Chapter 1

The scope and challenges in

International Marketing
 Chapter content

1 Define about international marketing

2 Describe stages of international marketing

3 Describe the role of international marketing

 Session 1
Define What is International Marketing???
 International Marketing

 Marketing activities take place

more than one country

 Direct the flow of a company’s

goods and services to
consumers in different nations
for the profit.
 International vs Domestic marketing
Domestic marketing International
marketing
Nature Satisfy customers’ Satisfy customers’
demand in one demand in many
country countries
Business The influence of The influences of
environment economic, political, economic, political, legal
legal and cultural and cultural factors in
factors in one different countries
country => easy to => complicated,
forecast and adapt uncertainty,
uncontrollable and risks
 Session 2
Stages of International Marketing
 1. Exported Marketing

• Marketing activities relate to export products or

services oversea

• Products may change to meet the needs of

individual foreign markets
 2. Multinational Marketing
Product A
Product
A1
Product
A2

Product
A3

Changes in products and marketing activities to

adapt with each foreign market’ demands
 3. Global marketing

• Companies consider different countries in the world

as one market

• Sell the same product or service, implement (do)

same marketing strategies for all various foreign
markets
 Session 3
The Role of International Marketing
The Role of International Marketing

• Increase sales and profits

• Create new business opportunities: new
products, new partners
• Widen markets => reduce the competition
• Utilize cheap resources: cheap material and
low labor cost => save cost