While going international there are several factors which guides the orientation of the firm. Companies must understand the international orientation while planning to internationalize their firm.

1. INTRODUCTION TO INTERNATIONAL
MARKETING
Vijyata | Assistant Professor | Ranchi Women’s College

2. WHAT IS INTERNATIONAL MARKETING
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. PRE – CONDITIONS OF EMERGENCE OF
INTERNATIONAL MARKETING
Developed
market
Infrastructure
International
Legislation
Desire of
Companies to
expand
and profits
Development
co-operation
Market
behaviour of
consumers in
different
countries
Increase in
demand of
product in
foreign market
due to change
in lifestyle
Saturation in
domestic
market

4. INTERNATIONAL MARKETING CONCEPTS
Domestic Marketing
Marketing that is targeted exclusively at the home
country market
Export Marketing
It is first step in foreign expansion where company
produces its products in home country and exports
the surplus to other countries .No efforts are made
to plan and execute marketing mix to suit foreign
markets.

5. INTERNATIONAL MARKETING
CONCEPTS
• International Marketing
It is extension of domestic marketing mix to all
countries . Here focus shifts from just exporting
to marketing in foreign countries. Company
establishes subsidiaries in the foreign countries
to undertake marketing operations. These
subsidiaries focus on extending their presence in
the foreign market by utilizing their limited
resources focusing on what they do the best.

6. INTERNATIONAL MARKETING
CONCEPTS
• Multinational Marketing
The multinational marketing is the adaptation of the
domestic marketing mix suitable to the marketing
differences in marketing environment in each country of
operations. Different strategies for different country is
the guiding rule for multi national marketing.
• Global Marketing
The world as a whole is viewed as a market and the firm
attempts to standardise the marketing mix up to an
extent which is culturally feasible and cost effective.

7. BENEFITS OF INTERNATIONAL
MARKETING
Survival
The growth of overseas markets
Sale and Profits

8. INTERNATIONAL MARKETING PROCESS
Deciding
to
internation
alise
Market
Selection
Product
Selection
Selection
of Entry
Mode
Marketing
Strategy
selection
Internation
al
Organisati
onal
Decision
Evaluation of
external
environmental
factors
S
W
O
T
Assessment of
product line and
market potential
Distribution
Strategy
Promotion
Strategy
Product
Strategy
Pricing
Strategy

9. INTERNATIONAL MARKETING
ORIENTATION ( EPRG)
E: Ethnocentric
P: Polycentric
R: Regiocentric
G:Geocentric

10. ETHNOCENTRIC
Strong orientation towards home country
Overseas operations are generally considered secondary to
domestic operations and primarily as a means to dispose of
domestic surplus production
Overseas sales is insignificant compared to total sales of the firm
Overseas marketing is taken care by centralized export department
employing home country nationals
Rely heavily on export agents

11. POLYCENTRIC
International marketing activities on a country-by-country
basis
Each country is treated as a separate entity
Each subsidiary makes its own mutually exclusive decision

12. REGIOCENTRIC
Firm recognises the common feature of the region, views that
region as one market and organises activities for that as a
whole.
Marketing personnel are chosen from that region and
regional channels of distribution are developed.
Marketing mix has a regional orientation

13. GEOCENTRIC
The entire world is treated as one market
Standardised product lines are developed
Global channel of distributions are established and pricing
and promotion policy are designed uniformly.
Marketing personnel can be recruited from any part of the
world.

14. FACTORS AFFECTING CHOICE OF EPRG
Size of the firm
Experience of the firm in overseas market
Extent of heterogeneity of the potential market
Nature of the product

15. THANK YOU!!!
For any feedback/suggestions ,kindly mail me at
Vijyata.rwc@gmail.com or comment in the comment box.