International Marketing Management
Unit 15 International Marketing Management
Structure
15.1 Introduction
15.2. Nature of International marketing concept
15.3. International marketing concept.
15.4. International market entry strategies.
15.5. Approaches to international marketing
15.6. International product policy
15.7. International promotions policy
15.8. International branding
15.9. Country of origin effects
15.10. International pricing
15.11. Summary
Terminal questions
Answers to SAQs and TQs
15.1. Introduction
In the previous chapters our study was focused on how marketing strategies are formulated, implemented and controlled in the Indian marketing. After the globalization and liberalization of the Indian economy in the year 1991, Indian enterprises started facing the competition from the global brands. In this context it has become inevitable for all the companies small or big to analyze the international marketing environment and strategies to adapt to it. The companies which were operating in the domestic market are also aggressively redrafting their policies and strategies to suit the global needs. Companies express their desire to enter into the international market because of the following reasons
1. It identified potential in the foreign markets for its products.
2. The domestic market is matured.
Marketing Management Unit 15
Sikkim Manipal University 276
3. Existing customers demand for the international availability of organization’s products and services. Learning Objectives
After studying this unit, you will be able to
1. Understand the nature of international market.
2. Analyze the appropriate entry strategies for the firm in international market.
3. Examine the approaches to the international market.
4. Asses the importance of components of marketing mixes in the international market.
5. Bring out the importance of country of origin effects.
15.2. Nature Of International Marketing Concept
International marketing is defined as “The performance of
Structure
15.1 Introduction
15.2. Nature of International marketing concept
15.3. International marketing concept.
15.4. International market entry strategies.
15.5. Approaches to international marketing
15.6. International product policy
15.7. International promotions policy
15.8. International branding
15.9. Country of origin effects
15.10. International pricing
15.11. Summary
Terminal questions
Answers to SAQs and TQs
15.1. Introduction
In the previous chapters our study was focused on how marketing strategies are formulated, implemented and controlled in the Indian marketing. After the globalization and liberalization of the Indian economy in the year 1991, Indian enterprises started facing the competition from the global brands. In this context it has become inevitable for all the companies small or big to analyze the international marketing environment and strategies to adapt to it. The companies which were operating in the domestic market are also aggressively redrafting their policies and strategies to suit the global needs. Companies express their desire to enter into the international market because of the following reasons
1. It identified potential in the foreign markets for its products.
2. The domestic market is matured.
Marketing Management Unit 15
Sikkim Manipal University 276
3. Existing customers demand for the international availability of organization’s products and services. Learning Objectives
After studying this unit, you will be able to
1. Understand the nature of international market.
2. Analyze the appropriate entry strategies for the firm in international market.
3. Examine the approaches to the international market.
4. Asses the importance of components of marketing mixes in the international market.
5. Bring out the importance of country of origin effects.
15.2. Nature Of International Marketing Concept
International marketing is defined as “The performance of