Introduction to International Marketing.
International marketing is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term. For the purposes of this lesson on international marketing and those that follow it, international marketing and global marketing are interchangeable.
The intersection is the result of the process of internationalisation. Many American and European authors see international marketing as a simple extension of exporting, whereby the marketing mix is simply adapted in some way to take into account differences in consumers and segments. It then follows that global marketing takes a more standardised approach to world markets and focuses upon sameness, in other words the similarities in consumers and segments. So let's take a look at some generally accepted definitions.
What is International Marketing?
At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.
Doole and Lowe (2001).
Note: Doole and Lowe differentiate between international marketing (simple mix changes) and global marketing (more complex and extensive).
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)
Note: Cateora and Ghauri consider international marketing in the absence of global marketing.
International marketing is the application of marketing orientation and marketing capabilities to international business.
Muhlbacher, Helmuth, and Dahringer (2006)
Note: Muhlbacher et al consider international marketing in relation to marketing orientation and competences (see also Global Marketing).
The international market goes beyond the export marketer and becomes more involved in the marketing environment in the countries in which it is doing business.
Keegan (2002)
Note: Keegan's definition is typical of those that see international marketing a one stage of an internationalisation process.
