International Marketing

Paper Summary:

This paper discusses the similarities and differences between the study of international marketing and domestic marketing. It describes each type of marketing and then discusses the last three decades of changes and the most important phenomena driving international and global marketing today. Finally the paper looks at the three basic differences between domestic and international operations.

Table of Contents:
The Study of International and Domestic Marketing
Changes And Phenomena Driving International And Global Marketing
Differences between International Marketing and Domestic Marketing
Conclusion

From the Paper:

"Cable & Satellite television, and more lately DTH has also helped in shaping commonality across buying habits and preferences. In case of international marketing all environments are required to be considered at the time when the marketing plan is developed and being executed. Attention has to be accorded to legal climate, governmental controls, climate & weather, cultural beliefs and behavior of buyers. The various popular modes of international market entry adopted are 'piggybacking', franchising and licensing each suited to the present marketing need of the company. The various HR capabilities built in International marketing comprises the Business Manager, the Country Manager, the Functional Manager and the Corporate Manager. In international marketing, identification, conceptualization and assimilation are the stages in which new ideas take shape. The three fundamental differences emerge between domestic and international operations from differences in the environment. International operations are usually portrayed by more uncertainty. Secondly, cost factor would be high in formulating and managing the information network required for fulfilling this objective. Thirdly, a considerable amount of time and endeavor are spent at the head office while attempting to find out the decisions which can be ideally centralized."

Sample of Sources Used:

• Aliber, Robert Z; Click, Reid W. (1993) Readings in International Business: A Decision. MIT Press.
• Arnold, David. 2003. The Mirage of Global Markets: How Globalizing Companies can Succeed and Markets Localize. Prentice Hall.
• Aswathappa, A. (2006) International Business. Tata McGraw Hill.
• Baker, Michael John. (2003) The Marketing Book. Elsevier.
• Bartels, Robert. (1968) 'Are Domestic and International Marketing Dissimilar?' Journal of Marketing, July, 32, 3, 56-61.

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