INTERNATIONAL

MARKETING
 Coverage

➤ Definition
➤ Domestic Vs International Marketing
➤ International Marketing – Driving and
Restraining Forces
➤ International Orientations
➤ Internationalization Stages
➤ International Marketing Decisions
 International Marketing-
Definition

(a) Marketing of goods & services across

national frontiers
(b) It is an approach of a company with a truly
global outlook, seeking its profit impartially
around the world, on a planned and
systematic basis
(c) It is the marketing function of multinational
companies
Domestic Vs International
Marketing

Trade Practices

Facilities Distance

Culture Economic Law

 Driving and Restraining Forces

Driving Forces
• Profit Motive
• Domestic Market Constraint
• Competition
• Government policies
• Monopoly Power
• Spin-off Benefits

Restraining Forces
 Market Difference
 Management Myopia
 Trade Barriers
 Organization Cultutre
 International Orientations

Ethnocentrism
Geocentric

Polycentrism EPRG Framework

Regiocentric
Internationalization Stages
Transnational
Global
Multinational
International
Domestic
 International Marketing
Decisions

International
Marketing Mix
Organization Decision
Decision

Marketing Market Selection Entry

Intelligence Decisions Decisions
 Review

➤ Definition
➤ Domestic Vs International Distinction
➤ Pull and Push Factors
➤ EPRG Framework
➤ Domestic to Transitional
➤ Topics ahead
THANK YOU
 Components of the
Product Personality
Basic Constituent

The Brand Name

The Associated Package and

Features Label
 Labels

Promote

Describe

Identify
 An Overview of
Branding Decisions

Brand- Brand- Brand-

Branding Name Strategy Repositioning
Decision Decision Decision Decision
•Individual •Line
brand extension
names
•Blanket •Brand •Reposi-
•Brand family extension tioning
name •Multi-
•No brand •Separate brands •No
family reposi-
names •New tioning
•Company- brands
individual
names •Others
 Selecting Brand Name & Logo
 Options in Branding
➤ Individual

➤ Umbrella

➤ Company Name
➤ Middlemen’s

 Selecting Brand Name

➤ Name communicating the Features
➤ Name communicating Specialty

➤ Use Of Acronyms

➤ Using Company Name

 Selecting Logo
 Brand Strategies

Product Category
Existing New
Brand Name

Existing
Line Brand
Extension Extension

New
Multibrands New
Brands
Brand Equity

Devoted
to Brand

Values the Brand

(brand as friend)

Satisfied & Switching Cost

Satisfied Customer
(no reason to change)
No Brand Loyalty
(customer will change)