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By : Akhil Awasthi
MBA (retail management)
Roll no: 15003
INTERNATIONAL MARKETING
ENVIRONMENT
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INTERNATIONAL MARKETING
"At its simplest level, international marketing involves
the firm in making one or more marketing mix decisions
across national boundaries. At its most complex level, itinvolves the firm in establishing manufacturing facilities
overseas and coordinating marketing strategies across
the globe."
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Its the difference in marketing environment which
may make the international business strategydifferent from domestic marketing .
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FACTORS OF INTERNATIONAL
MARKETING
Controllable factors & uncontrollable factors
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CONTROLLABLE FACTORS
Control will have to be defined with reference to a
company's management. The
company is in a position to control and designmarketing mix elements i.e. product, price,
export to any place by choosing any distribution
channels and follow any promotionalmethods.
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UNCONTROLLABLE FACTORS
Social factors
Political & government factors
Economic factors
Demographic factor
Technological factor
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SOCIAL FACTOR
Language. Will language be a barrier to communication for you? Does your
host nation speak your national language? What is the meaning of your
brand name in your host countrys language?
Customs: what customs do you have to be aware of within the country? This
is important. You need to make sure you do not offend while communicatingyour message.
Social factors: What are the role of women and family within society?
Religion: How does religion affect behaviour?
Values: what are the values and attitudes of individuals within the market?
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POLITICAL & GOVERNMENT
FACTORS The political stability of the nation. Is it a
democracy, communist, or dictatorial regime?
Monetary regulations. Will the seller be paid in acurrency that they value or will payments only be
accepted in the host nation currency?
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ECONOMIC FACTORS
Consumer wealth and expenditure within the
country.
National interests and inflation rate. Are quotas imposed on your product.
Are there import tariffs imposed.
Does the government offer subsidies to national
players that make it difficult for you to compete?
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DEMOGRAPHIC
Size of the population , population growth rate ,
age composition, family size, income level etc.
have very significant implications for business.
Size of the population is an important determent
of demand for many products
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TECHNOLOGICAL FACTORS
The technological infrastructure of the market.
Do all homes have access to energy (electricity)
Is there an Internet infrastructure. Does thisinfrastructure support broadband or dial up?
Will your systems easily integrate with your host
country's?
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The merchant has to seek
the availability of required
type of transport such as sea, air freezer space,
etc.
Cost of transportation.
Competition vis--vis
producers in the importing
country. Competition vis--vis
exporter from the
competing countries.
Competition vis--vis otherexporters from one's own
country.
OTHER FACTORS
Competetion Logistics
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