Faugul Developing Global Marketing Ingernational. International Marketing Irwin series in marketing. Get a color, loose leaf copy of the full text Binder-ready pages Lighten your load, carry only what you need for class What are my shipping options? Assessing Global Market Opportunities. Implementing Global Ggauri Strategies.
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All rights reserved. Company number What is International Marketing? 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. What is Global Marketing? Johansson defines global marketing as a bigger brother to international marketing i.
The result is a global approach to international marketing. Rather than focusing on country markets, that is, the differences due to the physical location of customers groups, managers concentrate on product markets, that is, groups of customers seeking shared benefits or to be served with the same technology, emphasizing their similarities regardless of geographic areas in which they are located. So, as with many other elements of marketing, there is no single definition of international marketing, and there could be some confusion about where international marketing begins and global marketing ends.
These lessons will assume that both terms are interchangeable, and will define international marketing as follows: International marketing is simply the application of marketing principles to more than one country.
Bibliography Doole, I. Johansson, J. Cateora, P. Muhlbacher, H. Keegan, W. 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.
At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. Note: Doole and Lowe differentiate between international marketing simple mix changes and global marketing more complex and extensive.
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