ABSTRACT
Many firms engage in international marketing activities. There are also several different ways in which firms can become involved in international marketing. These approaches can range from supplying goods to intermediaries in the home market who then arrange the shipping of the goods to various overseas markets to actually setting up in business in other countries to undertake production and/or marketing activities. We also look at reasons why firms might engage in international marketing.
Many international marketing opportunities will require a marketing mix that may differ in some content from the home market, so we will look at the implications of this. Where goods are of a nature where there is little variation in terms of mix strategy, it may be possible to adopt a global positioning strategy. However, we shall point out where a global marketing approach may not be appropriate. It is important that international marketing opportunities are properly researched and analyzed before embarking on such ventures.
Internet marketing has grown considerably in the domestic market, and it is just as important when looking at international markets. We conclude with some ideas on the marketing mix in the context of international marketing.
