INTERNATIONAL MARKETING

&
EXPORT MARKETING

May 18, 2005

MARKET – The set of all actual and potential buyers of a product
or service.

MARKETING --Total system of business activities designed to

plan, price, promote and distribute want-
satisfying products and services to target markets
to achieve organizational objective.

DOMESTIC MARKETS – buyers in a country, including consumers,

producers, resellers and government agencies.

INTERNATIONAL MARKETS -- Buyers found abroad, including

foreign consumers, producers, resellers and
governments.
INTERNATIONAL MARKETING – The activities or an organization
to market its products in two or more countries.

Performance of business activities designed to

plan, price, promote and direct the flow of a
company’s goods and services to consumers or
users in more than one nation for a profit.

GLOBAL MARKETING – Companies treat the world, including

their home market as one market.
Market segmentation is not on national borders
but on demographics like age, income level etc.

Companies involve in global marketing generate

more than half of its revenue from foreign markets.
DOMESTIC MARKETING
Performance of business activities designed to
plan, price, promote and direct the flow of a
company’s goods and services to consumers or
users in a country for a profit.

INTERNATIONAL MARKETING
Performance of business activities designed to
plan, price, promote and direct the flow of a
company’s goods and services to consumers
or users in more than one nation for
a profit.

The key phrase is “in more than one nation”

INTERNATIONAL MARKETING

The difference is the environments in which the marketing

plans are implemented.

Controllable elements : product, price, promotion and distribution

Uncontrollable elements : Competition, legal restraints,

government controls, weather etc.

In international marketing adapting or adjusting to uncontrollable

elements is the name of the game.

You can get the standards set by governments, amended; if you

have sound reason and salesmanship – exceptional cases.
Experience in Iran and Poland.
INTERNATIONAL MARKETER has to work on

a: Controllable elements - 4 Ps

b: Uncontrollable elements of home country

C: Uncontrollable elements of each foreign country

Each foreign country has different sets of uncontrollable

elements. Solution to a problem in one country may not
be applicable to similar problem in another country.

Successful marketers design a marketing program for

optimal adjustment to the uncertainty of the business
climate.
MARKETING DECISION FACTORS

a: Controllable factors - 4 Ps

Marketer can adjust the controllable factors to achieve

its objectives – long term or short term…

b: Uncontrollable DOMESTIC environments

Government policies towards other countries

Ban on trade with Israel.

Favorable conditions for Sri Lanka

SAARC, EU, RCD

Economic conditions in the base country – encourage

Investment home and abroad…….
Competition in domestic or home market.
c: Aspects of uncontrollable FOREIGN environments

Conditions in UAE , emirates and free trade zones

You need local partner in emirates but not in free zone

Business with “legal person” thru “legal representatives” of

legal Chinese.

Technology level in the country - can they maintain the

equipment or need a “lower generation” equipment.

Political and legal issues - “alien status” of ex-pats.

“alien culture” of the host country.

Legal procedures and parallel systems – grey areas, double

accounts, under the table etc.
ADAPTATION of environment - a MUST

Uncontrollable elements constitute a business culture.

Culture has a very strong impact on business environments.

Easier to adjust in domestic market, because we are a part

of the culture.

For foreign markets, marketers must develop frame of reference

based on domestic culture - white color, punctuality, personal
talk etc. etc.