Introduction to international

marketing

Chapter 1
Chapter 1

Introduction to
international
marketing


Lecture overview
Introduction
What is international marketing?
The process of internationalisation
Are you ready to go global
The structure for the rest of the book
Learning objectives
After studying this chapter you should be able to:

Explain the benefits of exporting and international trade
for individual businesses.
Debate the importance and necessity of globalisation.
Distinguish between marketing and international
marketing.
Describe the stages a business passes through in the
process of going international.
Discuss the fundamental success factors to consider
before embarking on an export drive.



Introduction
This chapter focuses on introducing you to
the topic of international marketing and the
benefits offered to the individual business.
To successfully enter and remain competitive
in a foreign market it is important to
understand the difference between local and
international marketing.
Take note of the stages in the process of
internationalisation and what each one
entails.

Benefits of international trade
Better utilisation of national resources
Increased level of technological and economic
development
Improved global competitiveness
Expansion and development opportunities beyond
local market
Increased job opportunities
Better paying jobs
Earning foreign currency to pay for imports and
services
Advantages of exporting at national level include:
Benefits of international trade
The benefits of international trade for individual firms:

Increased sales
Increased profits
Reduced risk
Achieving economies of scale
Lowering unit costs
Overcoming seasonal limitations
Extending the product life cycle
Accessing untapped markets
Achieving higher levels of quality
The globalisation debate
Globalisation refers to the process of going
global.
Can you name some truly global companies?
Globalisation opponents argue that globalisation
creates inequality between the developed and
developing nations of the world.
Efforts of the WTO to find common ground.

What is international marketing?
Marketing is the activity and process for creating,
communicating, delivering and exchanging offerings
that have value for customers, clients, partners, and
society at large.
The activities include developing products, pricing
products, promoting products and distributing products
(4Ps).
International marketing involves marketing across
international borders many implications for the
marketer.

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Process of internationalisation

The domestic marketer
The export marketer
The indirect exporter
The direct exporter
The international marketer
The multinational marketer
The global marketer.
Are you ready to go global?
Consider the following factors carefully:

Management commitment
Sound financial base
Exportable product
Dedicated personnel
Communications and administration systems.
Structure of the book
Part 1 Introduction to international marketing
Part 2 Overview of international trade
Part 3 The international marketing environment
Part 4 International marketing research
Part 5 The international marketing mix