International Marketing Overview

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges across national boundaries that satisfy individual and organizational objectives.

The process of dividing the firm's total customer base into homogeneous clusters in a way that allows management to formulate unique marketing strategies for each group.

A company tries to sell abroad what it can sell domestically on the assumption that consumers are sufficiently similar globally.

Management usually is guided by answers to questions such as "What can the company sell in Country A?"

Most companies committed to continual, rather than sporadic, foreign sales adopt a strategy that combines production, sales, and consumer orientations. Instead of merely trying to sell a domestic product abroad, the company adjusts this product to foreign needs.

Companies with social marketing orientations realize that successful international marketing requires serious consideration of potential environmental, health, social, and work-related problems that may arise when selling or making their products abroad.

The filling of unsolicited orders from abroad.

A company adapts its marketing to foreign differences without deviating very much from its experience.

Explicit legal requirements are the most obvious reasons for altering products for foreign markets.

Marketing managers find it difficult to determine in advance whether consumers in foreign markets will accept new or different products because of differences in consumer cultures.

If foreign consumers lack sufficient income, they may not be able to buy the product the MNE sells domestically. The company therefore may have to design a cheaper model.

Refers to a preference for local over global, such as seeking out local alternatives when buying products and services

The practice of selling goods through unofficial distributors, often at lower prices than authorized retailers.

A promotional strategy designed to create buyer demand that will encourage channel members to stock a company's product.

A promotional strategy that relies on direct-selling techniques to push the product through distribution channels.

A push strategy for international sales is most likely preferable to a pull strategy when the price of the product is high relative to incomes.

A program that is similar from market to market rather than one that is identical in each.

A method for estimating a company's potential sales by identifying reasons for not serving markets adequately.

The disparity in incomes between developed and developing countries.

A brand name can function as a form of intellectual property.

The importance of using a brand to convey the perception of whether a firm will deliver what it promises is more critical in countries with strong cultural characteristics of uncertainty avoidance.

Each country has its own distribution system, making standardization of distribution difficult.

When the company deals with global customers, especially the business-to-business market, sales may go directly to the global customer.

A company adapts its marketing program elements, e.g., prices, promotion, branding, and distribution, to the different requirements of the global markets in which it sells.

A company makes its marketing program elements uniform, targeting an entire region with similar products.

When a company identifies a market segment on a global basis, such as a segment based on income, it will likely find that a niche market in one country may be a mass market in another.

The amount spent on so-called superfluous products is insignificant.

By being located almost entirely in developed countries, pharmaceutical companies lack access to locations where they can study diseases such as malaria and sleeping sickness.