1.

Introduction
In the wake of a globalizing world the need for international marketing has become fever
important. Increasingly, we all are living up to the claim of the Greek philosopher Socrates,
who stated, I am a citizen, not of Athens or Greece, but of the world. International marketing
takes place all around us every day, has a ma!or effect on our lives, and offers new
opportunities and challenges. International marketing is e"citing because it combines the
science and the art of business with many other disciplines. #conomics, anthropology, cultural
studies, geography, history, languages, !urisprudence, statistics, demographics, and many
other fields combine to help us e"plore the global market.
International marketing is necessary because, from a national standpoint, economic
isolationism has become impossible. $ailure to participate in the global marketplace assures
a nation of declining economic capability and its citizens of a decrease in their standard of
living. Successful international marketing, however, holds the promise of an improved %uality
of live, a better society, more efficient business transactions, and even a more peaceful world.
2. What International marketing is
In brief, international marketing is the process of planing and conducting transactions across
national borders to create e"changes that satisfy the ob!ectives of individuals and
organizations. International marketing has forms ranging from e"port & import trade to
licensing, !oint ventures, wholly owned subsidiaries, turnkey operations, and management
contracts.
As a definition indicates, international marketing very much retains the basic marketing tenets
of satisfaction and e"change. International marketing is a tool used to obtain improvement
of one's present position. (he fact that a transaction takes place across national borders
highlights the difference between domestic and international marketing. (he international
marketer is sub!ect to a new set of macroenvironmental factors, to different constraints, and to
%uite fre%uent conflicts resulting from different laws, cultures, and societies. (he basic
principles of marketing still apply, but their applications, comple"ity, and intensity may vary
substantially. It is in the international marketing field where one can observe most closely the
role of marketing as a key agent of societal change and as a key instrument for the
development of societally responsive business strategy.
(he definition also focuses on international transactions. (he use of the term recognizes that
marketing internationally is an activity that needs to be pursued, often aggressively. (hose
who do not participate in the transactions are still e"posed to international marketing and
sub!ect to its changing influences. (he international marketer is part of the e"change, and
recognizes the constantly changing nature of transactions. (his need for ad!ustment, for
comprehending change, and, in spite of it all, for successfully carrying out transactions
highlights the fact that international marketing is as much art as science.
3. Domestic marketing vs. International marketing
International marketing is nothing but domestic marketing on a larger scale. )omestic
marketing involves one set of uncontrollables derived from the domestic market. International
marketing is much more comple" because a marketer faces two or more various countries.
(he marketer must cope with different cultural, legal, political, and monetary systems. )igital
*icrowave +orporation's annual report makes this point very clear when it states,
(he +ompany is sub!ect to the risks of doing business internationally, including
une"pected changes in regulatory re%uirements, fluctuations in foreign currency
e"change rates, imposition of tariffs and other barriers and restrictions, the burdens of
complying with a variety of foreign laws, and general economic and geographical
conditions, including inflation and trade relationships.
Conclusion
International marketing e"ists everywhere- in this global era, a company cannot do any
business anywhere without having to take into account the international dimension. It is the
driving force behind international trade. And one has to be careful not to allow one.s
pre!udices and prior e"periences to rule one.s international activities. (he ancient slogan,
/hen in 0ome. . . was paramount to success then and still is today.
References
1. *ichael 0. +zinkota, Ilkka A. 0onkainen 234456. International marketing.
3. 7nkvisit Sak, 8ohn 8. Shaw 234496. International marketing: analysis and strategy.
:. /ikipedia 234116. International marketing.
http,;;en.wikipedia.org;wiki;International<marketing