The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business

INTERNATIONAL MARKETING

Application: All Aspects of Marketing Beyond Local Borders

The Concept

International marketing is the conduct of marketing across geographic borders. Whatever anyone says, this complicates the whole marketing task. There are several broad issues that marketers should consider, as they venture out of home territory.

(i) The Business Model

There are different models of international business which adopt different growth and marketing strategies. Each is successful in different circumstances.

The exporter, for example, is primarily a domestic firm. Its offer, approach, and underlying business assumptions are a reflection of its domestic culture and perspective. In moving abroad it is normally responding to unsolicited demand or opportunities. Its strategy is to reap new revenue streams with little customization or cost. It normally chooses local representatives (whether individuals or firms) who can service demand. The marketing of the exporter normally involves the use of domestic campaigns through established links and relationships. Any separate marketing into foreign countries has to be carefully examined and justified.

An international network, on the other hand, is a group of companies or individuals working under a similar brand or proposition. This might be a formal franchise structure with very strong controls on local operations, a holding company owning ...