Definitions of international marketing

IM is the performance of business activities designed to plan, price, promote and

direct the flow of companys goods and services to consumers or users in more
than one nation for a profit (Cateora et al., 2002.
IM is that segment of business concerned with the planning, promoting,
distribution, pricing and servicing of the goods and services desired by
intermediate and ultimate consumers (!lbaum et al., "##$.
IM is the process of planning and conducting transactions across national borders
to create e%changes that satisfy the ob&ectives of individuals and organi'ations.
International mar(eting has forms ranging from e%port)import trade to licensing,
&oint ventures, wholly owned subsidiaries, turn(ey operations and management
contracts (C'in(ota et al., 200".
Scope of international
International marketing orientation
WHY COMPANIES GO INTERNATIONAL
There is no simple explanation.
Some theories work well for certain industries or countries.
No single theory explains all or even most internationalization.
Most of the motivations for going international are very similar to domestic
motivations
Proactive !ttractions that pull
Reactive "onstraints or fears that push
Pull Motivations
Proactive--Seeking Opportunity:
Conditions that Pull Us Abroad
Most motivations for going international are proactive
Seeking productive efficiency
Seeking markets
Productive-Efficienc Motivations
!c#uiring productive assets that will improve efficiency factors of production
$uality
$uantity
"ost
!actors of Production
Natural resources
%aw materials &e.g.' water' minerals' ara(le land)
*iological resources &e.g.' forests' fish)
"limate &e.g.' temperature' weather' rainfall' topography)
!actors of Production "#$
+a(or
,nexpensive
-ighly skilled
Technology
%ther Productive Motivations
.ood infrastructure
/iversification of supplies
/iversification of production
Vertical integration
!inancial Incentives
!ccess to lower0cost funds
1inancial incentives of governments
.rants and cheap loans
,nexpensive sale or rent of assets
Tax holidays
,nvestment in infra0structure
Marketing Motivations "&$
To develop or expand the company2s role in foreign markets
To simply protect its existing position in those markets &defensive marketing)
Marketing Motivations "#$
To escape limited market opportunities at home
To utilize excess capacity &e.g.' 13p y& g' e#uipment' management' la(or)
To get (ehind trade (arriers a(road
Marketing Motivations "'$
+ocation 00 to (e close to customers
To reach customers who cannot (e reached from afar
To reduce transportation costs
To provide just-in-time scheduling
Marketing Motivations "($
$uickly respond to changing market conditions
3verall demand
Style preferences
Follow the customer