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International marketing in a global context (Background (The world…
International marketing in a global context
Background
The world continues to feel smaller and smaller as a result of rapid changes in
Communication
Transportation
Financial flows
It is possible for companies and consumers to conduct business in almost any country around the world thanks to advances in international trade
Marketing activities performed across national boundaries are usually significantly different from domestic marketing activities
Marketing concepts still apply whether a product is or service is in a local, national or international market
International marketers must have a profound awareness of the foreign environment
Marketing strategy should #be adjusted to take into account the international context
The global marketplace
Today’s businesses operate in a global marketplace
Operating in their domestic markets wishing to expand by offering their services or goods to international markets
Most companies find themselves competing against global businesses
Considering whether to operate globally?
An organisation goes through a similar decision process as identified in the marketing process
Pursuing the organisation’s mission, vision and values by analysing the market
Choosing a marketing strategy
Formulating the offering and implementing, monitoring and evaluating the marketing programme
International marketing
See mind map
International marketing – entering and operating
in international markets
See mind map