ASSIGNMENT

Assignment



Introduction

In the past two decades, world trade has expanded. Nations are much more affected by international business than in the past. The volume of international trade is an indicator of the economic interdependence of nations. The share of international trade in world economic activity has more than doubled since 1945 and that nations are more interdependent than ever before. For firm that means growing access to the markets of the world and growing competition at home.

International marketing refers to exchanges across national boundaries for the satisfaction of human needs and want. The extent of a firm's involvement abroad is a function of its commitment to the pursuit of foreign market. International marketing is really all about the application of marketing skills and techniques to markets beyond the domestic market.

Discussion

Before entry into international markets, many companies focus solely on their domestic market. Their marketing strategy is developed based on information about domestic customer needs and wants, industry trends, economic, technological, and political environment at home.

Political: some countries internal firms and industries can get the support from government. Such as high technology industries in China, government gives favourable policy for developing high technology. In domestic market, companies are familiar with legal system, easy to understand some laws about business; and know polity and economy situation at home.

Economic:

Social: in domestic market, people have common language that means easy to communicate between firm and consumer. Company easy to get some useful information about what customer needs and wants. They are no language and behaviour's handicap. In a country, maybe there have some different culture, religion; doing business these aspects cannot avoid, and sometimes these factors will influence business. In domestic market, firms are familiar with the culture, so they will avoid happening some mistakes. Such as in Tibet, there cannot do business about cattle, because cattle are their god, Mc Donald's no beef burgers in Tibet restaurant.

In brief, international marketing is the process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organisations. International marketing has forms ranging from export - import trade to licensing, joint ventures, wholly owned subsidiaries, turnkey operations, and management contracts. (Czinkota and Ronkainen. 2001)

There are three dimensions of international marketing:

(1) The international marketing dimension involves marketing across national borders. This is different from domestic marketing, because the mere fact of crossing the border confronts the marketer with new political, economic, and legal straints.

(2) The foreign marketing dimension involves marketing within foreign countries, and activities within a particular country. Such marketing is unlike domestic marketing, because that company faces different kinds of competition, consumer behaviour, distribution channels and so on.

(3) The multinational marketing dimension emphasizes the coordination and integration of the company's marketing in many diverse foreign environments.(Terpstra, 1993)

In fact, international marketing is different from domestic marketing; this is a sufficient reason that the firm has need to market internationally. There are other three reasons to indicate the need to think international. One reason is world ...