International Marketing MKT630
Lesson # 45
In recent times markets have become truly global. It is increasingly difficult for companies to avoid the
impact of competition from around the world and the convergence of the world's markets. As a result,
an increasing number of companies are drawn into marketing activities outside their home countries.
Modern marketers have to deal with customers who are changing, with channels of distribution that are
changing, and with the technological advances that are changing the nature of their products & services
and requiring them to operate imaginatively & effectively in the emerging markets. The basic nature of
marketing does not change from domestic to international marketing, but marketing outside national
boundaries poses special problems. International marketing, unlike domestic marketing, requires
operating simultaneously in more than one kind of environment, coordinating these operations, and
using the experience gained in one country for making decisions in another country. The demands are
tough and the stakes are high. International marketers not only must be sensitive to different marketing
environments internationally, but also must be able to balance marketing moves worldwide to seek
optimum results for the company.
The purpose of International Marketing subject has been to provide students a perspective of the
international marketing environment and to expose them to the real issues, challenges and opportunities
of conducting business across national boundaries. The course offered students a contemporary practical
knowledge of international marketing and the requisite skills to manage business in an international
context. The major topics focused on understanding international marketing process, comprehending
foreign environments, conducting research in international markets, marketing across cultures and
modes of entry into international markets. The course also covered planning and execution of the
conception, pricing, promotion and distribution of ideas, products and services in international markets.
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