Page 214 - DMGT545_INTERNATIONAL_BUSINESS

Unit 11: Basics of International Marketing
Hitesh Jhanji, Lovely Professional University

unit 11: Basics of international marketing notes

contents

Objectives
Introduction
11.1 Basics of International Marketing
11.1.1 Environmental and Cultural Dynamics of Global Markets
11.1.2 Main Functions in International Marketing
11.2 Scope of International Marketing

11.3 Definitions of International Marketing and International Marketing Management
11.4 Relationships with Other Fields of Study
11.5 Determining International Marketing Strategies: Factors Limiting Standardisation
11.5.1 Market Characteristics

11.5.2 Industry Conditions
11.5.3 Marketing Institutions
11.5.4 Legal Restrictions
11.6 Major Actors in International Marketing
11.6.1 Multinational Corporations

11.6.2 Service Companies
11.6.3 Exporters
11.6.4 Importers
11.7 Global Marketing Strategies

11.7.1 Competitive Global Marketing Strategies
11.8 Summary
11.9 Keywords
11.10 Review Questions
11.11 Further Readings

objectives

After studying this unit, you should be able to:
l z Discuss the basics and functions of international marketing

l z Describe the relationship with other fields of study
l z Elaborate global marketing strategies
introduction

This first topic will introduce you to the field of international marketing. We concentrate first
on the scope of international marketing, using several examples to illustrate that it is a broad

lovely Professional university 209