V.G.

Nulkar

Intl Marketing

International Environment:
Changes in Global Economy:
Until 1970s:
US dominance in the world economy & trade, followed by European countries
US dominance in Foreign Direct Investment (FDI)
Self Centric policies of major communist / socialist markets made these relatively inaccessible to
industrialized West.
1970s to early 2000s:
Emergence of Japan, China & South Korea as significant contributors to world output &
consequent decline in US dominance.
Better integration of economies of developing countries in world trade
Fast economic growth of in Asia, South America, East Europe.
Emergence of BRICS
Future outlook: 2020: (World Bank estimates)
Developing nations of today are expected to account for 60% world economic activity.
Current 55% plus share of world economic activity of rich / developed countries is expected to
decline to 38%.

Implication: Future economic activities & potential competition lies in todays emerging
economies.

Intl Marketing
Changing FDI scene:
US share of FDI decreased from 42% in 1980 to 24% in 1999.

Developing countries shared 9.9% of total FDI in 1999, up from 3.1% in

1980. Share of Developed countries increased in the same period.
Main FDI destinations are emerging economies- mainly China, since
more opportunities lye there.
Recent changes in World order:
Chinese embracement of greater economic freedom & endeavor of

dominance
Many countries in Asia & South America are adopting economic reforms.
Disintegration of USSR into 15 independent states, Collapse of
communism in East Europe.
Yugoslavia has disintegrated into 5 new states, Czechoslovakia into 2.
Unrest in Middle East against dictatorial rule
Terrorism and environmental worries on the rise

Intl Marketing
Globalization:
Relatively free international movement of products,

services, people & investments; a shift towards

removing isolation of individual countries and
increasing their integration & inter-dependence.
Globalization of Markets, Globalization of

production

Intl Marketing

Advantages of Globalization:
Exposure to tough competition lifts quality standards and safety norms

Expertise in design, production, operating strategies, brand image in one country can be brought to
another
Homogeneity across markets, increased market size, economies of scale for manufacture
(convergence of customer preferences).

Enables fight local market saturation, offers expansion opportunities.

Increased profitability in selected markets

The Customer benefits from the increased global competition

Economic advances lead to higher standard of living

Disadvantages of Globalization:

Increased competition in domestic market from intl players.

Sectoral Job loss / downward pressure on wage rates.

Environmental implications, health issues.

Cultural imperialism.

An economic slow down in one market may affect many other countries.

Intl Marketing
Countries become international markets, by design or default, if they
deal with the world & want to improve their economies.
Multiple country presence for mfg and services has changed the face of
global markets including domestic market.

Today, in the global village, companies can truly become successful by:
Sourcing raw matls where they are cheapest,
Manufacture anywhere in the world where it is most cost effective,
Sell in those markets where margins are highest
Raise finance where it is the most advantageous,
Forge intl strategic alliances,
Take the best talent available on board to manage the business.

To achieve this, international presence is necessary and Intl marketing

assumes a pivotal role as a driving vehicle in the process.
A study in IB is therefore a matter of survival in the present & future.

Intl Marketing

Driving forces for Intl business:

Liberalization
Transportation & communication revolution
MNCs
Competition
Technology,
Need to distribute product development cost
Cost reduction & product quality improvement (bench marking)
Resource utilization
Developing intl sourcing
Govt strategy

Restraining forces against Intl business:

Nearsightedness of company management
Local govt restrictions,
Social & political opposition
Tariff barriers
Non tariff barriers

Intl Marketing
Intl marketing is marketing in a global market

place, in an internationally competitive

environment, where one competes with
multinational players on their home turf as well
as in conditions alien to both. It also includes
fending off intl competition in the domestic
market.

Intl Marketing
Major differences in the intl markets & the domestic

market:
1. Political,
2. Economical,
3. Legal,
4. Currency,
5. Language,
6. Trade restrictions,
7. Distance & resultant costs,
8. Marketing / distribution channels,
9. Trade practices,
10. Cultural

Intl Marketing
Motives for Intl Marketing:
1. Profit,
2. Growth (capacity, jobs, RoI),
3. Domestic market constraints (saturation / obsolescence / alien to culture) /
PLC opportunities)
4. Competition,
5. Govt policies,
6. Spin off on domestic product,

7. Risk spread,
8. Access to imported inputs,
9. Unique product / service,
10. Strategic vision
Orientation of firms to international business:
Ethnocentrism (home country orientation),
Polycentrism (host country orientation),
Regiocentrism (regional orientation),
Geocentrism (global orientation)

Intl Marketing
Political, Economic & Legal environment of a country influences the
attractiveness of that country as a market / investment destination.
Political Systems:
Socialism / Communism (Collectivism): The basic ownership of production,
distribution, business should be State owned. Ideally, state owned enterprises should
work for the benefit of society as a whole rather than individual capitalist.

Capitalism (Individualism): Individuals interest takes precedence over state

interests. The perception is that the Societys interests are best served by
serving individual interest. Economic & political freedom translates into
democracy & free market economy.
Democracy: Govt is formed by the people through elected reps.
Totalitarianism: One person or party has absolute control over all spheres of
human life. A totalitarian rule may allow greater economic freedom but no political
freedom.
Types of totalitarianism: Theocratic (religion based), Tribal, Right-wing
(dictatorships allowing economic freedom).

Intl Marketing

Economic Systems:
Market Economy:
All productive activities are privately owned
Private owners have a right to the profits
No controls on production, goods & services
Prices are decided by demand/supply
Consumer is supreme.
Govt encourages competition between pvt enterprises & prevents monopolies & restrictive trade
practices
Intense competition results in constant product / service improvements: consumer benefits.

Command Economy:
All businesses are state owned and state directed
Govt decides which products and services are to be offered and their output as well as prices.
Due monopoly, an enterprise has no incentives to control costs, be efficient.

Mixed Economy:
Some sectors of economy have significant state ownership & planning while the rest are left to
private ownership.

State directed Economy:

Govt directs the investments activities of private enterprise through an industrial policy to achieve
national priorities. Govt does not routinely nationalize pvt enterprises but promotes their
investments in the desired directions.

Intl Marketing

Legal Systems: Laws which regulate behavior & the process by which the laws are enforced to
redress grievances. Among other things, a legal system regulates business practices & execution
and sets out rights & obligations in transactions.
Property rights: Property is a resource owned by an individual or a business. Property rights
cover the legal rights for usage of such resources.
Private violation of property rights:
Public violation of property rights:
Significant violation of property rights, whether pvt or public, stifles economic growth of a
country.
Protection of Intellectual Property:
IP protection provides a stimulus for inventions & cost effective products / processes.
Enforcement levels of IP rights drastically differ from one country to another.
Patent: Grants the inventor of a new product / process, exclusive rights for a defined period to the
manufacture, use or sale of that invention.
Copyrights: The exclusive legal rights of the author/composer/publisher to disperse their work as
they deem fit.
Trademarks: Names / marks registered by merchants / manufacturers to differentiate their
products.
Product Liability: Product Safety laws set minimum standards of compliance for products. Civil &
criminal laws cover product liability.
Contract Law: A contract is a document that specifies the conditions of exchange and rights &
obligations of the parties to the contract. Contract Law governs contract enforcement. 2 types in
vogue- Common Law, which is based on tradition and Civil Law which details various codes.
Laws protecting human rights, animal rights, child, women & prison labor
Kyoto protocol & carbon credit

Intl Marketing

Importance of culture in intl business:

Cross-cultural Literacy is necessary in intl business.
Cultural factors affect the national competitive advantage.
Culture: A system of values & norms that are shared among a group of people & that taken
together constitute a design for living.
Values: A shared assumption of how things ought to be.
Norms: Social values & guidelines for appropriate behavior.
Folkways: routine conventions which if violated are not often taken very seriously.
Mores: Central to functioning of society & laws are made to punish violation.
Social structure: The basic social organization. Either the individual has primacy or the group has
primacy.
Value of individual v/s value of group
Social Mobility: Caste structure / class system (financial parameter).
Ethnocentrism: is a belief in the superiority of ones own ethnic group or culture.
Religion & Ethics: Christianity, Hinduism, Islam, Buddhism, Confucianism.
Beliefs, superstitions, preferred / taboo colours / days / periods of time.
Knowledge & beliefs, ideals, preferences.
Language:
Spoken Language: Population-wise: Chinese, English & Hindi.
Most widely spoken: English, French, Spanish and Chinese.
Speaking in local languages creates rapport necessary for business.
Non verbal Communication:
Education: Literacy & level of formal education can define products that will sell, possibility of
basing business.

Intl Marketing

Negotiating styles: Arab, Chinese, western, under developed countries.

Cultural differences: Styles of greeting, regard for time, dress codes.
Different meanings of the signs / statements: Style of invitation for a meal, finger / hand signs,
putting arms on some ones shoulders.
Culture undergoes changes:
Cultural adaptation, transmission & cross cultural adjustments:
Cultural shocks: Sudden changes in cultural environment for individuals / society.
Work culture: Regard for timeliness and work commitment, respecting others time reasons for
leave, moon lighting, work timings, breaks.
Culture & organizational behaviour:
Centralized & decentralized decision making styles.
Safety v/s risks
Individual vs group reward
Informal vs formal communications & procedures
High vs low organizational loyalty
Cooperation vs competition
Short term vs long term horizon
Stability vs innovation
Cultural factors affect cost of business, competitiveness, level of competition, suitability of
location for production / business.

Intl Marketing
Free Trade: Govt does not attempt to influence what its citizens want to: a.

buy from another country, b. produce / sell to another country.

Free trade is in the best interest of a country. The market mechanism & not
govt policy should determine what a country exports & imports.
Patterns of Intl trade:
Influencing Factors:
Natural resource endowments (climate, soil, minerals)
Availability of factors of production (land, labour, capital)
Product Life cycle.
World market size
1. Mercantilism: Encourage exports; discourage imports to achieve a favourable
balance of trade. Challenged by David Hume in 1752 with an argument that a trade
surplus thus earned will fuel inflation and make exports less competitive & imports
more attractive till a trade deficit is achieved (zero sum concept).
2. Absolute Advantage: Adam Smith (1776):
Countries differ in their ability to produce goods efficiently based on climate, soil,
accumulated expertise.
Resources reqd to produce 1 tonne of cocoa & 1 tonne of rice
Country
Cocoa
Rice
Ghana
10
20
S Korea
40
10

Intl Marketing
Production / consumption without trade: (100 units resources each for
cocoa & rice)
Country
Cocoa
Rice
Ghana
10
5
S Korea
2.5
10
Total Production
12.5
15
Production with specialization: (total 100 units resources each for cocoa +
rice)
Country
Cocoa
Rice
Ghana
20
0
S Korea
0
20
Total Production
20
20
A country has an Absolute Advantage in the production of a product
when it is more efficient than any other country in producing it.
Countries should specialize in the production of goods for which they
have absolute advantage & then trade those products for goods produced
by other countries. Never produce goods which you can buy at a lower
cost from other countries. Consequently, both trading countries would
benefit.

Intl Marketing
Theory of Comparative Advantage: David Ricardo (1817):
Comparative advantage arises from difference in (primarily labour) productivity.
It makes sense for a country to specialize in the productions of those goods that it

produces most efficiently and to buy the goods that it produces less efficiently form
other countries, even if this means buying goods from other countries that it could
produce more efficiently itself.
Potential World production is greater with unrestricted free trade than it is with
restricted trade.
Countries that adopt a more open stance towards Intl trade generally enjoy more
growth rates than those that close economies to trade.
4. Heckscher-Ohlin Theory (1919-1933):
Comparative advantage arises from difference in National endowment factors (land,
labour, capital). Nations have varying factor endowments. Different factor
endowments explain difference in factor costs. More abundant a factor, the lower its
cost. Countries will export those goods that make intensive use of factors that are
abundantly available locally, while importing goods that make intensive use of factors
that are locally scarce.
The Leontief Paradox (1953) to Heckscher-Ohlin Theroy:
USA has relatively abundant capital and expensive labour. However, USA exports were less
capital intensive than USA imports.
H-O theory assumes that technologies are the same across countries. This may not be
always the case. Thus, differences in technology may lead to differences in productivity
(rather than on endowment factors).

Intl Marketing

5. The Product Life-Cycle theory (Raymond Vernon- 1960s):

When a new product is developed in an economically sound country, it is initially manufactured &
sold in the country where it is developed & also exported. Later, as the market sizes & manufacturing
cost advantages shift, the same product is imported in the country of invention.
Most new products developed in an economically sound country are initially produced in the home
country
Early in the life cycle of a new product, while the demand in home country grows rapidly, demand in
other advanced countries is limited to high income groups. This presents an export opportunity to
the home country.
Over time, the demand for product grows in other countries, making it worthwhile for producers in
other countries to begin production for their home markets. In addition the initial new product
developer may also base production in such countries for local sales. This spells limitation from
export from home country.
As the market matures & standardization occurs, the price (& cost of production) becomes
paramount. Countries with lower costs export the product to home country.
If cost pressures build further, the above cycle would repeat for the secondary countries thru tertiary
countries.
The exception to the Product life cycle theorys main assumptions are found in recent times, when
new products are simultaneously launched in many countries rather than in the developed,
economically strong single country. Such products are also not solely produced in a single country
but the production base can have diverse locations (based on comparative advantages).
The New Trade theory (1970):
According to the new trade theory, increasing (& not diminishing) returns are achieved in some
product specializations, where economies of scale are achieved.
If the output required to achieve the economies of scale for a product is significantly large, &
represents a substantial share of total world demand for that product, the world market may be able
to support only a limited number of firms based in limited number of countries producing that
product.

Intl Marketing
National competitive advantage: Porters Diamond (1990):

Four broad attributes of a nation shape the environment in which local firms
compete & these attributes promote or impede the creation of comparative
advantage.
a. Factor endowment, b. Demand conditions, c. Relating & supporting industries,
d. Firms strategy, structure & rivalry. These 4 attributes constitute a Diamond.
Co.s are most likely to succeed where the Diamond is favourable. The diamond is
a mutually reinforcing system. Effect on one attribute affects the others.
Chance events & govt policy can affect national advantage.
a. Factor endowments:
Basic factors:
Advanced factors:
Advanced factors are most significant for comparative advantage. They are a
product of investments by individuals, co.s & govt.
b. Demand conditions in home market: Characteristics of home demand define
pressure of innovation & quality. Demanding & discerning consumers pressure producers
to innovate. In turn, the producer gains competitive advantage.
c. Relating & supporting industries: Presence or absence of internationally
competitive vendors & competitors.
d. Firms strategy, structure & rivalry: Management ideology, response to markets and
domestic rivalry.

Intl Marketing

Political Economy of Intl trade:

Free trade, although advocated by many, is not adopted by most countries. Govts intervene
in intl trade, thru policy measures, by restricting import of goods & services & promoting
exports.
Motives: protect domestic producers & jobs, increase foreign markets.

Instruments of Trade Policy: Barriers to intl market entry

Tariffs: a. Specific , b. Ad valorem

Tariffs, while protecting domestic producers & jobs, also generate revenue for govt. Tariffs are pro
LOCAL govt, jobs & producers but anti local customer.
Types of tariffs: Import, export, protective, revenue, countervailing duties, other import
duties & taxes.
Antidumping duties: Dumping is selling goods in foreign market below cost or below fair market
price. (done to unload excess production, sub-due competition thru subsidized pricing ).
NON Tariff barriers:
Subsidy: Govt payment to a domestic producer to lower the cost of production to help gain export,
compete against import. World over, agriculture receives max subsidies. Subsidies are
generally made good by govts thru individual taxation.
Licensing, Cash grants, soft loans, tax breaks, state trading, govt equity, product
classification. Exchange control
Import quota: A direct restriction on the quantity of import.
Voluntary Export Restraint (VER): A quota imposed by exporting country at importing countrys
request. The extra profit the domestic producers make when supply is restricted by quotas is
referred as quota rent.
Local Content requirements: Widely used by developing countries to create local industry & jobs.
Administrative Policies: Informal bureaucratic difficulties to imports.

Intl Marketing

Political arguments for intl trade intervention:

Protecting industries & jobs
National Security
Retaliation
Protecting consumers
Furthering Foreign Policy objectives
Protecting Human Rights
Economic Arguments for intl trade intervention:
The infant industry argument
Strategic Trade policy
Levels of Economic integration:
1.Preferential Trading agreement: Member countries lower barriers to imports of identified
products from one another. Each member country, however, can have different tariff levels with non
members. (South Asian Preferential Trading agreement).

2. Free trade area: All barriers to the trade of goods & services among member countries are
removed. In an ideal FTA, no discriminatory tariff, quotas, subsidies or admin impediments are allowed to
distort the trade between members. Each member country, however, can have different tariff levels with
non members. (NAFTA)

3. Customs Union: A customs Union eliminates trade barriers among member countries and
adopts a common external trade policy (with non-members). E.g. Andean Pact. EU began as a
customs union but has further liberalized.

4. Common Market: An ideal Common market has no barriers to trade between members & has a
common external trade policy. Unlike a customs union, the common market also allows the factors of
production to move freely within member countries. (Caribbean common market. Mercosur hope to
achieve common market).

5. Economic Union: Entails closer economic integration compared to a common market. Apart from
ensuring a free flow of products & factors of production within members & adoption of a common external
trade policy, a full economic union also requires a common currency, harmonization of members tax rates
and a common monetary & fiscal policy.

Intl Marketing

6. Political Union: A successful economic union may evolve into a political union. In addition to
economic integration, member countries harmonize their security & foreign policy. A common
parliament is created, which works in synchronization with individual member countrys legislature.

Economic reasons for integration:

Unrestricted trade allows countries to specialize in production of goods & services that they can
produce most efficiently. This results in greater world production.
Economies of scale are achieved which increases competitiveness of firms within, cost of doing
business is reduced, increased competition induces efficiency, customers benefit.
It stimulates economic growth in member countries
Political reasons for integration:
Closer economic cooperation between neighboring countries increases their inter-dependence and
hence reduces possibility of violent conflicts.
By grouping economies, the groups political weight improves in the world.
Impediments to integration: Although it is beneficial for the group as a whole, some economic
costs are involved (Loss of jobs, increase in competition, existence of firms) and hence there is
resistance to integration.
Concerns of sovereignty.
Trade diversion, instead of trade creation.
Notable FTAs:
Generalised System of Preferences ( GSP) is a non contractual instrument by which
industrialized (developed) countries unilaterally and on the basis of non reciprocity extend tariff
concessions to developing countries.
United States, European Union, Japan, Belarus, Russia, Norway, Switzerland, Bulgaria
Australia (only to LDCs), New Zealand, Canada,
Global System of Trade Preference (GSTP): In the GSTP trade concessions are exchanged
among developing countries, who have signed the agreement. Presently, there are 46 member
countries of GSTP and India has exchanged tariff concessions with 12 countries on a limited
number of products

Intl Marketing

The Agreement establishing SAPTA was signed by the seven SAARC countries namely
India, Pakistan, Nepal, Bhutan, Bangladesh, Sri Lanka and Maldives.

Asia Pacific Trade Agreement (APTA): Bangladesh, Sri Lanka, South Korea, India and China
India-Sri Lanka Free Trade Agreement(ISLFTA):
India Afghanistan Preferential Trade Agreement

The European Union:

The European Union (EU) is an economic and political union of 27 member states which are
located primarily in Europe.

Mercosur or Mercosul (Spanish: Mercado Comn del Sur, English: Southern Common Market):
Formed in 1991, Full members: Argentina, Brazil, Paraguay, Uruguay, Venezuela. Associate
members: Peru, Columbia, Bolivia. Chile, Ecuador.

NAFTA: United States, Mexico, and Canada are members of NAFTA. The North American Free
Trade Agreement or NAFTA is an agreement signed by the governments of Canada, Mexico and
the USA.
ASEAN:
Brunei, Indonesia, Malaysia, Philippines, Singapore. Thailand, Vietnam joined in 1995, Laos
and Myanmar in 1997 and Cambodia in 1999. AFTA now comprises ten countries of ASEAN

SADC: Southern African Development Community.

Currently SADC has a membership of 15 Member States, namely Angola, Botswana, Democratic
Republic of Congo (DRC), Lesotho, Madagascar, Malawi, Mauritius, Mozambique, Namibia,
Seychelles, RSA, Swaziland, Tanzania, Zambia and Zimbabwe.
Andean pact: Andean Community of Nations (Andean Pact)
The Andean Community of Nations (Spanish: Comunidad Andina de Naciones, CAN) is a trade
bloc comprising the South American countries of Bolivia, Columbia, Ecuador and Peru.

Intl Marketing
Major steps in start up of export / intl marketing:
Clarity on motive / goals
Assess the readiness of organization
Research for Identification of potential markets:
Short-listing markets : Identification, segmentation, selection.
Evaluating initial entry modes; timing & scale of entry
Outlining intl biz strategy
Budget & projected financial statements
Implementation schedule

Intl Marketing

Outlining intl biz strategy:

Executive summary
Motive/s of intl biz
Export commitment statement
Statement of companys current position in terms of:
Industry structure, Competition, Demand, Product, Operations,
Organization, Resource availability,
Marketing strategy in terms of:
Identification, evaluation, selection of primary & secondary target
market/s, indirect marketing,
Product selection & pricing,
Entry & Distribution method,
Terms & conditions for export sales,
Export budget & proforma financial statements
Implementation schedule

Intl Marketing
Basics for success in intl markets:
Product excellence,
Marketing excellence,

Strong commitment by management

Patience in expanding biz incrementally
Good, fast communication
Product / service info in local language
Preference to market shares over short term profits

Intl Marketing
Common start up mistakes in intl marketing:
Disregarding intl marketing in favour of domestic biz
Giving up efforts for intl mktg, if there is no immediate

success (usually due to lack of adequate research /

homework),
Exporting without knowing the final customer / usage
(results in lack of market knowledge & repeat biz),
In case of unsolicited export sales, misperception that
exports are gravy & not core biz,
Appointing distributors / intermediaries without adequate
vetting
Not treating overseas markets at par with domestic market
in terms of investment, service support, warrantees,
returns, flexibility of approach.

Intl Marketing

Intl Market Research:

Objectives:
Country screening, elimination process & selection
Identifying areas for further study,
Study of components of marketing mix
Development of strategic marketing plan

Likely pitfalls:
Overlooking cross-cultural market behaviour (Religion, value system, aesthetics,

language, individualism vs collectivism, masculinity vs femininity, risk appetite)

Employing standardized mkt research across intl mkts
Inappropriate language selection
Inappropriate sample selection
Misinterpretation of cross country data
Failure to use locals to conduct field survey

Limitations of secondary data:

Reliability, Comparability from different sources, Validity

Intl Marketing
EMIC vs ETIC strategy dilemma:
Emic: attitudes, interests, behaviour are unique to each culture & hence motives to
buy are also unique to each culture.
Etic: Identifying & assessing universal attitudinal & behavioral concepts to develop pan
cultural measures (convergence of preferences across cultures)
Operationalization of Emic & Etic: Finding common factors of emic & etic to identify
derived etic, in case of commonality between cultures.

Process of intl market research:

Problem identification (whether to enter intl mkts, prioritization of markets, entry
modes, marketing mix, strategic planning)
Decision on research methodology (exploratory, descriptive, Causative)
Defining info requirements
Identification of secondary & primary info sources
Preparation of research design
Collection of secondary & primary info (phone, mail, electronic, personal)
Analysis of info
Evaluation & interpretation (Equivalence: functional, conceptual, classification /
category)
Importance of human judgment

Intl Marketing
International Market Research
Research questions for Identification of potential

markets:
Is our product marketable overseas?
Which are the largest markets for our product?
Which are the fastest growing markets for our product?
What is the market outlook?
What are the current conditions & practices in the
markets?
Are there any trends we should be aware of?
Who are our competitors?
Which specific products must we compete with?

Intl Marketing
Information needs:
Demography, psychograph, geography, Import stats, production stats, tariffs / quotas,

currency restrictions, other restrictions, consumption patterns, credit norms, transport cost,
packing reqmts, prices, competition and competing products, distribution practices.
Areas of research / intelligence:
Market profile: SPELT (Social, political, economic, legal, and technical) analysis. benefits,
costs & risks associated in doing biz in a market
Forex environment: BoP, interest rates, forex rate trends, rate of inflation
Perspective information: Laws pertaining to patents, contracts, product liability, taxes,
dividends, minimum standards, tariff / non tariff barriers, Carbon credit (Kyoto protocol)
Resource information: Availability of human, financial & physical information sources.
Market potential: Market size, usage pattern, product suitability, consumption frequency,
demographics, present purchasing power, future purchasing power
Competition: Extent of competition, major competitors, their relative SWOT, corporate
behaviour, strategies
Product profile : Consumer preferences, colour, shape, packaging, specific competition,
product attributes desired
Price Profile: (prevailing price range / competition prices, trends / practices, distribution
mark ups, govt policies / levies, price as a strategic marketing tool)
Promotion: (media availability / effectiveness, govt regulations, competitive behaviour)
Distribution :( Sales / Service, Pattern, channels availability / length)

Intl Marketing

Information sources:
Human:
Documentary
External sources:

In India: Export Promotion Councils / Commodity Boards, National Center

for Trade Info, Marine Products Export Development Authority (MPEDA),
Agricultural & Processed Food Products Export Development Authority
(APEDA), India Trade Promotion Organisation (ITPO), Director General of
Commercial Intelligence (DGCIS), State Trading Corporation (STC),
Confederation of Indian Industry (CII), Federation of Indian Exporters
Organisation (FIEO), Chambers of Commerce, Society of Indian Automobile
Manufacturers (SIAM), Export Inspection Agency / Council (EIA/EIC), Indian
Institute of Packaging, Exim Bank, ECGC, Consular / Commercial sections
of foreign embassies in India, Educational & research organizations, Trade
fairs / exhibitions, Internet, Competition.
Outside India:ITC Geneva, Commercial sections of Indian missions abroad,
Local govt publications, UN & other intl publications, info sources related to
WTO, World bank (IBRD & Intl Dev Asso- IDA, Intl Finance Corp IFC,
Multilateral Investment Guarantee Agency MIGA, Intl Center for the
Settlement of Investments Disputes -ISCID), IMF, UN Conference on Trade
& Dev (UNCTAD), Info on FTAs / RTA, World Intellectual Property Org
WIPO, Trade fairs & exhibitions, Competition.