social and political trends (PESTLE
factors)
• Tolerance of cultural differences

6. • No direct foreign marketing
• Infrequent foreign marketing (surplus)
• Regular foreign marketing
• International marketing
• Global marketing
Stages of International Marketing
Market Potential | Company Capabilities

7. Contact US
www.eyeonthemarket.co.uk
Twitter: @Eye_ontheMarket
LinkedIn: /eileenconlan

8. References
• International Business: Competing in the Global Marketplace, Charles W.L. Hill
• International Marketing, Phillip Cateora, Mary Gilly and John Graham
• Principles of International Marketing (9th edition), Czinkota, Ronkainen & Zvogbo South-
Western Cengage Learning