What is International Marketing?

International marketing is a multinational process of

planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and
services to create an exchange that satisfies individual and organizational objectives It’s
somewhat similar to export management. However, export management only involves managing
the flow of goods and services from the host country to the guest country

What are the Characteristics of International Marketing?

Satisfy the needs of global customers

Unique marketing strategies for specific countries

· It enables exchange between a company and foreign customers

· Decisions are taken concerning the global business environment

Example of International Marketing

As such, brands usually have to adopt various global marketing strategies to appeal to their
diverse audience. It includes adjusting menus, translating across multiple languages, and
adapting to the social system to avoid blunders. For example, Pepsi used the slogan “Come Alive
with Pepsi” in Taiwan, or so they thought. Meanwhile, it translates as “Pepsi brings your
ancestors back from the dead.”

What are the Types of International Marketing? International businesses looking to sell
their products or services in a new country usually start with export or licensing. Besides these
options, other international marketing types include Contract manufacturing,

1. Export Exporting refers to the practice of shipping goods directly to a foreign country.
Manufacturers looking to expand their business to other countries often consider exporting first.

Lower Risk

No disturbance to Company HRM

2-Licensing Licensing is an agreement whereby a company, known as the licensor, grants a

foreign firm the right to use its intellectual property. It’s usually for a specific period, and the
licensor receives royalty in return. Some top global licensors include Disney, Iconix Brand
Group, and Warner Bros, to name a few.

3- Franchising Like licensing, franchising involves a parent company granting a foreign firm
the right to do business in its name. However, franchises usually have to follow stricter
guidelines in running the business than licensing.

4.Joint Venture A joint venture describes the combined effort of two businesses from different
countries to their mutual benefit. It’s the participation of two or more companies jointly in an
enterprise in which each company:
· Contributes assets
· Owns the entity to some degree
· Shares risk

5. Foreign Direct Investment (FID) In FID, a company places a fixed asset in a foreign country
to manufacture a product abroad.
Unlike joint ventures, the foreign company wholly owns the subsidiary.

Examples of foreign direct investment include mergers, acquisitions, retail, services, logistics

Mergers and Acquisition include

Exxon and Mobil

Google and Android

Benefits of International Marketing

1. Market Expansion

2- Protects Against Economic Downturn

3-Effective Utilization of Surplus Production

4-Improves Competitive Advantages

5Employment Opportunities

Disadvantages of International Marketing

1. Cultural Differences

2. Government Restrictions

3. War Situations

Tensions and war-like situations among nations can severely impact international marketing.

4. High Competition