International marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services across national boundaries to create exchanges that satisfy organizational objectives. There are both similarities and differences between international and domestic marketing. While both require satisfying consumer needs, international marketing faces additional challenges like dealing with different political systems, legal structures, cultures, currencies, and trade restrictions across countries. The risks are also generally greater for international versus domestic marketing due to larger transactions over longer time periods and distances.

1. International Marketing:

2. • "International Marketing is the performance of
business activities that direct the flow of a
company's goods and services to consumers or users
in more than one nation for a profit.
"Cateora and Ghauri (1999)
• International marketing can be defined as
"marketing carried on across national boundaries".
• International marketing has also been defined as '
the performance of business activities that direct the
flow of goods and services to consumers or users in
more than in one nation

3. "international marketing is the multinational process
of planning and executing the conception, pricing,
promotion and distribution of ideas, goods, and
services to create exchanges that satisfy individual
and organizational objectives

4. International Marketing vs. Domestic
Marketing
• There are a number of similarities and differences
between international and domestic marketing.
• Both in domestic marketing and international marketing
success depend upon satisfying the basic requirements of
consumers. This necessarily involves finding out what the
buyers want and meeting their needs accordingly
• It is necessary to build goodwill both in the domestic
market and international market. If a firm is able to
develop goodwill of consumers or customers, its tasks
will be simpler than the one, which has not been able to
do so.

5. Research and development for product development
and modification is necessary both for international
marketing and domestic marketing. However, there
are some salient features of difference between
international marketing and domestic marketing.
They are as follows:
• 1. Sovereign Political Entities:
Each country has is a sovereign political entity and
goods and services had to move across national
boundaries. S a result, they may have to face a
number of restrictions. This my fall in any of the
following categories; Tariffs and customs duties
Quantitative restrictions Exchange controls Local

6. • 2. Different Legal Systems:
Each country has its own legal system and it
differs from country to country. The existence of
different legal systems makes the task
of businessmen more difficult as they are not sure
as to which particular system will apply to their
transactions. In the case of domestic marketing the
buyers are aware of the legal systems in their
country.

7. 3. Cultural Differences
In domestic marketing there is only one nation,
same language and culture where as at
international marketing many languages and
different cultures.
4. Different Monetary Systems:
Each country has its own monetary system and the
exchange value of each country's currency is
different from that of the other. The exchange rates
between currencies fluctuate every day. In case of
domestic marketing there is only one currency
prevailing in the country.

8. 5. Differences in the Marketing infrastructure:
The availability of the marketing facilities available
in different countries may vary widely. For example,
an advertisement medium very effective in one
market may not be available or may be under
developed in another market.
6. Trade Restrictions:
Trade restrictions, particularly import controls are a
very important problem which an international
marketer faces.

9. 7. Transport Cost:
In International trade, transport cost is a major
marketing expense whereas in domestic trade
transport cost influences only to certain extent.
8. Procedures and Documentations:
Each country has its own procedures and
documentary requirements and traders have to
comply with these regulations if they want to
export or import goods from foreign countries.

10. 9. Degree of Risk:
There is a greater degree of risk involved in international
marketing than in domestic marketing due to
• Large volume of transactions
• Higher value of transaction
• Longer time period
• More time of transit
• Longer credit period
• Comparatively less knowledge
• Exchange fluctuations.
10. Stability in Business Environment:
In domestic marketing there is relatively stable
business environment. At international marketing
multiple environments, many of which are likely