international marketing

the MARKETING of a firm's products in a number of overseas markets as opposed to selling only in the firm's domestic market. In a limited number of cases a firm may be able to promote its product as a GLOBAL BRAND using the same broad MARKETING MIX format across all its export markets (for example Coca-Cola). More generally, however, differences in language, culture, laws and buyer characteristics (for example right-hand drive cars in the UK, left-hand drive cars in Europe) will require a firm to adopt a more customized approach to EXPORTING (see DIFFERENTIATED MARKETING STRATEGY). Products may have to be substantially adapted to meet foreign requirements or even new products developed to cater for those markets. The firm's marketing approach too may require significant modification to allow for differences in promotion (see PROMOTIONAL MIX) and DISTRIBUTION CHANNELS. In many cases lack of local knowledge and contacts may make it imperative for a firm to use overseas SALES AGENTS to market their products. See MARKET SEGMENTATION, ROLLOUT MARKETING, MULTINATIONAL ENTERPRISE, FOREIGN MARKET SERVICING STRATEGY.

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References in periodicals archive

Addressing the participants of the concluding session of a training workshops on "Export Marketing Plan Development" held here, UNIDO and PSIC experts said that new international marketing methods could help flourish the surgical industry, saying that the surgical exporters must focus on exploring and capturing international markets for export of traditional and non-traditional products, underlining that diversification and value addition of the surgical instruments could also boost its demand in the international market.

Experts for advanced marketing methods to boost exports

The rejig of the international marketing department of Sony studio was declared by Josh Greenstein, president of worldwide marketing and distribution, in a staff memorandum.

Michael Horn steps down as marketing head of Sony Pictures

The book's final section addresses aspects of globalization and culture, such as international marketing and experiential learning.

International marketing in rapidly changing environments

Although students are able to learn concepts about international marketing operations, they are seldom offered opportunities to make decisions in foreign market entries.

Teaching international marketing in an experiential learning course: practice and impacts

The second Edition of this book is comprehensive in its approach exploring theories and practice of International Marketing in simple and lucid style with live day-to-day references from the happenings around the world in international markets.

International Marketing, text and cases, Justin Paul and Ramneek Kapoor, Tata Mc Graw Hill Education Private Ltd

The Dubai Women's College (DWC), a Higher Colleges of Technology (HCT) flagship institution, in cooperation with Al Islami Foods, the leading halal food producer in the Middle East, announced today the launch of a joint 'International Marketing programme as part of college's study course for final year business graduates.

Al Islami Foods & Dubai Women's College conduct joint marketing programme

Berghaus, one of Europe's leading outdoor brands, has appointed Lauren Huntington to the new role of international marketing executive.

Speaking the right language

Hoffman worked for Messe Frankfurt since 1989 with responsibilities ranging from coordination of international press and public relations activities to the conception and implementation of international marketing and sales activities.

Isa Hoffman, Avantex Event Manager, MesseFrankfurt, Frankfurt, Germany, has left the company to form her own business, iHoffmann-Consulting, Communication, Marketing & innovative Strategies

Goodloe offered these insights regarding the international marketing of newsletters:

Al Goodloe, master of international marketing