This document discusses international marketing and provides definitions and explanations of key concepts. It defines international marketing as business activities that direct the flow of goods and services to consumers in more than one nation for profit (paragraph 1). It involves identifying foreign markets, selecting entry modes, and developing marketing strategies to compete abroad (paragraph 2). The document also discusses the differences between international and domestic marketing, with international marketing requiring consideration of various cultural, legal and economic differences across countries (paragraphs 7-8).

2. DEFINITION
"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. “
It refers to the firm-level marketing practices across the border including
market identification and targeting, entry mode selection, marketing mix,
and strategic decisions to compete in international markets.
According to the American Marketing Association (AMA) "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.”

3. CONTD…
In simple words International Marketing is the application of marketing principles to
across national boundaries.
However, there is a crossover between what is commonly expressed as international
marketing and global marketing, which is a similar term. The intersection is the result
of the process of internationalization.
Many American and European authors see international marketing as a simple extension
of exporting, whereby the marketing mix 4P's is simply adapted in some way to take
into account differences in consumers and segments.
It then follows that global marketing takes a more standardized approach to world
markets and focuses upon sameness, in other words the similarities in consumers and
segments.

4. WHAT ARE MNC’S?
 MNC’s are huge industrial organizations which extend their
industrial and marketing operations through a network of their
branches or their Majority Owned Foreign Affiliates.
 MNC’s are also know as Transnational Corporation (TNC’s).

5. MICRO (INTERNAL) AND MACRO
(EXTERNAL) ENVIRONMENT

6. MICRO (INTERNAL )ENVIRONMENT
Micro environment refers to the environment which
is in direct contact with the business organization
and can affect the routine activities of
business straight away. It is associated with a
small area in which the firm functions. It is also
known by the name Internal Environment or Task
Environment.

7.  Suppliers are the ones who provide inputs to the business like raw material,
equipment and so on
 Competitors are the rivals, which compete with the firm in the market and
resources as well.
 Marketing intermediaries may include wholesalers, distributors, and retailers that
make a link between the firm and the customers.
 Customers / Consumers are the ones who purchase the goods for their own
consumption. They are considered as the king of business.
 The firm itself is an aggregate of a number of elements like owners like
shareholders or investors, employees and the board of d

8. MACRO (EXTERNAL) ENVIRONMENT
The general environment within the economy that influences the
working, performance, decision making and strategy of all
business groups at the same time is known as Macro
Environment. It is dynamic in nature. Therefore it keeps on
changing.
It constitutes those outside forces that are not under the control
of the firm but have a powerful impact on the firm’s functioning

9.  Macro Environment is the external environment
 the macro environmental factors affect all the business
entities.
 the macroeconomic variables are uncontrollable.
 PESTLE, i.e. Population & Demographic, Economic, Socio-
Cultural, Technological, Legal & Political and Environmental

10. LOCAL MARKET EXPANSION: MARKETING
MIX DECISIONS
Global Standardisation
Marketing Mix:
Product policy;
Advertising;
Pricing;
Distribution.

11. GLOBAL STRATEGY
Competitive Strategy:
 Conceptual development;
 Competitive advantage vs. competitive positioning;
 Sources of competitive advantage and performance implications.
Strategic Alliances:
 Learning and trust;
 Recipes for alliance success;
 Performance of different types of alliance.
Global Sourcing:
 Global sourcing in a service context;
 Benefits of global sourcing;
 Country of origin issues in global sourcing.
Multinational Performance:
 Determinants of performance;
 A different interpretation of performance.

12. FIDO IS BACK!!

13. 7UP: FAILURE TO CONNECT WITH INDIAN THE
POPULATION
In India, Fido was first introduced as a 7UP mascot in 1990. Later it went missing
for a few years and was back with 7UP in 2003.
When asked about the evolution of Fido Dido, Ferrone, who also heads the
creative development team at Cartoon Network, says, "He is putting a little bit
of colour and has become dimensional from being flat."
India was the first place where officially Fido put some colour and changed its
attire for the 7UP 'Qawaali' ad. "The emphasis will now be on making Fido
more relatable in future campaigns; maybe not quite presenting him as a
magician,

14. FOREIGN EXCHANGE

15. The term Foreign exchange implies two things:
a)foreign currency and b) exchange rate
Foreign exchange generally refers to foreign currency,
eg for india it is dollar, euro, yen, etc… &
the other part of foreign exchange is exchange rate which is the
price of one currency in terms of the other currency.
Forex is the international market for the free trade of currencies.
Traders place orders to buy one currency with another currency.

16. According to Hartly Withers, “ Foreign exchange is the art and science
of international monetary exchange”
The forex market is the world’s largest financial market. Over $4 trillion
dollars worth of currency are traded each day. The amount of money
traded in a week is bigger than the entire annual GDP of the United
States!
The main currency used for forex trading is the US dollar

17. DIFFERENCES BETWEEN DOMESTIC MARKETING AND
INTERNATIONAL MARKETING
International marketing strategies are developed by various multinational
companies on a global level in order to set a common brand platform for their
products and brands. It is then passed on to each local or domestic market
which makes adjustments for their country and manages its implementation.
Such a structure ensures a global brand consistency, pricing and messaging. It
also can have significant cost savings as major advertising and marketing
campaigns can be developed centrally

18. Globalization has created new marketing behaviors, opportunities and challenges
thereby making international marketing somewhat different from domestic
marketing. Due to deregulation and technological advances in transportation
and communication, companies can market in, and consumers can buy from
almost any country in the world. In this situation of heightened competition, it
is important for companies to offer products that would be of interest in the
global marketplace and also adjust their product and service features to each
country’s different cultures and values. They must choose what to produce, and
how to price and communicate their products considering the different legal
and political differences, language, and currency fluctuations. To sum up, when
multinational companies segment their target markets and position their
products, cross-cultural literacy is necessary, which is a concept
of glocalisation, requiring a company to “think globally and act locally”.
Without an understanding of cultural and structural differences between
countries, even leading global corporations can fail in specific markets.

19. BENEFITS OF INTERNATIONAL MARKETING
Provides higher standard of living
Helps in the development of the country by providing
employment opportunities and promoting exports
Increase the output at the international level
Provide the goods that cannot be produced within the home
country due to lack of resources

20. THANK YOU