International marketing can be defined as marketing carried out across national boundaries. It involves business activities that direct the flow of goods and services to consumers in more than one country. The scope of international marketing includes exports and imports, contractual agreements like turnkey operations and licensing, joint ventures, wholly owned manufacturing facilities abroad, contract manufacturing, management contracting, operating from a third country location when direct trade is not possible between two countries, mergers and acquisitions to gain access to new markets and reduce competition, and strategic alliances formed between companies to cooperate and share risks in achieving common objectives.

1. INTERNATIONAL MARKETING
MEANING & SCOPE
Martin Joseph Mathews
MACFAST

2. Marketing
The American Marketing Association
defines marketing as “the performance of
business activities that direct the flow of
goods and services from producer to
consumer or user.”

3. International Marketing
 International marketing can be defined as
"marketing carried on across national
boundaries”.
 It can also be 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”.

4. Scope of International Marketing
1. Exports & Imports
- International Trade
- reduce the risk of operating
internationally
- gain adequate experience about the
foreign market

5. 2. Contractual Agreements
- Turn key Operations
- Co-production
- Technical and Managerial know-how
- Licensing Agreements

6. 3. Joint Ventures
- a form of collaborative association for a
considerable period of time
4. Wholly Owned Manufacturing
- Factors like trade barriers, cost
differences, govt. policies, etc encourage
setting up of production facilities in
foreign markets
- provides the firm with total control over
quality and production

7. 5. Contract Manufacturing
- when a firm enters into a contract with
other firm in the foreign country to
manufacture and assemble the products
and retain product marketing with itself
- low risk, low cost, easy exit
6. Management Contracting
- the supplier brings a package of skills
that will provide an integrated service to
the client

8. 7. Third Country Location
- when there is no commercial
transactions between two countries due
to various reasons, firm which wants to
enter into the market of another
nation, will have to operate from a third
country
8. Mergers & Acquisitions
- it provides access to markets,
distribution network, new technology
and patent rights
- reduces the level of competition for
firms which either merge or acquires

9. 9. Strategic Alliances
- strategy refers to „the means to
fulfill company‟s objectives‟ .
- it is a business relationship
established between two or more
companies to cooperate out of mutual
need and to share risk in achieving a
common objective.

10. THANK YOU…...