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International marketing
Chapter 15

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International marketing
* International marketing can be defined as the application of marketing strategies, planning and
activities to external or foreign markets. International marketing is of consequence to firms which
operate in countries and territories other than their home country, or the country in which they
are registered in and have their head office.
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Foreign markets
* Numerous regional trading blocks have emerged, as a means of encouraging and easing closer
economic ties between neighbouring countries. Common examples of such blocks include the European
Union, the North American Free Trade Agreement (NAFTA) and the Association of South East Asian
Nations (ASEAN).
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Regional trading blocks
* Regional economic blocks often permit free (and thus less inhibited/restricted) trade between
member nation-states. As such, a British firm would find trading in Germany less problematic (and
vice versa, as both the United Kingdom and Germany are both EU member states), by comparison with a
British firm trading with Mexico or Thailand.
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Restrictions/regulations on trade
* The EU may place regulations on the packaging, labelling and distribution of a product.
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The factors influencing international marketing
•culture,
•political and legal factors,
•country's level of economic development,
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Political and legal factors
* Government attitude to business
* The level of governmental regulations, red-tape and bureaucracy
* Monetary regulations
* Political stability
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* Developing economy
Newly-Industrialised country
Industrialised country (also known as a developed country, advanced economy or first world economy)